Media Relations : Media
Database Management Tips
- Keep it current. Many media outlets have high employee turnover
and are constantly shuffling reporters, editors and key contacts. Since it is very important to send
information to the correct people, update your records every three or four months to avoid sending your message to
incorrect names or addresses.
- Make it segmentable. That enables you to send specific messages
to a portion of the list or a general message to the entire list.
- Know your contacts by name. When sending correspondence to a
media outlet, target someone specifically. An envelope addressed to "Arts Columnist" will not be as effective as one that specifies the exact name of
the columnist on the envelope or fax. That shows you've done your homework.