Some tips on sending a media release

My previous post gave some tips on writing a media release for teachers. This post will look at the equally important aspect of sending it out.

Contacting print media.
A phone call is best, but don’t call when a paper is on deadline (see below). Ask for the editor or editorial department. Briefly let them know what is happening and when, let them know you will send a release through with more information.

Timing
The media release goes out BEFORE the event: Yesterday’s news won’t go far. Who cares what happened last week or last fortnight? Editors and journalists love to know what WILL be happening.

When to hit send: Most media releases coming from schools will focus on local news items and therefore the intended recipient is the editor of the local paper. Local papers are usually published early each week. If an editorial team are on deadline to publish Tuesday, sending a media release out on Monday afternoon won’t get much of a look in – better to save it for sending on Tuesday or Wednesday.

Local papers don’t have a daily turnaround. So if your event is on the Friday. Don’t send the release Thursday afternoon and expect them to rush out a photographer. Their schedule is already booked. Send your release a 3-4 working days before the event.

next time: a media release sample