Let’s face it – sending a press release into the abyss and hoping someone is going to pick it up, just doesn’t cut it. If you want your story to land interviews, spark meaningful buzz and make those headlines, you need this one thing up your PR sleeve: a killer media contact list.

In PR, a bad media contact list can be a silent killer – emphasis on the silent. You could have the most groundbreaking product, juiciest announcement and next viral campaign but if you’re not sending your kit out to journalists, editors, bloggers and influencers who want to hear what you have to say… well, it’s like shouting into a void.

But here’s the thing. Building this list isn’t just about collecting names and emails; it’s about crafting relationships and doing your homework. In this blog, we’re outlining proven strategies for creating and maintaining a robust media contact list that’s going to enhance your PR efforts. From identifying the right outlets to networking at industry events, we’ve got you covered whether you’re a PR pro, a brand founder or just starting to dip into your outreach. It’s time to get your message heard loud and clear.

Identify Your Target Outlets and Journalists

You might love a publication or agency or even seen the pivotal moment they were vehicle for another brand, yet that doesn’t automatically mean it’s the right fit for your pitch. PR isn’t about spraying your message everywhere, wishfully thinking something will stick; it’s about precision. You want your story to land in the inbox of someone who’s interested in what you do – and who has the audience that needs to hear it.

Start by defining your audience. Who are they and where do they get their news? Do they watch the news, scroll TikTok, listen to podcasts, or are they perhaps more niche? Once you know who you’re trying to reach, you can tackle where to reach them.

Next, do your homework. Look into journalists’ recent stories, beats and interests. Is there a certain journo with a clear focus on sustainability in fashion? Or perhaps new tech startups or even local lifestyle features? Segment your contacts based on their focus areas. This way, you won’t end up pitching skincare launches to a finance reporter. Mutual relevance is your magic ingredient for media success and the thing that’s going to align you with media who can match what you’re bringing to the table.

Leverage Online Resources

We all know social media has evolved to become way more than just selfies and beach pics. Platforms like LinkedIn and Instagram aren’t reserved for doomscrolling and humblebragging. Think of these platforms like an office – yet it’s filled with media from all over, hanging out, sharing their latest work and sometimes even asking for sources. Follow them, engage with their content and reply to their posts and call outs.

Establish a connection before you land in their inbox. Keep a folder of journalists posts or articles you’ve engaged with. This helps with personalised pitching and shows them you’re paying attention, not just playing the numbers game.

Attend Networking and Industry Events

Yes, we know we just praised social media and we’re not taking it back. We all love it – and for good reason. Yet, let’s not forget about the ‘IRL’ moments, because these can be the most powerful relationship builders of all.

If we learnt one thing during those years spent inside (let’s not mention the big ‘C’), it’s that face-to-face conversations just hit different. Whether it’s a quick chat after a panel or a conversation in a coffee line at a seminar, in-person events can lead to genuine connections that no cold email can replicate.

Make sure you stay on top of big-name industry expos to niche meetups. These events give you the chance to meet media when they’re the most open. Joining PR or media associations is your VIP pass into a room where it all happens. These groups often host or promote workshops and events where you can meet contacts, swap stories and find unexpected collab opportunities. Think of it as expanding your network and your strategy.

Create (and Stay On Top Of) Your List

What good are all the other steps, if you don’t have a list and worse - aren’t keeping it up to date? If you’ve sent out a press release and then get five bounce-backs and three “no longer works here” … it’s time to give your list some TLC.

Make it a habit to update your list regularly and not just with the basics. Of course, you need names, outlets, roles and emails but make sure you leave sections where you can go deeper: what do they usually write about? Have you pitched them before? Did they respond? Your list should be a living, breathing media roadmap not just something that see’s the light of day whenever you’re in a PR panic.

This also includes navigating the bloat. Don’t just hoard contacts for numbers sake. If media hasn’t engaged with your brand in a year or they’ve moved to a different company and their content focus has shifted, it’s ok to let them go.

Personalise and Respect

The real game changer is going to come from building those genuine relationships. Treat your contacts as individuals, not just email addresses because at the end of the day, that’s exactly what they are.

If you have a new product from a sustainable fashion line for young adults, and you pitch it to a journalist that’s known for covering luxury designer fashion and red carpet looks – you’re in the right ballpark, just swinging at the wrong base.

We understand you’re busy, working hard to pull your PR efforts together, but so are the journalists too. Respect their work and don’t flood their inbox. Instead of blasting the same pitch to every writer in your database, zoom in. It’s easy to assume that because a journalist writes about fashion that any pitch will do. Yet, if you’re constantly blasting them with content that doesn’t align, when the time comes, your brand has evolved or you’ve got a story that’s right for them, there’s a chance it could go straight into the archive.

And when you do hit their inbox, make sure it’s tailored outreach and not a mass send out – this isn’t just a courtesy, it’s a strategy. Mention why you’re reaching out to them – did you see a recent post on their socials that aligns with your product? When you respect their beat, their time, their interests – their work – you’re not just sending a pitch, you’re building a relationship.

A Platform for Building Media Relationships

Flaunter is a PR platform where media professionals get instant access to millions of high-res, ready-to-publish images from fashion, beauty, home, tech, hospitality, and kids’ brands. Every day, journalists log in and search for what they need—whether it’s the latest KitchenAid product, a red dress, or a new lipstick shade—and instantly download and feature it.

PR like a pro with our easy to use platform and manage daily tasks to scale your business. Upload images to your own digital showroom, connect with media, manage samples and access reports 24/7. Perfect for solo brands, in-house PR teams and everyone in between.

So, if your brand isn’t on Flaunter yet?

It’s time to change that. Get started with our free trial and make sure your press kit—images, videos, media releases, lookbooks, and sample collections—is available 24/7.

If you’re really wanting to level up your PR game and boost your brand’s visibility and credibility, then join the 100s of lifestyle brands already using Flaunter today. Or reach out to our team for a complimentary discovery call: hello@flaunter.com.

It’s time to get your brand in the media spotlight and use Flaunter to PR like a pro.

How to Build a Media Contact List