5 Ways to Find Media Contacts Without Spending a Penny

Public Relations (PR) is a powerful tool for small businesses to increase their visibility, but one of the biggest hurdles (aside from the cost of hiring a PR firm) can be expensive media lists or PR databases. Fortunately there are several ways that you can find out journalist contact details without spending a penny:

1. Social Media

Social media is not just for networking; it can be a goldmine for finding media contacts. Many journalists and reporters list their email addresses in their social media bios. Start on X and see if you can find their email there. It's common for journalists to make it easy for people to get in touch, particularly if they’re open to story pitches or tips.

Pro Tip: Use #journorequest on X to keep an eye on what journalists are currently looking for and reach out if your product fits.

2. Google Search - Look for Competing Products and Their Coverage

Another cost-free way to find media contacts is by doing a simple Google search for similar products or competitors. Journalists who have covered similar products are likely to be interested in yours making them ideal media to contact.

When you find a relevant article or blog post, take note of the journalist’s name who wrote it. Some journalists are freelancers and write for multiple publications, so once you know their name, you can easily search for other articles they’ve written and potentially reach out for coverage of your business.

Pro Tip: Use search terms like "product review," “best XXX (your product)” or "business news" along with your competitor’s name to find articles related to your business.

3. Check the ‘About Us’ Section on Websites

Don’t overlook the "About Us" section of a publication’s website. While many publications may not make their reporters’ contact info widely available, they often list editorial contacts, including who covers specific beats or sections (such as lifestyle, tech, finance, etc.).

By reading the "About Us" page, you can figure out which journalists are most likely to cover your industry. Once you have their names or titles, you can proceed with other methods to find their contact details, such as using their social media profiles or figuring out email formats.

Pro Tip: Look for a press release or media contact page on the publication's website.

4. Print Magazines

While print media might seem like a thing of the past, magazines still play an important role in many industries. Many print magazines feature editorial contact details, either at the end of articles or in a dedicated section. This can be a great way to find journalists, editors, or writers who may be interested in your product.

You can find the contact information in a couple of ways: either on the magazine’s masthead (usually located in the front of the magazine), in the editorial or contributors’ section, or even within articles themselves. While not all magazines will provide emails, many still do, making this a valuable resource.

Pro Tip: Keep an eye out for trade publications in your specific niche—these often have highly targeted editorial teams.

5. Figure Out the Email Format for Each Publication

Once you know the journalist’s name, you can often guess their email address by figuring out the email format used by the publication. Most publications follow a standard format for their email addresses, such as:

• firstname.lastname@publication.com

• f.lastname@publication.com

• firstname@publication.com

You can test these formats using the journalist’s name. If you're not sure of the format, try looking up an email for a known contact at the publication (perhaps a customer service or editorial email), and try applying the format to your target journalist’s name.

Pro Tip: Tools like Hunter.io or RocketReach can help verify if your email guess is correct, saving you time and effort.

Final Thoughts

Building your own media contact list doesn't need to cost a fortune. With these five free strategies, you can find journalists and editors who are a good fit for your business and start reaching out to them for coverage.

Remember, successful PR is all about building relationships, so always approach journalists with respect and professionalism. Tailor your pitch to their interests, and focus on how your business or story can provide value to their audience. With patience and persistence, you'll see your business start to get noticed in the media.

Happy pitching!