2. Maintaining Your Database

Whether you keep your editorial contact information in an electronic database (such as an ACT or DBF file) or in a traditional Rolodex, your contact information must be kept up-to-date. Editors come and go, reporters are reassigned to new beats, and publications merge or create spin-offs. You need to stay on top of these changes. Review your media contact list at least every three to four months. Contact appropriate people in each organization to get updates of names, email addresses, and phone numbers. Through this exercise you may discover new targets to whom you can pitch your story.