Media List Builder
Targeted reporter lists in two minutes, not two hours.
Building a media list is one of the most time-consuming tasks in PR. Junior staff spend hours searching databases, cross-referencing outlets, verifying that reporters are still at the publications they think they're at, and writing one-sentence justifications for why each person belongs on the list. PR Desk does all of this in about 90 seconds — generating a curated list of reporters with current contact information and a specific, pitch-relevant rationale for each.
The problem
Traditional media list building involves some combination of Cision, Muck Rack, manual Google searching, and institutional memory. It's slow, expensive, and the results are often stale — reporters change jobs, switch beats, or leave journalism entirely. A list that was accurate three months ago might have 20% bounced emails today. And the "why a good fit" column? Usually gets filled in as an afterthought, if at all.
The solution
PR Desk generates media lists from scratch using AI that understands the media landscape. You describe the client and the pitch, and the system identifies reporters who are currently covering relevant topics at relevant outlets. Each reporter comes with a verified email address, their current outlet, and a one-sentence justification that's specific to both the reporter's beat and your pitch angle — not generic filler.
Capabilities
AI-curated reporter selection
PR Desk generates lists of up to 150 reporters per request, intelligently mixing top-tier national outlets with mid-tier publications and relevant trade/vertical publications specific to your client's industry. The mix is tailored to your pitch — a healthcare story will include more health trade pubs, while a markets story will skew toward financial outlets. The system prioritizes reporters who are actively covering topics related to your pitch angle.
Verified email addresses
After generating a list, click "Verify emails" to validate every email address on the list. The system checks each address against multiple verification layers to confirm deliverability. Invalid addresses are flagged immediately with a red indicator, verified addresses get a green checkmark, and ambiguous results get a yellow question mark. This catches bad addresses before you waste time on bounced pitches.
Build on existing lists
Already have a list of 40 reporters and need to expand it? Upload your existing list (Excel or CSV) and PR Desk will generate only new, non-duplicate reporters. The system reads your existing list, understands who's already included, and fills in the gaps with reporters you haven't considered. This is especially useful when you're expanding a proven list for a follow-up campaign or a slightly different angle.
Special instructions and export
Add specific targeting preferences in the special instructions field: "focus on West Coast reporters," "exclude broadcast," "prioritize reporters who cover Series B+," "include fintech trade pubs." The system incorporates these constraints into its selection. When you're done, export the list as a formatted Excel file (.xlsx) ready for mail merge, with columns for outlet, first name, last name, email, and "why a good fit."
How it works
Enter the client name and industry/vertical to establish context.
Describe the pitch — the angle, the news hook, the key talking points. You can also paste the full pitch text for more precise targeting.
Select your target list size: 25, 50, 75, 100, or 150 reporters.
Optionally upload an existing media list (Excel/CSV) that the system should build on without duplicating.
Add any special instructions for targeting preferences — geographic focus, outlet type exclusions, beat specifics.
Click "Generate" and PR Desk produces a complete, formatted media list in about 60-90 seconds.
Review the results, verify emails with one click, and export as Excel for mail merge.
Use cases
New client onboarding — when you sign a new client, build their first media list in the kick-off meeting instead of assigning it as a week-long research project.
Pitch-specific lists — when you have a specific announcement or angle, generate a list tailored to that exact story rather than using a generic client list.
Expanding proven lists — take a list that worked for a previous campaign and expand it with fresh reporters for a new angle.
Junior staff empowerment — account coordinators can build lists independently without needing a senior team member to review every name. The AI handles the editorial judgment of "why a good fit."
Competitive research — generate a list for a topic a competitor is dominating to see which reporters are covering the space and identify outreach opportunities.
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