Step Three: Inform the Media

Once completed, the press releases and media advisories should be e-mailed or faxed to all contacts on your media list. Check with specific journalists to ask what distribution method they prefer.

Tips for E-mailing Press Releases: • Be sure to cut and paste the text of the release into the body of the e-mail. Many journalists will not open attachments due to the threat of computer viruses. • Send the release with a creative subject headline. Journalists receive many e-mails a day, so try to make yours stand out from the crowd. • Clearly provide contact information including your phone number and e-mail in the body of the e-mail.

After distributing the press release, be sure to follow up with media contacts to:

• Ensure that the press release was received;
• Find out if the reporters want additional information about the event;
• Solicit feedback on the newsworthiness of the event and issue; and
• Encourage reporters to cover your event or activity.

One of the best ways to follow-up with a reporter is over the phone. Unless a reporter has specifically asked not to be called, you should consider the phone as your primary method for following up with reporters During a follow-up telephone call to a reporter, be brief and direct. Immediately state who you are, why you are calling, and the reason why the person should listen to you. Keep the following points in mind when following up with a journalist:

• To keep the reporters attention, provide new information about your event or story that is not contained in your press release or media advisory.
• Be able to explain your story in three sentences or less. It doesn’t hurt to practice your “pitch” with a friend prior to making the call.
• Offer to assist the journalists in finding students and/or faculty to interview about your story.

Keep in mind that a key ingredient to obtaining publicity in any medium, but especially for radio and television, is to be accessible, flexible, and accommodating. It is important to remember that you are seeking to serve the journalist’s needs, not the other way around. Click Next for specific tips on how to best work with the media.

The Assignment Desk Most major print and broadcast media outlets will have an assignment desk staffed by one or more people. This desk is command central for the outlet and its staff often determines which stories are covered and who will be covering them. If you are not sure exactly who to call to follow-up with on a story, call the assignment desk staff and ask. The assignment desk should also always be faxed or e-mailed media advisories about upcoming events.