How to Create and Organize Media Lists

Add relevant people to a media list in order to target your email pitches more effectively

Whitney W. avatar
Written by Whitney W.
Updated over a week ago

Welcome to your go-to guide on managing your Media Lists!

Media Relations is designed to help you organize relevant influencers (editors, journalists, and bloggers) into a set of lists. Media lists used for outreach to journalists should be targeted to a specific pitching initiative. You can also follow people of interest by adding them to your media lists and using them in content streams within Monitor.

This article will walk you through the following:

How to Create a Media List

  1. Go to Media Relations via the left-hand side navigation bar

  2. Select Search

  3. Via the 'I'm looking for' option, select to look for individual people or sources

  4. Use the search bar to look for journalists by their name or topic they write about

  5. The 'Filter By' options on the left can further refine the journalist results

  6. Once you've found the right journalist to approach, select them via the tick box. If you have used the 'tick all' option and have more than 25 journalists in your list, please note the alert with a prompt to 'Select all contacts'.

  7. Select the 'Add to List' icon to load the list options

  8. To create a new list, type the name of the list and then select 'Save'

  9. To save to an existing list, select it from the list

  10. Select 'OK' to save the list

Have your own list of journalists or media contacts you'd like to use?

The benefit of using journalists from our database over uploading your own is that we update the contacts in our database proactively and upon request from you. You can learn about how to request an update at the bottom of this article. You can also request contacts to be added to our database.

How to Manage Existing Lists

If you have many lists (our customers have 12 on average) you can easily sort the set of lists to take relevant actions for your lists, such as updating the list to ensure that it continues to be relevant, rename it, or delete it.

  1. Go to Media Relations via the left-hand side navigation bar

  2. Click on My Contacts tab in the navigation

  3. Click on the list name to be presented with the members of that list

  4. Remove journalists as needed from your lists. You can also export members from the list to a CSV, send email to selected members of the list, and add selected members to another list

  5. Alternatively, on the previous page, hover over the media list you'd like to update, select the ellipsis on the far right

  6. Choose from editing list details or deleting the list entirely

In order to make it easier for you to manage your lists, we are exposing additional data about your lists so that you can quickly determine who created them, for what purpose, how often they are used for pitching, and also how effective they are (the more targeted lists are the higher the engagement metrics will be).

Note: Follow relevant people on X and engage with their content! Show that you exist beyond trying to send them unsolicited press releases. This route of introducing yourself is subtle and helps you build a lasting relationship with the contacts.

Search Filter Options

Filter by On my lists? to see journalists who are already on your lists or have not been added to any lists. Note that this filter is only available if you have less than 3,000 journalists across all your lists.

Use Beats to find journalists writing about a specific topic or topics. Adding additional beats will expand your search.

The Location filter corresponds to the number of journalists who work in a specific country, state, or sub-region or city. Adding additional locations will expand your search. You can also use the Map feature to drill into specific regions, please see further details on when to use the map search via this article here.

Filter by Profile Type to focus on journalists with your desired degree of confidence. All profile types appear by default, but you may choose to narrow down the results to only Verified and/or Private, as well. Learn more about profile types and profile personalization here.

Use the Includes email type to filter by profiles that include any combination of direct, indirect, or user-added email address.

Use the Includes phone type to filter by profiles that include any combination of direct, indirect, or user-added phone numbers.

Reach is based on the number of visitors, audience, or circulation of the outlet. After the Top 5%, the Middle Tier is the next 15% and the Bottom Tier corresponds to the lower 80%.

The Geographic Region filter describes the news focus of a particular outlet (e.g., a national newspaper, an international online magazine, or a local radio station). Couple this filter with the location filter to find contacts in specific cities that write for national publications.

Use the Role filter to search for journalists in a specific role. Roles are general categories based on the contact’s title. For example, Film Critics & Movie Critics are both listed under Critic. Pair this filter with specific beats to find specific critics.

The Source Name filter will help you find journalists at a specific outlet or group of outlets. Start typing the name of a publication to add it from the drop-down list.

The Media Channel filter will help you narrow down your search results to a specific medium, for example radio or magazines.

The Language filter will help you to identify what language the journalist publishes in.

The Frequency filter is used to find those journalists associated with outlets that publish at a specific frequency. For example, daily versus quarterly magazines.

Use Email to search for journalists by their email address. Useful if you have the email of a journalist and need to find their profile.

Video: Managing and Maintaining your Media Lists

Check out this short video from our Training Series about your media lists. All videos within this series can be found via our On-Demand Training Videos page here.


List management is extremely important as it can determine in part the efficacy of your outreach campaigns. Learn more about what happens when journalists unsubscribe from your lists and Meltwater's database via this dedicated article here.

One way to improve your strategy is to identify and replace journalists who have unsubscribed from your releases.

If journalists unsubscribe from your releases, their contact card will display ‘Unsubscribed’ within your media lists. This badge appears on journalists who have requested not to receive email from you. Occasionally, we experience journalists who opt-out of our database. We are required to remove these journalists completely, which means they will no longer be visible within media lists or search.

What to look out for if you have a high unsubscribed or opt-out rate:

A high unsubscribe rate is a clear signal of low relevance. Since these metrics are for the last 30 days, this number should never be above 5 journalists. If it is, compare the content of your release's content vs. the journalist's profiles & their areas of interest. Start with those that have unsubscribed.

Build a smaller, more targeted list and send your next release to this list. Analyze which reporters on the list may not be interested and which journalists you may have missed an opportunity with.

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