Chapter 10: Distributing News to the Media
Media Databases- Media databases vary in format and scope. However a common denominator is that they usually provide such essential information as (1) names of publications and broadcast stations, (2) mailing addresses, (3) telephone and fax numbers, (4) e-mail addresses, and (5) names of key editors and reporters.
Editorial Calendars- Certain issues have a special editorial focus. Special issues are used to attract advertising, but news stories and features on the subject are also needed.
Tip Sheets- These are weekly newsletters that report on recent changes in news personnel and their new assignments, hwo to contact them, and what kinds of material they are looking for.
Selecting a Distribution Channel
- Email. Good for suggesting story ideas to journalists and editors, answering media questions and queries, and sending news releases.
- Online newsrooms. This is a comprehensive library of information for the journalist. Good for distributing news releases, media kits, features, corporate background information, and high-resolution photos and graphics.
- Electronic wire services. Best for distribution of financial news to large newspapers and major broadcast outlets on a nation or international basis where immediate disclosure is needed.
- Feature placement firms. Good for reaching suburban newspapers and small weeklies.
- Photo placement firms. Best for distributing high-resolution publicity photos on an international basis.
- Mail. A common method for distribution of routine materials to local and regional media.
- Fax. Good for sending media advisories and alerts and late-breaking important news. Not recommended for mass distribution of news releases.
- CD-ROMs. Best used for background material, such as corporate profiles, executive bios, and product information sheets. Increasingly used in place of printed media kits.
All information in this post can be found in Public Relations Writing and Media Techniques 6th Edition