Best Practices For Your Media List
There are three main jobs for your communications team when it comes to your media list. Here they are:
First, cultivate.
Cultivate a list of reporters and editors who are interested in your museum. They could be interested based on location or niche. Your media list is something that you’re always thinking about and refining. It’s ok to start small and build from there, just start. Just like your email marketing list, the goal is not to have “the most.” The goal is to have an active and engaged list.
“But how do I find contacts?”
If you don’t have a media directory service (like Meltwater or Muck Rack) then Google is your best friend. You can google media outlets in your area or you can google a topic and see what journalist’s articles pop up. Some publications may even have a “museum beat” reporter. Don’t worry if you can only find a general email address, that’s still a good place to start. And don’t be afraid to call and ask for the best contact! Set up your list in a simple spread sheet.
Second, nurture.
Once you have a list, it's crucial to nurture those relationships. Follow them on social media, read their articles, and engage with them by commenting or sharing their work. Media Relations is real relationships. Maybe I’m totally old school but this really matters and is very much appreciated. Be sure that you add notes to your media list. When was the last time you talked to them? Do you know what their deadline time is? If it’s someone you haven’t met before, send an introduction email. Think beyond how they can help you (i.e. do a story on your exhibit) and share how you can help them (i.e. provide an expert for a story they are working on). What are your curators experts in? What special resources do you have that could be valuable as a research tool? When you can, try to tailor your pitches to each reporter's interests and beats.
“But how do I find time to do this? It sounds like a lot of work.”
It’s ok to start slow with just one or two people that you feel like are a really good fit. Relationships take time and that same rule applies to Media Relations. Having a system set up like the one described here will help you see your progress.
Third, Maintain.
You want to stay top of mind. Send out a calendar of events to your list each month. During your team’s monthly content meeting (you have those right?), plan what releases you’ll send out and when.
“But won’t they get tired of hearing from me?”
No, if your content is well-thought out and consistent, they will come to rely on your museum as a great resource. Being consistent helps build the relationship.
