An essential part of public relations writing is making sure that the material is received by the right media and audience. In order to find media to distribute to, media databases have been essential for public relations writers. Media databases hold common information such as:
- names of publications and broadcast stations
- mailing address
- telephone and fax numbers
- email address
- names of key editors and reporters
Today’s primary channels of media distribution are:
- online newsrooms
- electronic newswire
- mat distribution companies
- photo placement firms
Email is the most common channel used when distributing media information. The following are tips for sending an email news release:
- Don’t send attachments unless requested.
- Try to use bullets or key points.
- Keep it short.
- Don’t mass distribute releases.
- Provide contact email addresses and phone numbers.
Remember, email always works best when the publicist and reporter have already established a working relationship.