The oldest and most reliable way to reach the media is through the News Release. The news release is sometimes called a “media release” but never a “press release.” “Press” refers to print media, and broadcast media have been known to discard “press releases” as an indication the sender is clueless about media relations.[1]
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Before you issue your news release, first you have to consider something more important: Have you made it EASY for a reporter to pick up your release and write story about you? There are certain, specific media relations tools that reporters and bloggers rely on when they decide whether to pick up your news tip and write about it.
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Did you know that the average editor or producer receives approximately 335 news releases a week, or 67 per day? Of all of the releases that cross their desks, only 13% are considered useful.[2]
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[1] Carney, William Wray. In the News: The Practice of Media Relations in Canada. 2nd Edition. The University of Alberta Press. 2008. Pg. 102.
[2] Ibid. Pg. 103.
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