Technology

3 Tips to Help You Segment Your Media Database

Augure

A journalist’s media database is the cornerstone of informative activity for any communication department. But before launching a campaign, we must define specific objectives: which media and journalists do we want to reach? How do we want to be talked about?
A journalist’s media database is the hub of information for any communications department. But before launching a campaign, we must define specific objectives: which media professionals and journalists do we want to reach? How do we want to be talked about? This is the first step to take when it comes to updating our contact database and starting direct conversations with the journalists that matter. You can avoid spending hours checking email addresses if you follow the three steps below.

A journalist’s media database is the hub of information for any communications department. But before launching a campaign, we must define specific objectives: which media professionals and journalists do we want to reach? How do we want to be talked about? This is the first step to take when it comes to updating our contact database and starting direct conversations with the journalists that matter. You can avoid spending hours checking email addresses if you follow the three steps below.

First of all, you can have a look at the most common mistakes in managing a PR database. See that you’re making some of these mistakes? Take notes on these three tips to improve the quality of your database:

Segmentation of your press contacts

To organize your database, you should start by establishing levels or categories. Not only should you define online, offline, general or specialized media categories, but also into subcategories which allow you to segment smaller groups of journalists. This will help you develop more specific communication campaigns.

For example, if your company is dedicated to the fashion sector, your database is probably divided into large segments like offline fashion press, TV programs, digital editions, online medias, bloggers etc. However, it would be more useful to establish subcategories for different types of companies within the industry like “footwear,” “bloggers+clothes,” “bloggers+women’s wear,” etc. Take into account that every blogger does not only talk about clothes, because many have their own specialized niche. Keeping influencers segmented will speed up your work when updating contact information, and will allow you to tailor messages and save time.

media database

Updating journalists’ information

It is necessary to keep track of your press contacts, especially before launching a press release or a communication campaign. Nowadays, the media industry is undergoing lots of structural changes; a journalist could be assigned a very different role tomorrow, temporary staff members are often a part of the team, or a print magazine could turn completely digital. On the other hand, the Internet has also generated plenty of new types of content creators such as bloggers, vloggers, and social media stars.

With ever-changing targets, resources and staff members, it is almost impossible for journalists to continuously reach their objectives. External databases providers do exist and their services allow companies to focus more on other actions like campaign planning.

Personalization

Numerous members of the press already have direct relations with PR and marketing departments at brands, whether they are first-level targets, or because they have already established a personal relationship with them. Regardless of the size of a team, it is difficult to track the activity that each PR or marketing representative of a brand has had with all journalists.

In order for each member of the department to be aware of existing conversations, it is necessary to keep track of them in the database. Keeping notes for the whole team on a synchronized platform will prevent your team from making the excessive calls that journalists hate.

Now that you know the three tips to build and maintain your journalist database, you are more than ready to start working with your media contacts.

  Augure

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