Content is only good if there are people to enjoy it, and share it. Before you write a pitch and begin outreach, you must be certain to have a rock-solid media list.
If you have access to databases like Cision or Meltwater things will be a little easier to organize, but that will only get you half of the way there. If you don't have access to a database, that's ok, too, because the majority of the following six steps will still apply.
Step 1: What Are You Pitching?
Review what you want to say then whittle it down 10-20 seconds.
Whether it's an interview with an executive, a new product announcement, or a piece of killer content, you need to have a very clear and simple understanding of what you're offering. You can't build a targeted outreach list without knowing what your outreach will look like.