Chapter 10: Distributing News and the Media


This information is found in PUBLIC RELATION WRITING AND MEDIA TECHNIQUES, 6th edition, by Dennis L. Wilcox

Reaching the Media:

  • Various methods can be used: e-mail, online newsrooms, electronic wire services, feature placement firms, mail, and faxing.
  • Finding media, their addresses, and the names of editors would be nearly impossible if not for the existence of media databases in print and electronic form.
  • Media Databases:
    • Essential Information:
      • Names of publications and broadcast stations
      • Mailing addresses
      • Telephone and fax numbers
      • E-mail addresses
      • Names of key editors and reporters

Distribution of Materials:

  • E-mail – the oldest feature of the Internet
  • Online Newsrooms – vital necessity because it’s often the first place journalists turn to for basic information about the organization, its products, and its service.
  • Electronic Wire Services – many organizations regularly distribute their news releases and other publicity materials through this.
  • Feature Placement Firms – distribute features and other information that is relevant over a period of several months.
  • Photo Placement Firms – Ex. – newscom and featurephoto
  • Mail – often referred to as snail mail
  • Fax – a quick as a telephone call and has the advantage of providing information in written and graphic form.
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Filed under Chapter Notes, PRCA 3330

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