Building a Media List

The media list includes the primary targets for distributing news and information related to a nuclear organization and the work it is doing. The list should include priority names and addresses of journalists in your community – the ‘first responders.’ This is followed by national and international journalists and wire services that follow your issues, and then the trade press, which typically provides an ongoing awareness and an openness to more feature-focused reporting. Once these targets are on the list, it can be expanded by adding in less direct media representatives that have shown previous interest in the organzation's issues.

The list should include all varieties of news outlets: newspapers, magazines, radio, newsletters, wire services, websites and television. It should include target journalists, the organization they represent, their beat or area of interest and their contact information, such as their email address and telephone number. A mailing address may also be helpful depending on access to electronic communications. In cases where, due to staffing or training, communicators are unable to establish a satisfactory media list, they should consider working with a consultant to create a customized contact list of journalists and other media representatives.

Beyond the media list, it is important to establish ongoing relationships with journalists and other media representatives. One option for building and establishing these relationships is hosting workshops or onsite tours where they are introduced to nuclear science and technology. This establishes an organization as an expert in the field that is committed to open communications with the media.

Media Outlet Types and Deadlines

Understanding the work of different types of media outlets and their general deadline structure is vital to effectively communicating nuclear news and activities:

• Daily newspapers and wire services – These publications and wire services thrive on breaking news stories, though they also offer a significant opportunity for larger feature pieces. For breaking news, they should be alerted as soon as possible, with a one to three day lead time expected for publication. For less time-sensitive feature pieces, providing two-weeks notice is typically necessary.
• Weekly and biweekly newspapers – These publications work on an elongated news schedule, though it also means breaking news will likely be delayed in its reporting from them. For breaking news, two to four days notice and for features one to two weeks advance notice.
• Monthly and bimonthly magazines – Except for the trade press, monthly and bimonthly magazines should only focus on feature articles, with between three to six months notice needed.
• Local TV/radio – Local television and radio operates on similar deadlines as daily publications, with some exception for high profile breaking news, which can be announced within hours of coverage. But, for planned announcements one to two days advance notice is needed and for larger feature stories two to four weeks.
• National and international TV/radio – Like local television and radio affiliates, national and international outlets operate with a shorter news window on breaking or timely announcement news, needing three to one day’s advance, while features should be pitched as much as six weeks in advance.
• National and international TV news magazines – These programs are more focused on feature stories, and need substantial planning time, with producers typically requiring three to four months’ notice to ensure complete interviews and editing.
• Internet news sites – These outlets differ depending on their design and staff size, with some following deadlines akin to daily publications, and others more in line with weekly or biweekly. Some can even produce timely news pieces with less than a day’s notice. It is important to identify the key outlets in this sector and learn their preferences regarding coverage deadlines.