Public Relations & Journalism

Chapter 10: Distributing News to the Media

Book: Public Relations Writing and Media Techniques (Sixth Edition) by Dennis L. Wilcox

  • Selecting the right channels of distributing to the media is key to guarantee that your work is reaching the correct media and the correct audiences.

Media Databases vary but they do have five things in common that provides essential information:

  1. Names of publications and broadcast stations
  2. Mailings Addresses
  3. Telephone & Fax numbers
  4. E-mail Addresses
  5. Names of key editors and reporters
  • Editorial Calendars– where trade publications and business periodicals tend to operate.
  • Tip Sheets– is a way to find media personnel who might have an interest in your material
  • “Online news rooms are part of the organizations website, which is now a primary source for journalist seeking late breaking news and other information about an organization.”
  • Key words are important with search engines optimism(SEO). Publicist must use key words that is helpful in use to search for information.
  • Camera ready features are widely used by newspapers and other media outlets because they reduce staff cost and fill spaces.

Chapter 11- Getting Along with Journalist

Public Relations professionals and journalist have had a long love-hate relationship. With this in mind, two-thirds of journalist do not trust public relations people, but there is also the realization that they are mutually dependent on each other.

In a sense, media depends on public relations professionals.  In most mass communications, reporters and editors spend most of their time processing information and not gathering it.

Fun Fact

PRWeek conducted a national survey of Journalist and found that almost 60 percent used news releases “all the time” or “often.” Thirty percent acknowledged that they relied more on public relations sources than they did 5 years earlier.

The purpose of public relations is to inform, to shape opinions, attitudes and motives.

Giving gifts such as coffee mugs or T-shirts are Gimmicks that reporters and editors does not easily enjoy receiving.

The major complaint about journalist is that they are sometimes sloppy and they aren’t accurate, nor take the time with their homework.

The bottom line in effective media relations is being accurate, truthful, and providing outstanding services.

NOTE: Don’t irritate reporters by asking, “Did you get my news release? Also, don’t ask to see an advance copy of the story or when a story will be published.

For related information on PR VS Journalism: Take a look at 10 ways that PR people can sometimes drive journalists crazy.

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