10 tools to help PR pros research journalists

A strong media relations strategy starts with gathering applicable information and knowing the person to whom you’re pitching. These resources can help.

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For better media relations, channel your inner detective.

It’s crucial to comb information and pinpoint the right reporter.

Use this guide to research journalists and understand their beats. Doing so will increase interest in your story, alert you to potential conflicts and identify traits that could help you forge a bond with a particular reporter.

1. Cision. The King Kong of media relations directories swells with 1.6 million media contacts (including 300,000 digital influencers) in its searchable database. The bulk of Cision’s data is provided by journalists themselves. You get the basics, such as the journalist’s name, email address, phone number, beat, pitching tips and preferred contact methods.

2. Muck Rack. Here’s a sample Muck Rack profile page on The Wall Street Journal, with clickable links to bios and recent articles published by WSJ staff.

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