How to Create a Press Release Distribution List: A Complete Guide
A press release is only effective if it reaches the right audience—journalists, editors, influencers, or media outlets who care about your story. One of the most essential tools to ensure your press release reaches these people is a well-built press release distribution list.
In Malaysia and globally, having a targeted, accurate, and regularly updated media list can significantly increase your chances of media coverage, especially if you’re doing direct pitching or manual distribution instead of using expensive wire services.
This article walks you through how to create a solid press release distribution list from scratch, what to include in it, where to find media contacts, and how to keep it fresh.
What is a Press Release Distribution List?
A press release distribution list is a database of journalists, editors, news desks, bloggers, influencers, and media outlets you plan to send your press release to. The goal is to ensure your announcement reaches people who are most likely to be interested and willing to publish or share your story.
It typically includes:
- Name of the journalist or contact person
- Media outlet name
- Job title (e.g. News Editor, Reporter, Feature Writer)
- Email address (direct or newsroom)
- Phone number (optional but helpful)
- Media type (TV, online, print, radio, blog)
- Location (e.g., Kuala Lumpur, Penang)
- Niche or beat (e.g., business, tech, lifestyle, health)
Step-by-Step: How to Build a Press Release Distribution List
Step 1: Identify Your Target Audience and Media Niche
Before building your list, define the nature of your press release. Is it about:
- A new product launch?
- A fundraising campaign?
- A tech innovation?
- A government collaboration?
- A social issue or public health campaign?
From this, determine which media sectors to target—business, tech, lifestyle, health, travel, entertainment, etc.
In Malaysia, for instance:
- Business/Finance: The Edge, The Malaysian Reserve
- General news: The Star, Malay Mail, Free Malaysia Today
- Lifestyle: SAYS, Juice, Vulcan Post
- Tech: Lowyat.NET, Digital News Asia
- Broadcast: Astro Awani, TV3, Bernama Radio
Step 2: Research Media Contacts
There are several ways to collect the names and emails of media contacts:
A. Explore Media Websites
Most news websites have a “Contact Us” or “About Us” page with editorial team details. Look for sections like:
- Editorial desk
- Newsroom email
- Journalist directories
- Contributor pages
B. Use LinkedIn or Twitter (X)
Search for journalists by title or outlet. Use filters to find local reporters, or explore hashtags like #MYnews, #MalaysiaMedia, or #JournoRequest.
C. Look at Past Articles
Find articles similar to your topic and check the author. Their name is often clickable with a bio or contact info.
D. Use Media Directories
You can use free or paid platforms to access media databases, such as:
- Hunter.io (to find email addresses)
- Muck Rack (some free access)
- RocketReach
- Prowly (media database with local options)
- Google Sheets (DIY list)
Step 3: Organize the List into a Spreadsheet
Use Excel or Google Sheets to keep everything tidy. Include columns for:
- Full Name
- Outlet Name
- Title
- Phone (optional)
- Language (English, BM, Mandarin)
- Focus/Niche
- Notes (e.g., prefers lifestyle pitches)
Example:
| Name | Outlet | Title | Niche | Language | Notes | |
|---|---|---|---|---|---|---|
| John Tan | The Star | Business Editor | johntan@thestar.com.my | Business | English | Open to fintech stories |
| Aida Razak | Berita Harian | Reporter | aida.razak@bh.com.my | Lifestyle | BM | Covers wellness content |
Step 4: Segment Your List
A single blast to everyone isn’t effective. Divide your list by relevance:
- Primary list: Highly relevant contacts (reporters on your topic)
- Secondary list: General newsroom emails or editors
- Local list: Regional media near your location or event
- Influencers/bloggers list: Non-traditional media, especially in lifestyle and travel sectors
This allows you to customize your pitch for different groups, increasing your success rate.
Step 5: Regularly Update Your List
Journalists often change roles or move to other outlets. An outdated list can result in bounced emails or missed opportunities.
- Set a reminder to update your list every 3–6 months
- Remove invalid emails
- Add new contacts from fresh articles or press events
- Monitor responses—note who engages with your releases
Step 6: Maintain Good Relationships
When your press release is published, always:
- Thank the journalist or editor
- Share the published article on your social media
- Tag and credit the outlet
- Avoid spamming the same contact with irrelevant content
This goodwill builds trust for future releases and increases the chance of coverage.
Tips for Better Results
- Keep your email subject line short and catchy
- Include your press release in the email body, not just as an attachment
- Avoid sending emails during weekends or public holidays
- Use a professional signature with clear contact details
- Add a short personalized intro (“Hi Aida, I loved your recent piece on travel trends…”)
Free Tools to Help Build a Distribution List
- Google Alerts: Track media mentions or related topics
- Hunter.io: Find and verify emails
- Google Sheets: Collaborate on shared lists
- LinkedIn Sales Navigator: Filter Malaysian journalists by region and role
- Mailchimp or Brevo (Sendinblue): Send releases to your segmented lists (free plans available)
FAQs About Press Release Distribution Lists
1. Can I buy a press release distribution list for Malaysia?
Yes, some PR agencies or media databases offer curated lists, but they can be expensive and may include outdated contacts. It’s often better to build your own or hire a local PR expert to create a customized list.
2. How many contacts should be on a good press release distribution list?
Quality matters more than quantity. A good list for a niche story might have 30–50 high-relevance contacts, while a general news list may have over 100. Avoid sending to irrelevant media to prevent being marked as spam.
3. Should I include bloggers and influencers in my list?
Yes, especially if your story is consumer-facing (e.g., lifestyle, fashion, food). Many Malaysian bloggers have strong followings and are open to press content if it fits their niche.
4. What’s the best way to send press releases to my list?
Use professional email tools like Mailchimp or Brevo (free tiers available), or send personalized emails through Gmail. Avoid BCC blasting hundreds of addresses at once—this reduces credibility.
5. Do I need separate lists for English and Bahasa Malaysia media?
Yes, it’s a good practice. Tailor your pitch and press release to the language preferences of the outlet or journalist. This increases your chances of publication.
Conclusion
A well-researched, clean, and segmented press release distribution list is one of the most valuable assets in your PR toolbox. Whether you’re a business, NGO, startup, or freelancer, building your own list allows you to control your narrative, reach the right audience, and get the media coverage your story deserves.
With consistency, smart targeting, and professional outreach, your next press release can be more than just an announcement—it can be news that gets noticed.
