How to create a media list
One of the most misunderstood tools in media relations is the media list. It is often reduced to a simple database of journalist email addresses, but in practice it is one of the core instruments of effective PR. Without a well-built media list, even the strongest story risks never reaching the right journalist or the intended audience.
A media list is a curated collection of journalists, editors, broadcasters, and creators selected based on relevance to a specific story or campaign. Its purpose is precision, not scale. Strong media relations depend on sending the right story to the right person, rather than broadcasting news indiscriminately.
This is particularly true in the Irish media landscape. The market is relatively small and highly interconnected, and journalists are acutely aware of who respects their beat and who does not. Targeted, thoughtful pitching is not just more effective — it is essential for maintaining credibility and long-term relationships.
Data quality as tradecraft
Effective targeting depends entirely on the quality of the underlying data. Media databases that perform well in real-world PR work are built through sustained research, verification, and practical use, not scraped lists or static directories.
Our media database has been developed over five years of intensive research and day-to-day use by national and international PR teams. It currently contains over 32,000 verified international media contacts and approximately 4,500 verified Irish media contacts, covering national, regional, local, print, broadcast, podcast, and online outlets.
Every contact in the database is individually verified and reviewed weekly by an internal research team. Contact records include:
Name
Media outlet
Job title
Beat / sector coverage
Email address
Descriptive notes
GDPR opt-out status
Interaction history metadata (where relevant)
This level of detail allows organisations to target journalists with high relevance and confidence, reducing waste while improving engagement and response rates.
Irish media coverage in detail
The Irish media database includes approximately 4,500 unique verified contacts, segmented as follows:
National media (Republic of Ireland): 850+
Regional media (Leinster, Munster, Connacht, Ulster): 1,050+
Local outlets (by county, including print and radio): 900+
Broadcast media (TV and radio): 400+
Online-only publications: 550+
Irish-language media (e.g. TG4, Raidió na Gaeltachta): 120+
Freelance journalists (Ireland-based): 400+
EU and international media based in Ireland (e.g. Bloomberg, France24, Sky News): 180+
Applying the list to the story
Media lists should always be built around the story being told. A lifestyle or consumer launch requires a different list from a business announcement or technology partnership. Segmenting journalists by beat, outlet type, and geography ensures stories are directed toward genuine editorial interest.
For business and tech news in Ireland, this typically includes national business desks, specialist correspondents, and international outlets with Irish-based reporters. A fintech or startup story will be far more relevant to a business or technology journalist than to someone covering culture or entertainment.
Local and regional media remain equally important. When a story has geographic relevance, regional newspapers, local radio stations, and community outlets often provide stronger and more engaged coverage than national titles, particularly for SMEs, public bodies, and local initiatives.
Precision over volume
A core principle of effective media relations is that quality matters more than quantity. A focused list of 30 journalists who actively cover a subject will consistently outperform mass distributions sent to hundreds of irrelevant contacts. Large, untargeted sends do not just underperform, they risk damaging relationships in a small and interconnected media market.
Building and maintaining a media list requires continuous research. Journalists change roles, outlets evolve, and editorial priorities shift. Reviewing recent coverage, checking bylines, and verifying contact details are essential to keeping lists accurate and effective.
Personalisation transforms a media list from a spreadsheet into a relationship tool. Referencing a journalist’s recent work or established interests demonstrates preparation and respect for their time, increasing the likelihood of meaningful engagement.
The foundation of effective media relations
Strong media relations are built on clarity: who the story is for, why it matters to them, and how it fits within the wider media landscape. A well-constructed media list connects stories to the journalists best positioned to tell them and ultimately to the audiences that matter.
Developing the capability to build, manage, and use high-quality media lists is one of the most practical and valuable skills in PR. When underpinned by verified data, regular maintenance, and informed targeting, it brings structure, discipline, and intent to every campaign, significantly increasing the likelihood of success.