Advocate

Developing a press list is the first step to building relationships with your local media.  Compiling information, such as the names of editors (newspapers and magazines for both online and print editions), assignment editors (television), and news directors (radio) is a great place to start generating your list.  Also, don’t forget to include the names of any relevant trade and industry publications (online and print) your company receives.

As you begin to compile information, keep a record of telephone numbers, fax numbers, and email addresses.  It is also helpful to ask a reporter how he or she prefers to be contacted.  While many people prefer email, reporters who spend a lot of time outside of the office may prefer a more traditional method.

If you need a place to begin looking for media outlets, the American Journalism Review (AJR) website contains an extensive list of U.S. newspapers, magazines, television stations, and radio stations with links to their websites.  You can find the AJR’s list of media outlets at http://www.newslink.org. You can also contact the Communications Department at The ESOP Association (media@esopassociation.org) to ask for assistance in putting together a press list for your company.

To get you started on your press list, consider the following questions:

  1. What trade publications does your company subscribe to?
  2. What daily, local newspapers does your company subscribe to?
  3. What television stations have local affiliates?
  4. What local radio stations have human interest types of programming?
  5. Do you have any contact through business or personal affiliations with these organizations? (For example, does your company advertise in the local newspaper?)