Successful Media Relations

Making the Most of NewsGallery - Your Questions Answered

How can I increase my chances of getting a journalist to write up my story?

Journalists receive hundreds of media releases, phone calls and emails ever day. They don't have time to read every media release in detail and wonder if they could make it work. Try to put the most important details in the headline and first 1-2 paragraphs. Keep it short and simple, and offer to send background details on request.

How can I make my media release interesting and newsworthy?

It's horses for courses. Make sure you send the right type of media release to the right type of journalist. There is no point sending a technical story about a new printer to a business journalist, and there's no point sending a story of confined local interest to a national audience. You have to make the call on these details, but if you keep sending the wrong story to journalists, they may block your email address.

Can I send photographs and sound files with my media release?

It is recommended you do not send large media files to journalists without asking their permission. Simply add a note to your release - photographs available on request.

If I advertise in a publication, shouldn't they give me editorial space?

For most publications, the answer is generally "no". But many publications now run "special reports" and "features" which are all about attracting advertising around a specialist subject. When advertising in these sections you most certainly can enquire about editorial. However, you are likely to be told there are no guarantees your editorial will be published.

How can I find out about deadlines?

Each publication varies as to how long it takes from the final touches being put to pages and going to print. In a daily newspaper this is, well, daily, but the time of day varies from publication to publication. Magazines have a lead time anywhere between 3 and 6 weeks. Radio and television news, being more immediate, have the shortest deadlines. Lifestyle shows such as Renovation Rescue and Getaway and documentaries featured on Australian Story and 60 Minutes have much longer deadlines. Programs may be scheduled months in advance. NewsGallery is working on a new service to provide deadlines and upcoming features for all major publications. This will assist you in planning your media release schedule.

What happens if an email address doesn't work because a journalist has moved on?

If your release bounces back we will call to confirm the address.

I've sent my media release. How do I find out what has happened to it?

We recommend that you select the most important publications for your announcement and follow them up by phone. However, don't call just to ask if it has been received. Journalists are irritated by timewasters. When you follow up, make sure you can clearly articulate both the story in your release and an additional point of interest (see next item).

Why should I follow up a release?

Journalists on major publications receive hundreds of emails a day - as well as spam emails. Many do not read any media release, whether faxed, mailed or emailed, unless it is followed up in person. Before you do this:

• Read the publication, listen to radio or view the TV show.
• Arm yourself with some additional information that might move the journalist to become more interested.
• Approach 1 journalist per publication - it's bad form to get a knock-back from 1 journalist and immediately call back his colleague at the next desk with the same pitch.

After an interview, when can I expect to see my story in print?

The blunt answer is 'possibly never'. However, even if it's not of immediate interest, your story will likely be filed for future use if an interview has taken place. Your media releases are also available for search in NewsGallery to assist journalists' research.