There is a question that I should address as it keeps popping up by folks who are not all that familiar with the PR process. The question is whether or not it is appropriate to ask a PR practitioner for a copy of their media contact list. The answer is simple - it's not appropriate. Would you ask a baker for her cake recipe?
I realize this seems like it should be a fair question to ask. You may assume that the names of reporters are made available to the public. They are in some cases, but not all.
Some media outlets post the names of their reporters, the beat they cover and contact numbers / email on their website or in a media kit. Click here for an example of an online staff list. Unfortunately, not all of the media outlets publish a media list and some make it extremely difficult to reach anyone in the editorial department.
I am sure that you have submitted news release by using a generic emails address such as "newsroom@abc.com" or through the online submission. I call this the "media dump." Who knows who or where your release or information is going to. Someone's deleted items folder? You figure that you are competing with hundreds and sometimes thousands of others who are submitting information to the media dump. The chance of getting any attention is slim.
There are services that you can subscribe to such Bacon's and BurrellesLuce that offer media directory services. These services run a few thousand dollars annually, and provide in-depth information on reporters. For example, you'll find details on how reporters like to be contacted (called, emailed, faxed, etc.), the time of day to contact them, days to avoid contacting them, and sometimes the information is broken down to industry level. There are also subscriber services, like LexisNexis, that archive stories that reporters covered recently helping you become better informed before you go off to pitch.
A few things you should know:
A PR practitioner organizes a media list based on journalists that they have formed a relationship with and who are relevant to the client / topic. I refer to my media list as my "black book." Very often this list is not shared with anyone, not even clients. If it's necessary, then I'll burden my clients with the details on who I talked to on their behalf or who is interested in covering the story. Generally my clients are not concerned with the names of the individuals who I speak with, but rather that the information was delivered to appropriate media outlets / outlets of interest to them.
So I suggest saving yourself the embarrassment. Shy away from asking your agent for his or her media list. And by all means, don't ask an agent for the media list so that you can try to mimic their service instead of paying for it. Please be sensitive to the fact that a PR practitioner may have invested top dollars into creating their media list.
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