Media list research

Use this before pitching, so each pitch goes to someone who covers the subject.

Define the beat

Agree the story angle, the readers it suits, the regions and languages, the kinds of outlet (trade, local, national, newsletter, podcast), and how many names are needed. Ask for any reporters the company already knows or must avoid.

Research and record

Search for recent coverage of the subject, ideally from the last six months. For each reporter record:

• name, outlet, and role;
• one or two recent pieces, with links and dates;
• the fit, in one line;
• where a public contact route is listed, with its source;
• any stated pitching preferences.

Skip anyone whose only link to the subject is older than a year, and say how many were skipped.

Ranked list

Rank names as strong fit, possible, or weak, with the reason. Flag contact details that could not be checked.

Never invent a reporter, a past article, an email address, or a sign of interest. Do not contact anyone on the list or add names to a mailing tool; the user approves every pitch before it goes out.