Creating - And Maintaining - An Excellent Media Contact Database

Whether it's emails or voicemail messages, reporters and writers move around, and they move around a lot. One minute someone you were briefing at a local newspaper is now in a different part of the country writing lead stories on a large TV network (or vice versa).
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How can you keep up with them? This is the fastest pace time anyone has ever seen in the age of misinformation and it's up to you to be on top of your contacts, because when you need them you'll need them fast and you'll need them to be accurate.
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There are options to suit everyone but there is no one silver bullet. It does take work to keep on top of contacts but it can be very useful when it comes to emergency situations or a crisis that needs to be managed urgently.