Ways to Distribute News to the Media
[The information in this blog post was obtained from my PRCA 3330 text, in Chapter 10 – Public Relations Writing and Media Techniques, 6th ed. by Dennis L. Wilcox.]
- The foundation of all channels of distributing news is an updated media database. Your media database should be a directory of publication names/broadcast stations, mailing address, telephone numbers, fax numbers, e-mail addresses, and the names of key editors and reporters. Print and CD databases are used frequently but it is best to have an online database because it can be updated the easiest.
- Tip sheets are another useful way to find outlets in the media who may be interested in your material. Tip sheets are basically weekly newsletters that report on recent trends and changes within their company, upcoming projects, new contact information, and what they’re looking for in the news.
- Research shows that e-mail is the major form of communication among PR firms, clients, writers, and journalists! So be sure to have concise and catchy subject lines, don’t send HTML content, provide weblinks, yet don’t rely solely on e-mail!
- Electronic newswires distribute multimedia news releases pretty often now. These usually provide embedded photos and video clips. They’re distributed to Internet search engines and social networking websites.