Thu, 2 Jul 2002 -- Media Matters No. 10:
Sending out the news release: how to make sure it gets read

You've written your news release (see Media Matters No. 9) -- but how can you be sure it will be read? Here are some tips:

ASSESS THE NEWS ENVIRONMENT: It's impossible to predict breaking news -- but it is possible to avoid scheduling your release around planned events that may compete with your press coverage. If the governor is releasing a major report the day of your release, it's likely your story will go to the bottom of the pile. But it's also possible to take advantage of competing events. If a nursing home horror story is receiving attention in the local media, you could draft a release about your study on consumer preference for in-home services, which would piggyback on the big news story.

BE TIMELY: It's best to send out a news release far enough in advance to ensure a reporter will have time to write the story about your latest study, for example -- or in time to ensure that an editor can assign a reporter to cover your event. But you don't want to send a news release so far ahead that your news gets pushed aside by "newer" news. The best rule: try to get your release into the hands of those who must act on it about a week in advance. It's important to put a date on your news release for just this reason (see Media Matters No. 9).

WHAT ABOUT "EMBARGOES"? To "embargo" a news release means to prohibit the publication of the information it contains until the day and time specified on your news release -- indicated by the words "Embargoed until (date") at the top of the release.

Unless you are releasing major data that will be generating a huge news story, and unless there is some compelling reason to prohibit publication prior to a specific date, it is best not to use "embargoed" on your release. It often signals to a reporter that the group is amateur or thinks their material more newsworthy than it is -- and nothing gets your release dropped into the trash more quickly

Sometimes reporters, especially print reporters, will ask if they can receive your information early in order to prepare their stories in advance with the agreement they will not run the story until you plan to release your data. Giving a reporter more time to examine the information often results in better reporting. Unless you are releasing really "hot" or controversial material that many media outlets desperately want, reporters will almost always respect your organization's request that they not run the story before the date you've specified on your release. If, however, you are releasing "hot" material, use the embargo.

HOW DO REPORTERS WANT TO RECEIVE YOUR RELEASE? Some prefer faxes; others want releases via e-mail. Try to use the format each prefers, if you know (call and ask): it increases your chances of getting your release used. If you have a report or a lot of materials to include, mail is probably the best way to send out the news release. However, if you are sending only a news release, fax is usually the best method. E-mail works nicely, because it saves paper and time. Most media outlets today are happy to receive your release via e-mail. Email and faxes also allow you to get the release to the reporter almost instantaneously.

Who should get your release? We'll cover that in Media Matters No. 11.

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