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So you have your data base of clients and prospects which you nurture and develop over time. But have you as valuable a list of your media contacts?
 
Your media database is a critical part of your business development toolkit and includes contacts in traditional and new media – people who can assist you in extending your reach and with whom you develop relationships over time so that when you have a media release ready about your new product, service or even book, you have a community of people you can connect with.
 
Think of it this way – if you were in public relations, your media database would be the life blood of your business.
 
So what details should you keep in your media database? Here are the 12 data fields you should retain about each of your media contacts:
 
1. Name
 
2. Who they work for – including if they are on staff or are freelance
 
3. Their work address

4. Their business email address

5. Their business or personal blog url
 
6. Their landline and mobile number

7. Their field of interest and expertise

8. Details of any personal projects they are involved in – for example one journalist I know has a private art gallery and really appreciates it when I refer people to him
 
9.  Notes on how they like to receive information
 
10. A record of what you have spoken to them about and details of when you were featured in their article or show
 
11. Who referred you to them or how you connected originally
 
12. Mutual business contacts, hobbies and interests.

Make sure that you retain details of any projects you speak to you media contact about including the dates when you last connected and the outcome of that connection.
 
Your media contacts should include reporters, editors, radio and TV researchers, publicists, and even ‘A list’ bloggers and podcasters as our media connections today can and should cross traditional and social media.
 
You can build you list of media contacts by reviewing newspapers and journals which are read by your target audience, researching radio and TV stations, online publications and using Google news alerts.

Remember that your media database should be a living document, as in today’s fast changing world of the media, many of the key points of contact are often working on a freelance basis and move from one media outlet or project to another.
 
Your relationship with one person in the media can also impact the chances of you working with other contacts. For example, if you demonstrate that you are not a great radio guest on one show, you can be sure that the show host or researcher will let other people in their industry know to give you a wide steer.
 
Do not forget the number one rule of networking applies to the media too, not just your business contacts. Be generous in your support to help your media contacts do their job and they will help you too. Make sure that they know you can connect them to your personal network when they have a story that has to go to press quickly or they need a spokes person on a specific subject?
 
Get yourself known as a connector and you can be sure that your media contacts will help you connect to great media opportunities too.
 
© Krishna De, 2007. All rights reserved. This article is extracted from Krishna’s publication “How To Be A Media Magnet”.