How to Create a Target List

A media target list is a compilation of the publishing outlets through which you can disseminate marketing content for your company. Creating this list is a critical step in the outreach process — spending time on list building can significantly improve your company’s B2B media relations. It can also enable you to identify and build relationships with the editors most interested in topics specifically related to your business.

First, identify what audience you would like your news to reach, as specifically as possible. Next, identify what publications and websites cater to those audiences. Some publications are broad and cover a variety of topics and serve several audiences, and others may have a niche focus and cover very specific types of news. Your company’s business, and the specifics of the announcement, will determine the appropriate outlet for your message. As you spend time getting to know the publications and their content, you will be able to select the publications that are best suited for your company.

Once you’ve narrowed down the publications, learn what you can about the journalists themselves. Most journalists focus on specific topics. Never assume that just because they write for a publication that covers your business means they will automatically be interested in your story. Take time to research which journalists cover related topics, and include them on your list. Journalists appreciate receiving pitches and story information on topics related to what they cover on a regular basis. As you work to build a relationship with the journalists at suitable publications, you will begin to get a sense of the materials that will interest them.