NEW YORK: PR Newswire is expanding its targeted media service by adding healthcare, business, finance and banking contact lists to its existing technology databases.
The agency is launching 16 MicroLists of journalists who are interested in receiving news releases on specialist topics including pediatrics, genetics, e-commerce, mergers and acquisitions.
The service, a joint venture with PR research and software company MediaMap, already offers 40 US and 17 European MicroLists covering the high-technology sector.
PR Newswire public relations manager Renu Aldrich said that further MicroLists will be added on demand. 'It's driven by the journalists. We will expand if there's a need for specialist stories.'
Renu added that there are already plans to expand the technology MicroLists to include new topics.
PR Newswire, which allows agencies to target very specific media, provides subscribers with the ability to send press releases by e-mail, regular mail or fax. It also offers a press release tracking service, and a photo service.