Public Relations & the Media
Submitting Information to the Media
Now that you have completed your press release or op-ed, the
National Council of
Nonprofit Associations suggests certain principles you must
follow to ensure that your
message is effectively communicated:
- Know a reporter’s
and newspaper’s deadlines for
submitting final stories.
Reporters prefer to receive early notice for a news event
so that they can plan
- When establishing contact with reporters, ask them how
they and their newspaper
prefer to receive information (fax, mail or e-mail).
- If you
use e-mail, make the message and the subject line very direct.
use attachments because they are likely to be deleted in
case they have
- If possible, address the reporter individually and
do not misspell his or her name.
- Give them accurate contact
information and check e-mail and voice mail daily. You
never want to miss an opportunity to have your story covered
because the reporter
had a wrong number or you failed to meet a deadline.
- Check a
newspaper’s Web site. Often a paper’s Web
site allows you to post news
- Respond to a reporter’s inquiry quickly. Often the
worst time to contact reporters
is after 2 p.m., as the hours afterwards are spent polishing
and editing their stories.
This is not a time when they typically want new information.
op-eds only) Propose a meeting with the editorial board explaining
want your piece published.
- After meeting a deadline, check the
status of the story.
- Follow up the submission of your story
with a telephone call to the reporter or
editor to make sure it was properly submitted.
- Update the reporter
with any changes to the story.
There are several companies that
will distribute press releases for you. They vary in cost and
can easily be found online. Examples include:
- PR Web, www.prweb.com