A relevant media list gives each pitch a reason to exist. Start with what journalists have published, then use contact research to decide who to approach.
Write down the angle before searching
Describe the announcement in one sentence. Add the industry, market and audience. “New software” is broad; “a scheduling tool for independent healthcare practices” gives you a topic to research.
For a launch, look for coverage of the category or the problem your product addresses. For expert commentary, look for journalists covering the issue you can explain. A company milestone needs a news angle beyond the milestone itself.
Search recent articles
Use a working window, such as the previous 90 days, to understand who is actively covering the subject. Look for relevant coverage on the publisher’s website or through your media research tools.
For each useful article, record:
- Its title, URL and publication date.
- The journalist and outlet.
- The subject they focused on.
- Why your announcement could be relevant to their next story.
A biography can point you towards a beat. Recent work shows how that beat is being covered today.
Check the outlet as well as the journalist
An outlet’s audience, market and format affect whether your pitch fits. A specialist trade publication may be more relevant than a general news site. A podcast interview requires a different pitch from a breaking news announcement.
Check the publication’s language, region, editorial subjects and submission guidance. Then verify the journalist’s current role and contact route. Do not assume an old author profile is current.
Build a campaign shortlist
Keep one list for one campaign goal. Record contact details, the relevant article and your pitch angle. Remove duplicates before assigning outreach to team members.
If a journalist fits several campaigns, keep the relationship history connected. Use your PR CRM to record previous contact and feedback so you can avoid repeating an irrelevant approach.
Write a pitch for the recipient
Open with why the story fits their coverage. Explain the news in a short paragraph and link to the release or media room. Include a named spokesperson and a reply address.
An AI draft can help with structure. Your team should add the relevance, check every fact and approve the final message. A template is a starting point for a personal pitch.
Decide what a useful result looks like
Track relevant replies, requests for information and independent coverage. A sent email is an activity; a published story is an outcome. Keep the distinction clear in your campaign report.
Explore the Press AI media database or request a toolkit walkthrough.
