“Publicity is easy to get. Make yourself so successful that you don’t need it, and then you’ll get it.”
—Anonymous
Generating publicity is a cumulative process that is built by developing relationships. Your promotional efforts involve many of the same players, so it’s essential to create and maintain a record of them all. This is your media list.
Media lists are databases containing the names and information about people and organizations that can help promote your product or service. They’re your address book or Rolodex. They’re the roster of your network.
When it comes to public relations media lists, collect as many names as possible. The more names included on your media list, the greater your chances of getting your story told. It’s simple 
mathematics: if you send a press release to 200 media contacts, it’s more likely that your story will be picked up than if it just goes out to 20 contacts. It’s the old theory of throwing it against the wall and seeing what sticks. You never know who will be interested in your story. So it’s better to throw it out there to as many people as possible, and see who picks it up.
Media List Checklist
Start compiling your public relations media list by including the names of all your contacts who might conceivably publicize, or help promote, your product or service. Don’t be overly selective. Sometimes, the most unlikely contacts will fall in love with your story and go to great lengths to promote it. Your media list should contain the contacts’:
Name
Their media outlet
Street address
E-mail address
Telephone number
Backup telephone numbers
Fax number
Specialty areas and interests
Information on how you know the source (such as how you got his or her name, how and where you met, and friends or associates in common)
Miscellaneous historical and personal information (such as projects pitched to him or her, projects bought, dates you last spoke, and the results)
The contact’s hobbies, family information, schools attended, background, and hometown
Include as much personal information as possible because it could come in handy. If, you try to contact a member of the media, you can add a bit of personal information that might break the ice or generate interest in you and your story.
- Rick
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