Where to send your media release
Simple mistakes in circulation can sabotage the chances of a well-written media release being published. Follow these five tips to make sure your press release is welcomed by editors.
Use common file types
Don't write your media release using an obscure word processor. Use Word so you can be sure the editor will be able to open the file easily. The same goes for image files. While the publication's production department should be able to deal with EPS and PhotoShop files, the editor might not. Editors are generally responsible for choosing the images, so make it easy for them to select yours. The universally accepted JPEG file is the best file format to use.
Don't embed images in your press release
Send the images as separate files rather than embedding them in the press release. Files with embedded images are difficult to edit and the images are hard to extract and reproduce in high quality.
Keep file sizes manageable
One company I know has upset dozens of editors by regularly sending 8MB emails packed with extremely large image files. Just like anyone else, editors dislike having their email inboxes overloaded.
WriteRelease deals with this by storing the Word document and JPEG image online. Editors are emailed a link to the files and the text is pasted into the body of the email to provide a quick preview of the media release.
Straight to the journalist
Make sure you have the correct contact details for the journalist, rather than an office administrator or advertising representative. Sometimes these are hard to find and the turnover rate for editors and journalists is higher than in other industries.
Because WriteRelease sends so many media releases to journalists, our media database remains fresh. If you're sending press releases less often, it’s good practice to check that your records are current before you circulate your next piece.
To cc the ad rep or not to cc?
The degree of separation between advertising and editorial varies from trade journal to trade journal. In some cases, editors will be offended by your inclusion of the advertising salesperson in the submission of news releases. In other cases, the advertising rep has an important advocacy role – if you're an advertiser. As a rule of thumb, WriteRelease recommends sending the media release only to the editor or journalist.
It's surprising how many media releases WriteRelease receives that break these five rules. Making it easy for editors to use your story will dramatically enhance its chance of publication.