How to Choose the Right Journalist to Write About Your Company 

Media content is not (yet) created by robots but by humans. And you have to convince these people to report on your company. It is often not that easy to identify the proper journalist or editor – we will give you specific tips. 

Identifying the right contact person within a medium is decisive for the success of your public relations work. The press release sent to the editor email is not recommended without knowing him first. Because then the probability is high that your press release ends up unread in the trash.  

Journalist Databases 

There are journalist databases that have put years of work into setting up a journalist mailing list and from which you can benefit – if you pay for it. Such databases list journalists from various media, name their focus topics and also publish the contact details. You can find multiple providers via a Google search for “Journalist Database”.  

It is best to set up free test accounts with several providers. With this, you cannot access all functions of the databases. Still, you get an impression of whether journalists relevant to you are listed – and you can research one or the other contact about it. Depending on the industry and topic, there is no guarantee that you will even find the relevant editors. Since not all journalists want to be listed in the databases and the fluctuation in editorial offices is relatively high, the data is not always error-free and up-to-date. 

Search for the Best Journalist 

Here, we would like to give you a few tips to find the best one: 

  • Consume the media that you have identified as relevant for your public relations. As soon as there are topics related to the issues you have identified, try to research the relevant originator. 
  • Of course, you cannot consume all the media relevant to your company yourself, but you should do so for the most important ones. Besides, whenever you happen to come across a medium – be it at the doctor’s or the hairdresser’s – you should pay attention to the names of the journalists and make a note of them! 
  • Do a Google News search for related articles and identify the names of the authors. To do this, click on the “News” link under the Google input mask, and you will only see media content for the search term you entered.  
  • Even if you don’t plan to use a journalist database, you can, of course, still have a test account set up with various providers. Of course, the functions within the test accounts are limited and usually do not offer access to all listed media; You won’t find an export function in the test accounts either. However, such a test account can be helpful to research individual journalists specifically.  
  • Research the online presences of the media that are of interest to you. If you’re lucky, you can find entire profile pages with the authors’ personal preferences and contact details.  
  • Click your way through the individual articles of a medium online. You will often find the name of at least the abbreviation of the author at the beginning or end. If you are lucky, all other articles by the author will also be linked so that you can get an overview of his focus topics. 
  • It is often the fastest if you call the medium and ask for the right contact person. Here, too, it may well be that they don’t want to tell you the name of the correct editor and that you are put off with a general email address. Therefore, when you call, you should always have a specific reason and not say that you want to update the data on your journalist mailing list. You should also expect that you will be put through directly to the right contact person and that you can present your concerns over the phone – you should be prepared for that!