Struggling to land media coverage? You might be surprised to learn it's not about contacting the most journalists, but the right ones...
A journalist database is a key tool for PRs to search for and contact journalists they would like to pitch their stories to.
But with so many options available, it’s tempting to concentrate on quantity – the more journalists you contact, the more likely you’ll get media coverage, right? Wrong.
Here’s why a high-quality journalist database is always superior to a vast but inaccurate database.
1. It’s more time-efficient to achieve your PR goals
If you send your amazing press release to journalists with outdated contact details or those irrelevant to your pitch, it wastes your time away from achieving your PR goals.
A well-curated journalist database continuously updates journalists’ contact details, allowing you to identify the journalists most relevant to your pitch.
For example, Roxhill’s journalist database has a search tool that helps you put together a list of journalists by outlet, sector, topic and more. This tool will help you put together a list of journalists most relevant to your pitch and are more likely to be interested in hearing from you. Not only does this save you precious time, but also prevents you from breaching GDPR.
Learn more on how to create an effective media list so you can contact the right journalists at the right time.
2. Makes being GDPR-compliant a breeze instead of a headache.
A high-quality journalist database, like Roxhill, follows GDPR closely and ensures the data you’re using is the most up-to-date and GDPR-compliant.
It makes being GDPR compliant easy, as long as you’re contacting journalists most relevant to your pitch.
When using a journalist database with millions of contact details that are outdated and irrelevant to you, then it increases your chances of breaching GDPR for the following reasons:
Lack of Consent
If you don’t have a valid reason to contact someone (i.e., they’re not relevant to your pitch or business), then reaching out to them would likely be a violation of their right to not be contacted.
Data Accuracy
GDPR legislation requires organisations to maintain accurate and up-to-date personal data. Reaching out to someone with outdated contact information can be inefficient.
For example, if you send out a press release to millions of journalists not relevant to your pitch or use outdated contact details, that is a violation of GDPR.
The consequence of breaching GDPR
- Journalists can direct complaints against you and your company for unwanted contact or inaccurate data.
- GDPR will send you significant fines for non-compliance, which can be based on the severity and nature of the infringement.
Using Roxhill, a journalist database that regularly cleans and updates the contact details of journalists, helps you be more GDPR-compliant than using an inaccurate database.
Read How to Stay GDPR compliant with Roxhill and How to Pitch and Remain GDPR Compliant to find out more.
3. Helps you contact the most relevant journalists
Imagine spending hours crafting the perfect pitch, only to discover your target journalist no longer covers your niche or has moved to a different publication. Not only it wastes your time but it’s also an inefficient way to contact journalists.
To get your clients’ media coverage, the key is to contact journalists most relevant to your pitch, which is where a journalist database comes in to help.
A high-quality journalist database keeps you informed about a journalist’s current beat, interests, and contact details. For example, Roxhill’s journalist database provides daily alerts to keep you informed on every journalist move. This laser focus ensures your pitch lands with the right journalists, increasing your chances of landing on top of their inbox and getting the media coverage you and your clients deserve.
4. Strengthens your relationships with journalists
PR is all about building relationships. A good journalist database goes beyond providing contact details. At Roxhill, every journalist’s profile has the most up-to-date headlines, social feeds, biographies, and interviews. This gives you an incredible insight into what they write about and what they are looking for in a pitch.
Using Roxhill’s journalist database enables you to create a perfect pitch that is most relevant to journalists, demonstrating genuine interest in their work and fostering stronger connections with the journalists you’re targeting.
Another way to strengthen your connection with journalists is to avoid journalists’ bugbears and meet them in person through PR events.
5. Access accurate data at your fingertips
A top-tier journalist database concentrates on providing accurate and up-to-date information more than providing a huge number of inaccurate and outdated data.
Bounced emails and outdated contacts only lower your chances of getting in touch with the right journalists, which negatively affects your PR campaign.
At Roxhill, to ensure our journalist database provides the most up-to-date and accurate data, we use our in-house research team. This makes your outreach efforts efficient and effective, allowing you to track your success and refine your PR strategy.
Find out more about PR and Media Database Tools by Roxhill and how they help you build relevant and rewarding connections with the world’s media.
Investing in Quality Pays Off
While using a journalist database with millions of contact details might seem like a bargain, the cost of wasted time, damaged relationships, and missed opportunities is far greater. Investing in a top-tier journalist database pays off in the long run.
Remember, your journalist database is a powerful tool. By using high-quality data, over quantity data, you’ll be well on your way to securing valuable media coverage and achieving your PR goals.
Providing a highly accurate journalist database is what sets us apart from the herd.
