RESEARCH: Media Lists

WHERE: I have created media lists in two of my roles: in-house at Heart Research UK and in an agency setting at Clearsilver Brand Marketing.

WHAT: In order to create high quality media coverage, I was often asked to develop in-depth media lists featuring journalists who would be interested in a particular story.  To do this, I had to

WHEN: Ongoing

WHY: To ensure we were approaching the right people, and thus creating high quality media coverage.


In first year, I completed a module called PR Trends which taught me about stakeholder analysis and how to categorise stakeholders into primary and secondary publics. This came in incredibly useful when creating media lists as it meant I could prioritise each media platform.


Research – In order to create the media lists, it was important that we were approaching the right sort of publication and journalist to increase our chances of securing media coverage.  We had to find publications that were relevant and insightful.

Technical – I have used Cision and Vuelio to create media lists, as well as doing them more manually in charities that might not own these softwares.  However, using the software requires a level of skill and getting used to.  Manually creating media lists requires the use of Microsoft Excel and a knowledge of spreadsheets.


  • I have secured coverage in a number of publications thanks to media lists.


Local media – At Heart Research UK, there were a lot of local fundraising stories. I would write press releases, then create localised media lists to target relevant media. I got pieces published in the Horncastle News and other smaller newspapers.

National media – Clearsilver were in the midst of launching a new campaign for their client Breast Cancer Haven called the ‘Big Tea Cosy.’  In order to raise awareness of this campaign I created a media list that focused on a few segments: women, knitting, charities, interior design and lifestyle.

As media lists contain sensitive information such as email addresses and phone numbers, I have chosen not to provide screenshots. 

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