Distributing News to the Media

April 18, 2010 kk00700

  1. Media databases can vary in their format or scope but usually always provide essential information as the names of publications and broadcast stations, mailing addresses, telephone and fax numbers, e-mail addresses and the names of key editors and reporters.
  2. Trade publications and business periodicals tend to operate on what is known as an editorial calendar. This is when certain issues have a specific focus. This is also a way to attract advertising.
  3. Tip sheets are weekly newsletters that report on recent changes in news personnel and their new assignments, how to contact them, and what kinds of material they are looking for. This allows you to use the rifle approach and increase the odds on getting media placement.
  4. Most distribution of material is in electronic or digital formats. The primary channels are: e-mail, online newsroom, electronic newswires, mat distribution companies, and photo placement firms.
  5. Keywords are important for search engine optimization (SEO) and these keywords have to be the same keywords that consumers would likely use to search information.

Public Relations Writing and Media Techniques 6th Edition – Dennis L. Wilcox

 Link to Book

Reading Notes for Chapter 10

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Entry Filed under: Reading Notes - PR 3330

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