If any of you have ever had to put together a list of friends and family so you can send your holiday cards, you know the agony. You merrily go to your address book and address the envelopes and mail them out. You’re happy to have the task off your hands until several cards come back to you…. and that’s when you realize you should have captured everyone’s addresses last year when you got their holiday cards!
It is always frustrating to send out a mailer or an email to customers or the media to find several returned or bounce backs. Let’s face it, the media is a revolving door when it comes to reporters, editors and news directors. It is unrealistic to think the list you built six months ago is still relevant. And, the time to find out isn’t when you’re getting ready to deliver an important press release or invitation to an event.
So, it is very important to do your due diligence and keep up with it regularly. As a public relations professional, I advise clients to review their lists at least every quarter. You cannot expect good results out of your media relations program if you’re working with a crippled list.
If you do not have a database system like HRB, it can be daunting. We pay for a fabulous service that allows us to create media lists on demand and we never have to worry about it being inaccurate. The service has hundreds of people checking and updating daily. We can also distribute and track the releases with this software, giving our clients the information and follow up needed. Good lists get results.
So take a lesson from life and avoid the holiday card pitfall, it will be the difference between a well-covered event or not.
New Look! 
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