Chapter 10: Distributing News to the Media

Chapter 10 discusses selecting the appropriate channels of distribution that will ensure that your materials will reach the correct media and intended audience (Public Relations Writing and Media Techniques). It explores the many distribution methods, including e-mail, electronic wire services, feature placement firms, online newsrooms, mail, and faxing.

I found the chapter’s discussion on distributing news via e-mail to be of the greatest help. E-mail is a one of the most widely used channels in the field. Therefore, it is necessary for a practitioner to be very familiar with it. In sending an e-mail news release, one should:

1) Write a subject line that contains keywords and concisely tells the subject of the news release.

2) Put useful information-not contact numbers-at the beginning of a news release.

3) Don’t send attachments unless requested.

4) Provide links to a website that contain additional information and graphics.

5) Try to use bullets for key points.

6) Don’t mass distribute releases.

7) Remember to provide contact e-mail addresses and phone numbers.

8 ) Make sure your news release is factually correct and free of any spelling, grammar, or punctuation errors.

9) Use blind copy distribution, and don’t reveal your entire mailing list (Public Relations Writing and Media Techniques). 

 Many organizations distribute their news releases and publicity materials via electronic wire services, something that I had never heard of before. Its transmission of materials is immediate and perfect for timely disclosure to media over a wide geographic area. Editors and reporters can access lists of news releases and choose those that interest them (Public Relations Writing and Media Techniques).

The most intriguing section in this chapter is on media databases. I had no idea that huge lists of media contacts even existed. They often include such information as names of publications and broadcast stations, mailing addresses, telephone and fax numbers, e-mail addresses, and names of key editors and reporters. Many directories even give a profile of the media outlet in terms of audience, deadlines, and placement opportunities (Public Relations Writing and Media Techniques).


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