How do I check a PR firm’s media contact lists and who keeps them current?
Ask to see the lists, how they are kept and who updates them. Then test a sample: pick names and check they still hold the role listed. A list that is maintained by several people and tested often is an asset; one kept in a single person’s head or inbox is not.
Ask where the lists live. A shared database that the whole team edits is very different from a spreadsheet on the founder’s laptop. Find out how contacts are added, how changes of job are caught, and whether anyone is assigned to keep the lists clean. Test a sample yourself. Choose a dozen names across beats and outlets, then search for them to see whether they are still in the same seat. Stale details are a sign that outreach quality has slipped.
Look at relationships behind the names. A list only gives you an address. Ask which journalists respond to which staff, and what pitches they have recently taken. If most replies go to one consultant, the list is only as good as that person’s continued presence.
Finally, ask whether the contacts were gathered with consent for the use made of them. Your lawyer can tell you what applies to storing and using contact data, and whether any of it may transfer to a new owner. Ask the team to show how a new journalist is added to a list, how a bounced message is handled and who reviews the lists before a large send. A clear routine beats a promise that someone keeps an eye on it.
Key takeaways
- Find out where the lists live and who updates them.
- Spot-check a sample of names against current roles.
- Ask which relationships depend on one consultant.
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