PR 101 Pt. 2

How do you distribute a press release, and what is a media kit?
By Lori Randall

I last wrote about the press release and how to ask yourself some questions to determine if and why your item is newsworthy and how to find the "hook" that makes a topic or event interesting. We also reviewed some guidelines on how to write and format a press release.

So, you’ve written your release, it’s short, it’s accurate, the angle is clear and several people have proofread it. How do go about distributing the release? You’ll need to determine who to send the release to and the appropriate lead time.

Send releases about events that are open to the public at least two or three weeks in advance. If you have breaking news, call the reporter directly. When in doubt, address the release to:
- The city editor for newspapers
- The news editor or publisher for community newspapers
- The assignment editor for TV stations
- The news director for radio stations

If you plan on sending out press releases frequently, consider hiring a publicist or becoming a member of PR Newswire. PR Newswire is an international public relations wire network that distributes news releases to the media, financial community and consumers for a fee.

However, there is no better way to send out a release than personally, to someone that you have developed a relationship with. Find out who writes about your business, what kind of stories they cover most often and what their deadlines are.

But, realize that even if you follow all the guidelines, your item may not get covered. That happens for any number of reasons. Timing is everything; so don’t take it personally if a reporter takes a pass on your release.
- Keep an eye on potential “news” competition. I.e., Don't pitch coverage for your event on the same day when some other major event is happening, like an election.
- Know the deadlines of your target media. Schedule the dissemination of the release so reporters have plenty of time to report
- Develop “news judgment.” For example, it may not be a good time to pitch a grand opening of a new store on the same day of a snowstorm.

If a reporter does take interest in your story, they often will need additional information. This information is typically compiled in what is called a media kit.

Media kits, or press packets, make reporters' lives easier. They include additional details about your company, saving the reporter time in gathering background information.

Your media kit should include:
- News release or, recent news releases
- Fact sheets or pamphlets on your organization or event
- Background information
- Biographies of key individuals
- Photographs - high resolution (minimum 300 dpi), identified and photographer-credited
- Copies of previous articles on the topic

If you are working on a time-sensitive topic, make sure to allow enough time to compile this information. On average it takes 10 hours to complete a press release and upwards of 40 hours to put together a press kit. It is a big project, but once is done, it’s much easier to maintain and keep updated. Now that you have your information together (the press release and the press kit) you are ready to talk to the media. In the next column we’ll review different strategies and approaches to talking to reporters and editors so that you can put the tools to work for you.

Visit www.randallpr.com for more information or to get on their party list for invites to restaurant openings and advance notice of wine and food events.