AI PR Toolkit’s Media Database helps you find journalists and outlets based on their beats and recent publications. Keyword search is a quick way to explore who’s writing about what to start building targeted contact lists.
When to use keyword search
This feature is useful when you want to:
- Identify outlets and journalists whose recent content contains specific keywords
- Explore the media before starting outreach
- Understand what’s trending in your industry
- Build or expand your media list based on recent coverage
How to start a search
You can begin your contact search from any media list, whether it is brand new or already contains contacts. All search options will take you to the Contact Search view, where you can explore and refine your results.
Starting from a new (empty) media list
If your list is empty, you will see three options:
- Search with AI
Use chat-style guidance to describe your story and get relevant journalist matches. - Search by keywords
Find journalists whose recent content includes specific keywords. - Search by outlet name
Search for journalists based on their name, outlet name, country, or topic. You can narrow down your search with other filters.
Starting from an existing media list
To add more contacts to an existing list, click Add contacts in the top right corner. You will see these three options:
- Find new contacts
- Import from file
- Add contact manually
Select Find new contacts to open the Contact Search view. From there, you can search by AI, keywords, or outlet name.
Once you're in the Contact Search view, you can begin your search using keywords.
From the Contact Search view, you can launch a keyword-based query. Enter one or more keywords (e.g., data privacy, sustainable fashion, AI in healthcare) and click Find media contacts. Avoid overly generic terms like "tech" or "marketing"; the more precise you are, the better your results.
As you type, the system will also suggest related keywords using AI. You can add them to your search with a single click to expand your results.
The results will show journalists and outlets whose beats and recent publications match those keywords.
Refining your results
Once you get your results, you can narrow them down using filters at the top of the screen:
- Topic
- Country
- City
- Region
- Role
- Media type
You can also switch between Journalists and Outlets, depending on what you’re looking for.
Viewing contact details
Click any contact to see more information, including:
- Their topics and recent publications
- Their location and time zone
- Media type and outlet name
- Potential reach
Unless you're on a paid plan, some contact details, like email or phone number, will be hidden.
What you can do next
You can use keyword search simply for research or to build a media list.
To save contacts:
- Select the checkbox next to the name you want to add
- Click Add to list
- Choose an existing list or create a new one
This allows you to keep relevant contacts grouped and ready for your next campaign.
Tip: Try both broad and specific versions of your keywords. For example, searching plant-based food and meat alternatives might return different but complementary results.
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