Methods of Distributing a Media Release

Email

If using this method of distribution, send your release in the email message itself, not as an attachment, in a plain text format. Type MEDIA RELEASE in your subject line.

Fax

Waning in popularity as more media outlets phase out the fax machine in favor of digital.  A reminder to make sure your font choice and size is plain and easily readable by fax – Times New Roman or Arial in a 12 or 14 point size are good choices. Don’t forget to include a cover page.

Postal mail

Goodness, who does that anymore?  This method is not preferable unless time is not an issue and you want to stand out.

When to Send a Media Release?

Most media releases should be sent at the time the story, or event, is taking place. If you send it too early, there may not be enough for the media to write about. If you send it too late, the media may not want to cover something they feel is out-of-date. For example, if you are having a fundraising event on Saturday, send a media release with information about what happened at the event on Saturday evening or Sunday. If you wish to invite the media to attend an event in person, send a brief media advisory a day or two in advance listing just the WHO, WHAT, WHEN, WHERE.

What else you can do to get the attention of the media?

Following up on your media release with a phone call is sometimes worthwhile – ask them if they have received your release and remind them that you are available if they wish to follow-up with you. Always thank the media for their time and consideration.

While following these guidelines and applying creativity to your media release may help increase its chances, there is still no guarantee the media will cover your story. Some stories, no matter how wonderful or important to your organization, will appear dull to anyone not intimately involved with your organization. Don’t send releases to the media in such cases. You don’t want to damage the credibility of your organization with the media by sending boring stories – or they might start to ignore everything you send because you have developed a reputation for never sending them anything interesting.

Remember that every time you interact with the media you are building a relationship – even if they don’t pick up your first story, hopefully you will have made a valuable contact and have improved your chances for the next time!

References