How to choose the best media database for your PR campaigns

By:

Date: 24 September 2020

Soft focus image of magazines piled on a place in a living room

The success of any business or campaign is largely dependent on whether clients trust your product or content. Without trust, you could miss out on potential sales and linkages. But getting the trust of prospective clients or customers takes time and effort. This is where PR (public relations) come into play.

As a strategic communication process, PR helps a business or individual build a good reputation by sending the right content or message to the right audience. That said, not all PR achieves the desired results. This is often because only the client's wants are considered, leaving the journalist's viewpoint overlooked.

To ensure a successful PR campaign, you need to utilise the right tools one of  which being a media database.

What is a media database?

It's crucial you connect with the right people - those who are likely to be interested in your business, campaign, or expertise. But the first step in doing so is to develop relationships with the press by building a strong and relevant media database.

A media database is a list of names and contact information of journalists, bloggers and other media contacts who can help get your story or content out. By choosing the best media database for your PR, you can get your content seen by the right audience. Keep reading to find out how.

Target audience

Whether you're organising an interview, pitching a news story, or advertising a new product, a strong and relevant media database is critical to reaching the right people. But to do this effectively, you need to have a relevant media list that matches what is read by your target audience.

It's worth noting that the content you're presenting determines your audience. Building a targeted and relevant media list won't be possible if you don't know who your addressing your content to. While a large media list will increase your chances of finding media contacts that are interested in your content, it's still the number of relevant contacts that truly matters.

Geographic location is another vital factor that you need to consider. Do you plan to target local customers or will the campaign have a national reach and appeal? Or are you looking to make transactions worldwide? If your company doesn't expect to do business outside the UK anytime soon, a worldwide media database would have no value.

Available search filters

Some media databases do not make it very easy to target the journalists who are most likely to be attracted to your story. Much will depend on how many and what types of filters are available at your disposal. A searchable media database allows you to include and exclude contacts so you can create the perfect list for your PR campaign.

To find the most relevant journalists and influencers, you need to check what options you have to narrow down your search. It's important that any database has this facility as your content and message may change from time to time and so therefore will the people you want to contact. it's essential therefore that you choose a media database that's flexible and able to provide you with the relevant contact details.

Note that journalists and influencers won't appreciate being sent irrelevant pitches. Doing so can potentially damage your relationship with them. Make sure your content and message is relevant to them before reaching out to them. If you have the right database, this is easily doable.

Functionality

The best media databases offer much more than simply helping you find the most relevant journalists and influencers for your PR. They have features that tell you more about the contacts you're trying to connect to, such as their writing style and areas of specialisation. This helps you make your outreach more tailored and manageable.

Other special functions are only available in a few media databases. For example, the ability to customise the emails you send to journalists or information on who opened your email or left them unread. This makes following up with them less of a hassle. Whichever database you choose, make sure it provides all the functions that you need.

Price and contract terms

Media databases can be expensive. Unless your PR budget is unlimited, price and contract terms may not matter that much. But most communication teams are working on a tight budget. You need to make sure that any database you buy is value for money.

The price you can expect to pay for a media database differs wildly. Some services are free, while other tools are only accessible with annual subscriptions. When choosing a database, keep in mind your specific PR needs and resources. Remember that a higher price doesn't necessarily equate to a better database.

Weigh up your options to find the best database for your PR campaign. Comparing media databases from different providers based on their price and features can be beneficial. Flexible offers and contract terms are also vital when choosing the database that'll work best for your business.

Personal training and support

Having access to personal support is better than an AI support system. The best media databases, such as Muck Rack's Media Database, provide personal training and support. They have a committed customer support team who are hands-on in handling initial training, which you can contact for continued assistance.

Personal training and support will help you feel more secure in your database, Although a series of FAQS can be useful, a personal support team is likely to be more helpful.

Takeaway

Choosing the best media database can be frustrating, given the vast options on the market. But focusing on the purpose of your PR and what you're expecting to achieve with a media database can make the process less complicated. Your business' needs and priorities are what matters after all.

Copyright 2020. Featured post made possible by Tiffany Wagner

What does the * mean?

If a link has a * this means it is an affiliate link. To find out more, see our FAQs.