Creating a Media List & Sending Your Press Release

Before you send your press release you need to create a media list. This list will include print and broadcast media that reach your target audience. It may include daily, weekly, and monthly newspapers distributed in your area as well as radio and TV stations. (Note: Not all press releases are appropriate for radio and/or TV—see below.)

Each entry in your media list should include the following elements:

• Contact name—The editor will be your contact at the smaller papers since they typically review everything that goes into the publication. The daily papers generally assign different reporters and editors to each section of the paper. It's possible that you will have several contacts for the daily papers in your area. These may include reporters that cover events and calendar listings, health, fitness, nutrition, and business.
  At radio stations, the contact will be the producer or show host. At TV stations, you can send the release to the assignment editor or directly to the reporter that covers health, nutrition, and/or fitness issues.
• Mailing address—Some publications prefer that mail be sent to their P.O. Box rather than their physical address. However, it's a good idea to have both in case you need to quickly deliver background materials (such as a book, photo, or sample product) or meet with a reporter at their office.
• Telephone number—The media does not like to be called and asked if they received your press release. Instead, call and ask how they like to receive information, what kind of information they are looking for, and what their deadlines are. For weekly and monthly publications, you will want to include information on deadlines for each issue and what day of the week (or month) the publication hits newsstands. Keep this information with your media list for easy reference. Reporters appreciate it if you respect their time. If you reach someone who is on deadline, offer to call back at a time that's more convenient.
• Fax number—Faxing press releases is a good way to get information out quickly. A good rule of thumb is to keep your press release to one page. Consider using Post-It fax notes to route your release to the appropriate recipient.
• E-mail address—Some smaller publications will not have an e-mail address and others will have one e-mail address for the entire publication. Use all or part of your headline in the subject line in order to grab the reader's attention. Include your release in the e-mail rather than as an attachment. This will eliminate software compatibility issues.

Sources for building your media list:
In addition to your yellow page directory, your library, chamber of commerce, and local chapters of the Public Relations Society of America and International Association of Business Communicators may have tools to help compile a list of all the publications in your business area. You may also consider using the Internet. Many media outlets have established online versions with news and information.

When to send to radio and TV stations:
AIM products work well on the radio, especially with reporters or radio shows that cover health issues or natural products. TV is a little trickier since they prefer something visual. Before sending information to radio or TV stations, you'll want to have a spokesperson available to discuss the topic and provide background information. This should be someone who is comfortable conducting interviews.

Other PR Kit Resources:

• Be Your Own Marketer
• Taking Your Story to the Media
• Key Elements of a Press Release
• Creating a Media List & Sending Your Press Release
• Press Release FAQs
• Guidelines to Writing Effective Articles
• Utilizing AIM radio and TV commercials