Media Contacts Segmentation Tips

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Segmenting your media contacts list is a crucial step in ensuring effective communication with journalists and media outlets. By organizing your contacts into specific groups based on their interests, beats, or geographic locations, you can tailor your outreach efforts and increase the chances of securing earned media coverage for your business. In this article, we will discuss some helpful tips for segmenting your media contacts, using as an example.

Understanding Your Audience

The first step in effective media contacts segmentation is to thoroughly understand your target audience. Consider the demographics, interests, and preferences of your ideal customers. This will help you identify which media outlets and journalists are most likely to cover stories related to your industry or niche. provides a comprehensive database of media contacts, allowing you to filter and search for contacts based on various criteria.

Segmentation Criteria

Once you have a clear understanding of your audience, it’s time to determine the criteria for segmenting your media contacts list. Here are some common segmentation options:

  • Geographic Location: Consider segmenting your contacts based on their location to target local or regional media outlets.
  • Industry/Niche: Group your contacts based on the industries or niches they cover. This will help you send tailored pitches to journalists who specialize in your field.
  • Topics/Beats: Identify the topics or beats that journalists are interested in. Segment your media contacts accordingly, allowing you to reach out to the right journalists for specific story ideas.
  • Publication Type: Categorize your contacts based on the type of publications they write for, such as newspapers, magazines, online publications, or blogs.
  • Influencer Status: Consider segmenting influencers separately to nurture relationships with individuals who have a significant impact on your target audience.
  • Engagement Level: Monitor the engagement level of your media contacts to identify those who consistently open, read, or respond to your emails. Segmenting based on engagement can help you prioritize and personalize your communications.
  • Past Coverage: Keep track of the journalists who have covered your business or industry in the past. By creating a segment dedicated to these contacts, you can nurture those existing relationships and increase the chances of future coverage.

Benefits of Segmentation

Segmenting your media contacts list offers several benefits. Firstly, it allows you to send targeted pitches and press releases to journalists who are more likely to be interested in your story. By tailoring your message to their specific beats or interests, you increase the chances of capturing their attention and securing media coverage.

Secondly, segmentation enables you to save time and resources by focusing your efforts on the most relevant contacts. Rather than sending generic pitches to your entire media list, you can concentrate on building relationships with a select group of journalists who align with your brand and industry.

Lastly, segmentation allows you to track and measure the success of your outreach efforts more effectively. By monitoring which segments generate the most coverage or engagement, you can refine your media relations strategy over time and improve the effectiveness of future campaigns.


Segmenting your media contacts list is an essential practice for any business looking to optimize their earned media efforts. By understanding your audience, establishing clear segmentation criteria, and utilizing tools like, you can enhance your communication with journalists, increase your chances of earning media coverage, and ultimately boost your brand’s visibility and reputation.

Published on November 26, 2023
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