Newswire-branded image of different outlines of business people. Looks like Guess Who? characters. Image is being used for a blog post about Newswire's Media Database.

Media Database 101: What is it and Why is it Important? 

Imagine opening your business and not telling a single soul.  

You have a storefront, but the windows are drawn, and the Closed sign is on.  

Your website? Not published.  

When people ask what you do, you don’t mention the fact you’re a business owner.  

Sounds crazy, right? 

You wouldn’t dream of doing these things because they do the exact opposite of what you’re trying to accomplish – building a buzz and attracting the attention of your target audience.  

Instead, you’re doing everything you can to bolster your business.  

You’re posting on social, running paid advertisements, publishing blog posts, using press release distribution, the list goes on.  

What’s Next? 

But, there’s one strategy you haven’t tried yet. Actively trying to earn media.  

You know earned media unlocks a level of brand awareness you haven’t experienced yet. So, you roll up your sleeves and start scouring the internet for the names and contact information of journalists, reporters, bloggers, and influencers.  

About five minutes in, you can sense this isn’t a quick task. It’s going to take time and resources – two things that are at a premium these days.   

On top of that, you’re not confident the people you’re finding are correct.  

This is where a Media Database comes in handy.  

What is a Media Database? 

A media database is a searchable directory of media contact information for bloggers, influencers, journalists, reporters, and more. This contact information typically includes: 

  • Email addresses 
  • Phone numbers 
  • Social media handles 

A media database is a must-have tool that public relations and marketing professionals use to find the right contacts to share their stories.  

Think of it like a magnet that pulls your brand and news closer to the media contacts who report on those types of stories.  

Why Do You Need a Media Database? 

A media database isn’t a nice to have in the PR world, it’s a must have.  

Here are three reasons why you should consider investing in a media database for your brand: 

In-Depth Research. 

A media database provides in-depth information about the media contact, their publication, and the beats they cover, for example. This information is an invaluable resource for PR professionals to perfect their pitches, capture attention and earn media mentions.  

Build Journalist Relationships.  

A well-maintained media database is a catalyst for creating and maintaining relationships with journalists. By having the most up-to-date contact information at your fingertips, you’re able to gain a better understanding of the types of content that resonate with their audiences so you can cater your messaging to meet their needs.  

Maximize Time and Resources.  

You and your team are busy. You’re pulled here, there, and everywhere. Building and maintaining media contact lists is a manual and exhaustive process. Using a media database is an excellent way to streamline it and improve your media outreach efforts. Let’s not forget that outsourcing this step in the media outreach process will free you up to focus on other brand-building initiatives.  

The Importance of Media Database Accuracy 

There are plenty of media database options on the market.  

Each touts its differentiators that sets it apart from the competition.  

For our Media Database, in particular, our edge is accuracy.  

Sure, other media databases might promote the fact they have thousands of contacts.  

But there’s a looming question you need to ask, are they accurate? 

  • Are the thousands of contacts in their media database up to date?  
  • Are they actual email addresses of real people, not generic emails of a help desk? 

We understand that making the investment for a media database isn’t one you should take lightly.  

That’s why we’ve compiled a list of three benefits of ours. 

Three Benefits of a Newswire’s Media Database 

Quality Data 

You want to make sure the contact information you’re paying for is current and correct so you get a return on your investment (and then some). 

That’s why we’ve built the most accurate Media Database on the market that combines technology with human review. We also dynamically update our journalists and classify them by topic based on articles they’ve actually written rather than some out-of-date general beats. We do this so you have access to accurate contact information you need when you need it — no second guessing. 

Our Confidence Scores and beat standards are used to filter and update the thousands of contacts that we add and delete each week.  

User Friendly 

In addition to our intuitive interface, our Media Database’s functionality is simple and straightforward. Our filters are a perfect example. Filter our contacts based on Authors, Outlets, Articles, and more to find the right contacts and create targeted media lists. 

Customer Service 

In addition to your dedicated account manager, you’ll enjoy scheduled product training, 24/7 support, and the comfort of knowing you don’t ever have to deal with pushy sales pitches. Can you hear that? That’s a sigh of relief! 

Our Media Database is part of our Media Suite! If you’re ready to confidently connect and engage with the right media contacts for your news, we’re ready to help.  

Maria Marchewka is a Digital Marketing Strategist at Newswire. Maria is an experienced copywriter, social media marketer, content creator, strategist, and project manager. Her firm belief in being a practitioner and not a preacher of marketing concepts has put her in a position to help companies build brand awareness and connect with their target audiences online.

Catch up on the rest of your content marketing news and strategy