This is a very practical question that I get from time to time, and since I’ve heard it a few times, I figured I would post about it here on Mopwater.

People have asked me how they can create media lists without software, especially if they are only looking for a few select reporters. Here are the specific questions I’ve received and the answers I’ve given.

Q: Hello. I am working with a nonprofit that helps women become aware of the health issues HPV and cervical cancer. Looking for health reporters to pitch. Any ideas?

A: If your nonprofit doesn’t use Vocus, Cision, or MyMediaInfo, try a Google News Search on “HPV” and “Cervical Cancer” to give you stories that have been written in the past and the reporters who wrote them. Then pitch the reporters that are closest to your target.

Also, MyMediaInfo will give you a free 10 search trial which you could use to do a search for health reporters.

Q: I offered to help out some friends with their PR efforts, but we don’t have access to databases like Cision, Vocus, etc. Do you have any suggestions for creating media lists on a budget with social media? I’m looking to create a list of local DC media contacts. Any suggestion you have will be greatly appreciated. Thanks so much.

A: If you aren’t looking for a specific term but for local coverage on an industry, say, for example you’re looking for reporters who may cover Safeway Grocery Stores because that’s your client, I would suggest you do a Google news search for local stories written about your client’s direct competitors: i.e. Giant, Whole Foods, Yes market, etc. and manually record the names of reporters who have written stories in the last 18 mos on that beat. For contact information, use the internet to find the reporters on LinkedIn and Twitter, or call their outlet and ask for them by name to get their contact information. Create your media list in an excel sheet or Google document that can be easily updated.

And also see the Media On Twitter database.

There is nothing easy about this method. It’s old school and time consuming. That’s why the software is so valuable. However you can also share licenses with users if you are a solo PR practitioner and that can help to cut down on the cost.

Name: Lizzie Landon- Cole Sorensen
Age: 30
Current City: Saratoga Springs, NY
Job Title: CEO and Founder
Company Name: 32Flavors Public Relations
Length of Time in this Role: 6 years before that consulted for 2 under another company name
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Mopwater: Describe your path to PR. How did you wind up in this field?
LS:I grew up around a lot of creative people, between a mix of artists and innovators who made a good living, and then starving artists. I could always see both sides to the story but couldn’t deny my genetic ability to create, have ideas, and follow through with them. My grandfather replaced Kurt Vonnegut when he left GE, and he (R. Ned Landon) was the chief speech writer for the CEO of GE, as well as the PR liaison between GE and Disney. It always seemed like a shirt and tie job to all of us 10 grandchildren growing up, but little did we know that we would all inherit a bit of his creativity. On my father’s side, my grandmother is an incredible painter, sculptor and photographer, and that didn’t start to hit me in my own creativity until just recently.

I couldn’t wait to get out of high school where I was president of my business club (nerdy yes, but hey, those soccer jocks aren’t being interviewed right now are they?). I found a college that had a PR/Ad department and would take me as a senior in high school and let me do both senior and freshman year simultaneously. I loved to write, and was always coming up with ads and commercials in my head so I thought it would be interesting. My father, who has had his share of starving artist and layoff moments in the field of advertising, photography, and graphic design wrote me a 17 page letter about how I shouldn’t move from upstate NY to Providence, R.I., 1. Because I was 16, and 2. Because the marketing industry can be tough. Along side the artists in our family we have our share of lawyers, and professors, and as much as I tried for a more stable profession, it just wasn’t in me. Read the full story

Whether you’re a journalist or PR professional, you should be using Pitch Engine. It’s another one of those great 2.0 applications that makes all of our lives easier. Pitch Engine allows journalists to browse thousands of social media press releases, and gives publicists the chance to house their SMPRs online for free.  The press releases are easy to link and share on Twitter, Facebook, Friendfeed, Technorati, etc.  You can even upload photos, video, and audio.

I wanted to try out the service on myself before using it for clients. Check out my social media press release before it expires.