By querying PR experts Mike Keaton and Gordon Mayer, I learned of four ways to find journalists, and their emails, to target with your press release.
1. Buy contacts from online sources. (The best way, but it costs.)
Mike Keaton, the PR and Communications Director of SCORE‘s national organization, explains: “you can find names and emails but you are most likely going to have to pay for them.” Gordon Mayer, Vice President of Community Media Workshop (CMW), concurs in his post On Press Releases and Pitching, “There’s no such thing as a free lunch or even free milk and cookies when it comes to accurate up-to-date contact information for journalists. This is one of the single biggest barriers to a democracy of information, and if you think about it, it’s an outrage that contact info for journalists is so hard to come by.”