A media database will be a crucial component of your overall media relations strategy. It will allow you to access members of your audience quickly and efficiently. It should contain a list of the newspapers, radio stations, television stations and other news outlets in your community. Your database of media outlets should include names of contact reporters and editors, addresses, phone numbers, fax numbers and e-mail addresses. It is wise to note deadlines for each outlet. Select only media outlets that attract the audiences you want to reach.

A telephone book is a great place to begin your research. The Yellow Pages contains several listings that can build your database very quickly. The Internet is a great source of media information and can provide a greater depth of understanding of what a media outlet covers and who to contact. You can purchase directories that list print and electronic media in your state or the country.

Once you identify your key media contacts, make an effort to familiarize yourself with the publication or broadcast. As an arts professional, it is important for you to study the arts and leisure pages and television and radio segments. Take a close 
look at the interests or points of view of columnists, writers and on-air personalities. Match your needs with their interests. With this knowledge, you can create a win-win situation.