Media Database and Outreach Skill

Overview

The Media Database and Outreach skill provides access to journalist databases and media outreach automation capabilities. This skill enables efficient media list building, pitch tracking, and relationship management with journalists and media outlets.

Capabilities

Database Access

•Cision Connect journalist database access
•Muck Rack journalist search and monitoring
•Propel PRM media list management
•Contact information verification
•Coverage history tracking

Journalist Intelligence

•Journalist beat and preference tracking
•Recent article and topic monitoring
•Social media activity tracking
•Response rate analytics
•Relationship health scoring

List Management

•Media list segmentation
•Custom list creation and maintenance
•List sharing and collaboration
•Contact deduplication
•Export and integration capabilities

Outreach Automation

•Pitch tracking and follow-up automation
•Email deliverability optimization
•Personalization at scale
•A/B testing for pitches
•Coverage linkage to outreach

Relationship Tracking

•Interaction history logging
•Meeting and call tracking
•Preference documentation
•Exclusivity and embargo tracking
•Relationship tier management

Usage

Journalist Search

javascript

const journalistSearch = {
  criteria: {
    beats: ['Technology', 'Artificial Intelligence', 'Enterprise Software'],
    outlets: {
      types: ['national', 'tech-trade', 'business'],
      tiers: ['tier1', 'tier2']
    },
    geography: ['United States', 'United Kingdom'],
    engagement: {
      activeInLast: '90d',
      minArticles: 5
    }
  },
  results: [
    {
      name: 'Jane Reporter',
      outlet: 'TechCrunch',
      beat: 'Enterprise Technology',
      email: 'jane@techcrunch.com',
      twitter: '@janereporter',
      recentTopics: ['AI', 'SaaS', 'Startups'],
      responseRate: 'high',
      preferredContact: 'email',
      notes: 'Prefers exclusive angles, responds within 24h'
    }
  ],
  listCreated: 'Enterprise AI Reporters',
  contactCount: 85
};

Outreach Campaign

javascript

const outreachCampaign = {
  campaign: 'Q1 Product Launch',
  lists: ['Enterprise AI Reporters', 'Business Tech Journalists'],
  pitch: {
    subject: 'Exclusive: Company X Launches AI Platform',
    template: 'product-launch-v1',
    personalization: ['recent_article', 'beat_relevance'],
    attachments: ['press-release.pdf', 'product-images.zip']
  },
  sequence: [
    { day: 0, action: 'initial-pitch' },
    { day: 3, action: 'follow-up-1', condition: 'no-response' },
    { day: 7, action: 'follow-up-2', condition: 'no-response' }
  ],
  tracking: {
    opens: true,
    clicks: true,
    replies: true,
    coverage: true
  },
  metrics: {
    sent: 85,
    opened: 62,
    replied: 18,
    coverage: 8
  }
};

Process Integration

This skill integrates with the following PR processes:

Process	Integration Points
media-relations-strategy.js	Media targeting
media-pitching-campaigns.js	Outreach execution
press-release-development.js	Distribution lists
executive-visibility-program.js	Journalist relationships

Best Practices

•Data Hygiene: Regularly verify and update contact information
•Personalization: Research journalists before outreach
•Preference Respect: Honor communication preferences
•Tracking Discipline: Log all interactions consistently
•List Segmentation: Build targeted lists by topic and tier
•Relationship Focus: Prioritize long-term relationships over transactions

Metrics and KPIs

Metric	Description	Target
Database Accuracy	Contact info validity	>90%
Open Rate	Pitch email opens	>40%
Response Rate	Journalist replies	>20%
Coverage Rate	Pitches resulting in coverage	>10%
Relationship Health	Active journalist relationships	Growing

Related Skills

•SK-001: Media Monitoring (coverage tracking)
•SK-004: Press Release Distribution (wire distribution)
•SK-010: Influencer KOL Management (KOL outreach)