PR pros should always be on the lookout for tools and tips that will make their work more effective. Online media databases have been part of the industry for a while, but some PRs are old-school and prefer having their own lists and updating them manually. If you are undecided about online media databases, learn more about them here!
An online media database is a compilation of contact details and information of different media publications or entities.
The purpose of such databases is to make the lives and jobs of PR professionals easier by providing them with all the information they may need to effectively distribute press releases, media kits and other PR tools.
Joreke Kleynhans from media update lists the benefits of online media databases below.
Have a Well-Organised Contact List
The best public relations practitioners are the most connected ones. The longer your contact list gets, the more important it becomes to keep it organised.
Having access to an online media database ensures that your contact list stays up-to-date and organised.
Additionally, an online media database can allow you to create different PR media lists with quick access to contact details that meet your brand's needs.
Save Time and Resources
When a PR agency or individual is new to the industry, they need to do lots of networking to collect the contact details of various media professionals and publications.
A media database like Target Media Directory fast-tracks your contact collection by providing you with thousands of contacts and media sources as soon as you sign up.
Apart from saving a few months in the networking department, a media database can save PRs more time each week in the admin department. Instead of tediously updating your media list, you can simply sign up for a media directory and have it done for you.
Ensure Effective Content Distribution
With an online media database, you have a lot of information about media publications at your disposal. The directory can include things like reach, audience, circulation, rate cards, or niches.
Once you have access to these insights, it is easier to determine which publications are relevant to your brand and which ones you should target for maximum impact.
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