How to Build a Media List: A Practical Guide for Modern PR
Image from High Heel Jungle via Flaunter
If you’ve worked in PR or marketing for more than about… five minutes, you already know that media lists are the backbone of almost everything we do. Pitches, press releases, product launches, moments of earned-media magic... none of it happens without knowing exactly who you’re trying to reach.
Yet for something so essential, building a media list remains one of those oddly mysterious parts of PR. There’s endless advice out there on how to write a pitch, how to get media coverage or how to send a press release but strangely little about how to actually curate a list of contacts. One that will make all of that work worth it.
A great media list isn’t just a spreadsheet of email addresses. It’s a strategy. A relationship map. A living, breathing part of your PR toolkit that grows with you and dramatically boosts your chances of being seen, shared and featured.
So whether you're exploring PR for your small business, looking for the best PR tools to help you scale, experimenting with digital PR software, or simply trying to level up PR for your brand, this guide will walk you through how to build a media list that actually works — not just sits in a folder gathering digital dust.
Let’s dive in.
Start With What (and Who!) You Already Know
Before we get into building a media list from absolute scratch, there’s one thing a lot of brands overlook and that's too important to skip. Whilst you’re busy chasing the big names and what’s next, it’s easy to forget the people who already care.
Before you disappear into a Google or LinkedIn spiral, start with the media who’ve shown interest in your brand. A media list isn’t meant to be a faceless spreadsheet. It’s strongest when it’s built on real, existing connections, even the tiny early‑stage ones. Scroll your inbox, revisit past conversations with journalists, creators, stylists or editors, and note their names, job titles and publications. Then set up a simple way to track new interactions as they happen (future‑you will be very smug about this later).
If you’re using a public relations platform like Flaunter, this part becomes even easier. Any media who download your content are automatically logged, giving you an instant, ready‑to‑grow media contact database without any guesswork.
And once you’ve done that, resist the temptation to sprint straight toward the big, glossy names on your wish list. Sure, the Vogues and Marie Claires of the world are glamorous (the kind of outlets you can picture a Miranda Priestly strutting around in) but they’re not the only ones that matter. Reconnect with the small blogs that have covered you, the journalists who’ve shown interest, and the micro‑creators who’ve shared your product.
These warm leads often convert quicker, respond faster and build the kind of engaged visibility that money can’t always buy. Smaller titles may not have the gloss, but they punch well above their weight — driving trust and real discovery.
Research. Research. Research.
If you’ve worked through the earlier steps, or you’re truly starting your media list from scratch, now’s the time to grab your metaphorical research shovel and start digging. This is the part where your detective skills really get a workout.
Start with the basics: get clear on the verticals and niches your brand actually sits in. If you’re a fashion brand, don’t just target every glossy under the sun. Break it down. Are you sustainable? Luxe? Size-inclusive? Handmade? Affordable designer? The more specific you get, the easier it becomes to find media who genuinely care about your angle.
Once you know your niche, start checking the content that outlets are already producing. If they’re online, read through their recent articles and take note of who’s writing the stories that align closest with your brand — the bylines, the columnists, the digital editors who repeatedly cover your category. If it’s a print publication, go old-school: buy the magazine, flick through the pages, and jot down the editors and writers behind the fashion, beauty, home or lifestyle sections relevant to you.
These are the people who shape the stories. And knowing exactly who they are, rather than guessing, is what turns a scattergun media list into one that actually works.
How to Actually Contact the Media
So, you’ve done the research, mapped out your niche, and you know exactly which editors and writers are covering the kind of stories your brand sits in. Now comes the part that can feel weirdly harder than all of that research combined: finding the best way to contact them and tracking down their actual emails.
In Australia, one thing you’ll start to notice quickly is that a handful of major media companies' parent most of the big‑name publications. Bauer Media, News Limited, Allure Media… the list goes on. The best part? Most people across these companies use the same email domain and structure. So, once you crack a few, you can usually crack them all — a huge win for your sanity.
And if you’re still struggling to find a direct email, tools like Voila Norbert or Hunter.io can help fill in the gaps. Pop in a name and company domain, and they’ll usually point you in the right direction. Their Chrome extensions can even scan a website while you browse. Truly… what a time to be alive.
This is where all that earlier, thorough research starts paying off. If you’ve identified exactly which editor you want to pitch (say, the features editor at Marie Claire), don’t just fire a generic pitch at an overworked “editorial team” inbox. Email the umbrella address with intention.
Something simple like:
“Hi team, I’m hoping to share something with [Editor Name]. Could you please pass this along?”
Editors are far more likely to forward your message when you clearly know who you’re trying to reach, rather than hoping someone on a team of 20 magically picks it up.
And if all else fails, LinkedIn can be your best friend. A simple, human DM works wonders:
“Hey! I just read your recent piece on sustainable home styling and absolutely loved your take. I run a small homewares brand doing some fun things in that space, and I’d love to send a little info your way if you’re open to it. I thought it might be up your alley!”
Short. Personal. Zero pressure. You’re not pitching, you’re opening a door.
Before You Pitch
Once you have the contact and you know they are the right fit for your brand, it is time to get pitching. If you need a little extra help in this space, you can read the blogs we have already written below. They go deeper into what makes a great pitch, how to get media coverage and what to do when the media will not write you back.
Bring It All Together… with Flaunter
By now, you have built your list, done your research, found the right contacts and even reached out. You have done the hard, manual work that forms the backbone of classic PR. But here is the truth: doing this every time you launch, pitch or send out a campaign can become exhausting. Even the most seasoned PR teams burn out when every step relies on detective work.
This is where Flaunter slips quietly into the process.
Instead of depending entirely on emails, LinkedIn messages and internet sleuthing, Flaunter acts as your digital PR assistant. It is an online PR tool where media already come looking for new brands, new stories and new images. Journalists, editors, stylists and creators use Flaunter as a public relations platform to search, discover and download assets instantly. Your content becomes something they can find without waiting for a pitch to land in their inbox.
When your content lives on a public relations platform that media actually uses daily, you suddenly shift from “pitching constantly” to “being discoverable”. Your images, product details and brand info sit right inside an all‑in‑one PR software where press are already searching for their next story or shoot.
Better still? Flaunter doubles as your media outreach database and press management software, meaning you are not juggling spreadsheets, guessing email formats or trying to remember who downloaded your lookbook last month. Upload your own list of contacts so everything lives in one place. You can whitelist key people, see who is engaging with your assets and monitor which journalists or creators consistently interact with your brand. It removes the guesswork and helps you focus your PR efforts where they count.
Not on Flaunter yet? It's time to change that.
Sign up for our 2-week free trial or reach out to our team at hello@flaunter.com for a complimentary discovery call.
To learn more or explore the full range of features Flaunter has to offer, visit flaunter.com.
