media-press-discovery

name

media-press-discovery

description

Build a journalist-level press outreach database from a list of media outlet domains. Use when the user wants to do PR / earned media outreach for a DTC brand and needs to find specific journalists at target outlets, with their beats, recent topical coverage, and pattern-guessed candidate emails that are treated as hypotheses rather than contacts: the pipeline runs `--verify` as part of the main flow, `email_verified` acts as a hard send gate (`verified` / `smtp_ok` sendable, `unverified` / `smtp_fail` to a manual-research queue), and no journalist name, byline, article URL or date may be reconstructed from memory to fill a row — an unfetchable outlet stays an explicit not-retrieved row. Triggers on "media pitch list", "find journalists at outlet", "PR outreach database", "press contacts for [outlets]", "build editor list", "who should I pitch at [outlet]", "journalist contacts for media outreach".

Media Press Discovery

Build a per-journalist press outreach database from media outlet domains, anchored on Muckrack's public outlet pages, with a fetcher that handles Cloudflare reality.

🔴 Guessed emails are not contacts (read before you send anything)

guess_emails.py does exactly what its name says: it pattern-guesses ([e-mail] and friends) from a name and a domain. A guess is a hypothesis, not a contact.

• 🔴 Never send to a row whose email_verified is unverified. Verify first (NeverBounce / ZeroBounce / an MX+SMTP probe), or find the address on the journalist's own byline page, outlet masthead or public profile.
• Why this is not pedantry — these are named, real journalists. A wrong guess lands one of three ways, and all three are bad:
  1. Bounce → repeated hard bounces damage your sending domain's reputation, which quietly degrades every future campaign
  2. A different real person at that outlet reads a pitch meant for someone else — worse than not sending
  3. Spam trap → some outlet domains run them; a hit can blocklist your domain
• The verified column is a gate, not a note. Export/segment on it: verified and smtp_ok are sendable, unverified goes to a manual-research queue.
• 🔴 Never invent or "reconstruct" a journalist name, byline, article URL or publish date to fill out the DB. Every row must trace to a page actually fetched in this run. Muckrack lags 2-8 weeks and journalists move — an unfetchable outlet is an ❌ not retrieved row, not a row to be filled in from memory.
• Compliance: cold press outreach must still identify you honestly and offer a way to stop hearing from you (CAN-SPAM; GDPR legitimate-interest if the journalist is in the EU/UK). Repo-wide rule: do not disguise a pitch as something it isn't.

Cloudflare Reality (read this first)

Muckrack sits behind Cloudflare. As of 2026-05, the following programmatic approaches fail:

• requests / curl_cffi → 403 (Cloudflare 5-sec JS challenge)
• Headless Selenium → blocked by navigator.webdriver detection
• undetected-chromedriver → version-skew / Apple Silicon binary issues + Cloudflare detection updates
• Connecting Selenium to a freshly-launched Chrome with empty profile → no cf_clearance cookie, fails challenge

What works:

1. --via html-dir (recommended for single-time use): user opens each outlet page in their normal browser (which has a valid cf_clearance), saves HTML, runs the parser against the directory. Works on any platform, $0, manual save step ~10s per outlet.
2. --via remote-chrome (for repeat use): user launches their normal Chrome with --remote-debugging-port=9222, browses muckrack.com once to obtain cf_clearance, then runs script which drives the same Chrome session. Faster than html-dir for repeat runs.
3. --via apify (paid, ~$0.001/page): Apify's Web Scraper actor handles Cloudflare in their infra. Set APIFY_TOKEN env var. Best for scale (100+ outlets).

The pipeline supports all three; choose based on scale.

Quick Start (recommended html-dir flow)

# 1. Open each outlet page in your normal browser, save HTML to a dir
#    Naming convention: muckrack.com_media-outlet_<slug>.html
#    For ~25 Tier A outlets, this is 5-10 minutes of save-as.
mkdir -p press_html
# (manually save pages: muckrack.com/media-outlet/teenvogue → press_html/muckrack.com_media-outlet_teenvogue.html, etc.)

# 2. Run pipeline
cp templates/outlets_template.txt outlets.txt
cp templates/keywords_template.txt keywords.txt

python3 scripts/discover_journalists.py outlets.txt --via html-dir --html-dir press_html --out journalists.jsonl
# now ALSO save each journalist's /articles page (one HTML per journalist)
# (or use remote-chrome / apify for this step — see references/multi_machine.md)
python3 scripts/find_articles.py journalists.jsonl --keywords keywords.txt --via html-dir --html-dir press_html --out articles.jsonl
# --verify is NOT optional if you intend to send. Without it every row lands as `unverified`.
# Free path: SMTP MX probe (~60% accurate per the script's own docstring).
# Better: set HUNTER_API_KEY and the script uses Hunter instead of the raw probe.
python3 scripts/guess_emails.py journalists.jsonl --out emails.csv --verify
python3 scripts/score_and_export.py journalists.jsonl articles.jsonl emails.csv \
    --backlinks /path/to/kol_prospects.csv \
    --out pitch_db.csv

🔴 Before any outreach, split pitch_db.csv on email_verified: verified / smtp_ok are sendable; unverified goes to a manual-research queue, not to the mailer. The SMTP probe is ~60% accurate, so smtp_fail is "unproven", not "proven wrong" — send those to manual research too, don't delete the journalist.

Quick Start (remote-chrome flow, faster repeat use)

# 1. Quit Chrome, then relaunch with debug port:
#    macOS:
"/Applications/Google Chrome.app/Contents/MacOS/Google Chrome" --remote-debugging-port=9222 &

# 2. Manually browse to muckrack.com once and verify pages load (this seeds cf_clearance cookie)

# 3. Run pipeline — scripts will drive YOUR Chrome session
python3 scripts/discover_journalists.py outlets.txt --via remote-chrome --port 9222 --out journalists.jsonl
python3 scripts/find_articles.py journalists.jsonl --keywords keywords.txt --via remote-chrome --port 9222 --out articles.jsonl
python3 scripts/guess_emails.py journalists.jsonl --out emails.csv --verify
python3 scripts/score_and_export.py journalists.jsonl articles.jsonl emails.csv --out pitch_db.csv

Multi-machine fan-out: references/multi_machine.md.

Inputs

Required	Description	Example
outlets.txt	One outlet per line. Format: muckrack_slug,outlet_domain	teenvogue,teenvogue.com
keywords.txt	Topic keywords for relevance filter (one per line)	[your category keyword 1] [your category keyword 2]

Optional:

• kol_prospects.csv from sister skill tools/backlink-kol-extractor (boosts journalists at outlets that competitors got linked from).

Output Schema

pitch_db.csv (sorted by relevance_score desc):

Column	Type	Description
outlet	str	Muckrack slug
outlet_domain	str	Outlet root domain
journalist	str	Full name
muckrack_url	str	Profile URL
topic_match_count	int	# of bylined articles whose title matched topic keywords
last_topic_article_url	str	URL of most recent in-topic article
last_topic_article_date	str (ISO)	Publish date of that article
relevance_score	int	0-100 — see references/methodology.md
email_1, email_2, email_3	str	Pattern-guessed candidates — hypotheses, not contacts. Never send without verifying
email_verified	str	verified / smtp_ok = sendable · smtp_fail / unverified = manual-research queue. 🔴 This column is a send gate, not a note

When to use

• New brand pre-launch (4-week+ runway), need to seed earned media.
• Have a Tier A outlet list (e.g., from tools/backlink-kol-extractor cross-validation).
• Want a structured outreach DB (journalist-level, not just outlet-level).

When NOT to use

• Influencer/KOL discovery → use tools/backlink-kol-extractor (different anchor: backlinks not bylines).
• Pitch personalization at scale → out of scope (no LLM personalizer here; do it by hand or use a sister skill).
• Real-time editor changes / outlet hires → Muckrack lags 2-8 weeks; don't expect cutting-edge.

References

• references/methodology.md — full 5-step playbook
• references/multi_machine.md — partition + merge workflow
• references/tool_choices.md — why this stack, what we tried, what failed