Ch. 10-11: Distributing News to the Media and Getting Along with Journalists

Ch. 10

Media Databases vary in their formatting and shape.

They do have a fes things the same such as:

  • names of publications and broadcast stations
  • mailing addresses
  • telephone and fax numbers
  • e-mail addresses
  • names of key editors and reporters

This is useful for finding media to distribute to

Editorial calendars will tell you when a trade publication or other media may be doing specific articles on a certain topic. So, if they are doing a special issue on laptops in April, and you work for a laptop manufacturer then you want to advertise in it.

Tip sheets are weekly newsletters that report on recent changes in news personnel and their new assignments, how to contact them, and what kinds of material they are looking for.

The main ways of distributing media materials are:

  • E-mail
  • online newsrooms
  • electronic wire services
  • feature placement firms
  • photo placement firms
  • mail
  • fax

Ch. 11

Two-thirds of journalists don’t trust public relations people, but 81% say they need them anyway.

Reporters and editors spend most of their time processing and sorting information not gathering it. They deal with public relations people who provide constant news releases, tips, features, and planned events.

Only around 25% of  1,200 New York Times and Washington Post articles were the products of investigative journalism.

Then you have the fact that the public relations people rely on the journalists to get the information out in their newspapers and magazines and various other media.

Some areas of friction are there however, journalists generally do not like the way public relations writers use words. There are too many “hype” words like “unique”, “revolutionary”, “state-of-the-art”, etc.

Other complaints about public relations personel are:

  • there are too many unsolicited e-mails, faxes, and phone calls
  • personel don’t know the product or service
  • repeated calls and follow-ups
  • spokespersons not available
  • don’t meet publication deadlines

Ways to work with journalists are through:

  • media interviews
  • news conferences
  • teleconference and webcasts
  • media tours
  • previews and parties
  • press junkets
  • editorial board meetings

all information from


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