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Chapter 10: Distribution: Snail Mail to the Internet

March. 24. 2010.

Public Relations: Writing and Media Techniques

by Dennis L. Wilcox


Media Directories

  • usually give information such as
  1. names of publications and  broadcasting stations
  2. mailing addresses
  3. telephone and fax numbers
  4. e-mail addresses
  5. and names of key editors and reporters


Editorial Calendars

  • Focus on specific issues
  • Special issues are used to attract advertising, but news release and features on the subject are also needed


Tip Sheets

  • 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
  • Some even tell you how to pronounce people’s names


Distribution of Material

  • Mail
  1. referred to as snail mail
  2. delivered by U.S. Postal Service or by private companies such as Federal Express, Airborne Express, ad DHL Worldwide
  3. Some surveys indicate that journalists still prefer to receive information on paper
  • Fax
  1. quick as a telephone call and has the advantage of providing information in written and graphic form
  2. bulk fax: to transmit information over as many as 1,000 phone lines simultaneously
  3. sending faxes, however, is not popular with editors. Many even change their fax numbers periodically to avoid getting “junk” faxes
  •  CD-ROM
  1. The music, TV, and movie industries have made extensive use of CD-ROM for media kits
  2. The disks, which are mailed to editors and reviewers at thousands of publication, contains high-resolution photographs, bios, and press releases about new music videos, TV series, and films.
  •  E-Mail
  1. electronic mail is the oldest feature of the Internet
  2. It as first developed in the 1970s to send messages on closed networks, and even today many organizations maintain their own e-mail systems for internal communications
  3. having an e-mail seems to be universal. It is handy to have on your business card,
  4. it is also less intrusive than a phone call
  •  The World Wide Web
  1. a collection of computerized documents that individuals, nonprofit organizations, government agencies, and businesses want to make available to Internet users
  2. each collection is a Web sit or a home page
  3. Organizations use their Web sites to post news releases, corporate backgrounders, product information, position papers, and even photos of key executives in plant locations
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