Econnect Communication > Top tips > Distributing your media release

Distributing your media release

To give your media release every chance of being picked up by the media, you need to consider when and how to distribute it.

When to distribute it

  • Early in the week is best as it tends to be a quiet news time. Weekends can also be good for getting onto Sunday night TV and into Monday’s papers. Avoid Friday – it’s a big news day and there is too much competition.
  • You can place an embargo on your story – a request to the media not to use it before the stated date/time. Embargos are almost always honoured and can give journalists time to research and plan their coverage.
  • Early in the morning is best – news editors and support staff start their days, and work out what they want to cover, early.

How to distribute it

  • You need a list of media contacts. You can distribute your media release to established, commercial-media contact email lists or you can develop your own contact lists.
  • Include the media release in the body of your email as plain text – don’t make a journalist open it as an attachment.
  • Do not attach documents, images or videos to the email unless the journalist has specifically requested them.
  • Print journalists may request photos, and usually prefer them emailed as JPEGs with a resolution of at least 300 dpi.
  • Include contact details for everyone who is quoted and for the media assistant.
  • If possible, give mobile phone or home phone numbers – the media may want to contact people outside of normal working hours.
  • Don’t go on an overseas trip the day you distribute the release. The contact person must be just that – easily contactable.

How to follow up

Always follow up a media release with a phone call to half a dozen key journalists to make sure they received the release and know what is happening.

Mid-morning is a good time to do this.