Media databases boost outreach efforts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 16, 2021, 11:24 AM UTC

Media databases can help PR practitioners find relevant journalists without extensive research.

Investing in media monitoring and databases can provide PR professionals with reliable ways to discover journalists and develop creative pitch ideas to earn valuable media stories. Marketers can use advanced media monitoring and databases to track journalists and influencers in the rapidly changing media landscape.

Brands can use the database to conduct keyword searches to identify journalists that cover specific beats and industries, as well as journalists who write for many publications and topics. Advanced databases can help PR pros develop tailored pitch emails, evaluate metrics like open rates, bounce backs, and more.

PR pros can use the insights to boost media outreach campaigns and follow up with interested journalists. Assess the platforms, data relevancy and recency, and the number of unique journalists and influencers being offered, before selecting a database vendor.

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