PR Media List Template (2026), a Campaign Tracker
A PR media list template has four tabs, a master list, a campaign tab, a coverage log and a do-not-contact list, so you can track every release.
It shows who you pitched for each release, what came back, and who to write to next. The layout fits a solo publicist or a small agency.
Facts and counts checked October 19, 2026. See something wrong? Tell us.
Key takeaways
- A PR media list template has four tabs, master list, campaign, coverage and do-not-contact.
- Track reply rate, coverage rate and bounce rate by tier.
- Check the do-not-contact tab before every send.
Download the starting point. The blank master list, with the 14 columns and a pitch log tab, is on the media list template page as an Excel workbook, a CSV file or a printable PDF. Add the campaign and coverage tabs described below on top of it.
Why PR teams need more than one tab
A simple list shows who you can reach. A PR list also has to show what you sent, to whom and what happened. If all of that lives in one tab, it gets messy after the second release.
The fix is to separate the people from the pitches. The master tab holds the people once. Each campaign gets its own tab that points back to the master. That way a reporter's job change is fixed in one place.
The four tabs
| Tab | What it holds | Who touches it |
|---|---|---|
| Master list | Every contact with name, outlet, beat, email, tier and notes | Updated when facts change |
| Campaign | One row for each person pitched for one release, with status and dates | Updated every day of a campaign |
| Coverage | Date, outlet, headline and link for every story earned | Updated when a story runs |
| Do not contact | People who asked to stop, plus bounced addresses | Checked before every send |
The master list can use the layout from our media list template. The next sections show the other three tabs.
The campaign tab
Use one tab for each press release or story. Name it with the topic and the month, such as "Store opening, Nov".
Name Outlet Beat Tier Angle sent Date pitched Pitch status Reply date Follow-up date Result Notes
Three of these columns are worth a note.
- Angle sent. Different outlets need different angles. A local paper may want the neighborhood story, a trade site may want the numbers. Write the angle in a few words so you remember it.
- Pitch status. Use the same five choices in every campaign. Not contacted, pitched, replied, covered and no thanks.
- Result. Covered, declined, no reply, or follow up later.
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The coverage log
Date Outlet Headline Link Reporter Campaign Type
Type can be news story, feature, quote, mention, interview or podcast guest spot. A coverage log makes monthly reports easy, and it shows your client or boss what the work produced.
The do-not-contact list
Keep one column for the email and one for the reason. Opt-out, bounced, left the outlet, or asked us to stop. Check this tab before every send. If you email people in the United States for business reasons, the federal CAN-SPAM rules still apply. The Federal Trade Commission says the law does not exempt business-to-business email, and that you must honor an opt-out request within 10 business days.1 Our guide on emailing journalists legally explains more.
Tiers for PR lists
Sort every person into a tier before you pitch.
| Tier | Size | Treatment |
|---|---|---|
| A | 10 to 20 people | A fresh email for each, with a real reference to their recent work |
| B | 20 to 50 people | A short template with one personal line |
| C | Everyone else who fits | The same email with name and outlet merged in |
These sizes are our suggestions. Adjust them to the size of your story.
Three rates that tell you if your list works
You do not need a dashboard. Three simple rates are enough, and you can compute each with one formula.
- Reply rate. Replies divided by pitches sent.
- Coverage rate. Stories earned divided by pitches sent.
- Bounce rate. Emails that bounced divided by emails sent.
Track them by tier. If Tier A replies and Tier C does not, shrink Tier C. If the bounce rate is high, the problem is your data, not your pitch.
The reason to track by beat is clear in the survey data. Of more than 3,000 journalists surveyed in 2025, 86 percent said they would immediately reject a pitch not aligned with their beat or audience.2 A low reply rate often means the beat match is off.
Filling the master list faster
A database can fill the master tab in minutes. In Media List you filter by beat, outlet, state and media type, check the email status column, and export. The export has first name, last name, title, email, email status, LinkedIn, outlet, website, location, country and industry. The database holds 38,000+ journalists, editors and producers, 27,000+ in the United States, plus 189,000+ YouTube channels and 1.2 million podcasts.
If bounced emails are your main worry, note that Media List replaces any exported email that bounces at no cost.
A weekly routine for the template
- Monday, review every row with a follow-up date this week.
- After every send, update the status right away.
- Friday, add new stories to the coverage log.
- Monthly, move bounced or opted-out people to the do-not-contact tab.
Start with real contacts
Try it with a 3-day trial at $0 today, using a card or PayPal. You can export up to 25 contacts during the trial. Plans start at $99 a month, and there is no annual contract.
Questions, answered
What is a PR media list template?
It is a spreadsheet layout for tracking the journalists, hosts and creators you pitch. A PR version also tracks each campaign, the coverage you earn and the people who opted out.
How do I track pitches in a spreadsheet?
Use a campaign tab with one row for each person pitched, a status column with fixed choices, the date pitched and a follow-up date.
What is a good reply rate for a media pitch?
There is no single standard, and results vary by industry and story. Track your own reply rate by tier and improve it over time.
How many follow-ups should I send?
One or two. A single polite follow-up after three to five business days is common. See our guide on following up without burning the contact.
How should I log press coverage?
Keep a coverage tab with date, outlet, headline, link, reporter, campaign and type of coverage. It makes reports easy.
Can I use this template in Google Sheets?
Yes. The same tabs and columns work in Google Sheets or Excel.
Related guides
- Media List Template (2026), the Columns Every PR List Needs
- Media List Template for Excel (2026), Set It Up Step by Step
- Building Media Lists (2026), a Weekly Habit That Works
- Media Email List (2026), How to Build and Send to One
Sources
- Federal Trade Commission, CAN-SPAM Act compliance guide for business, checked 2026-10-19
- State of the Media 2025 report announcement, May 7, 2025, checked 2026-10-19
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