Do you know the right person?

Sending out press releases or press kits to editors, publishers take more than addressing a label. You need to make sure the person receiving your media kit, or article is the right person.

Depending on the industry you are in, it can be a guessing game. And if you are sending to the trade media, or consumer media make sure that person is still working at the publication or broadcast station.

Finding The Media
There are many sources to locate the right publication and get the name(s) of the individuals responsible to receive your information. You can go to the public library, buy an SRDS (the cost for the subscription is costly), or do some surfing on the web. Another source is Gebbie Press.

Once you find the right person, make sure you spell their name correctly, and then call to verify that reporter, or editor is still working there.

If you are interested in getting TV or radio exposure, you can call your local affiliates. Many times, they will direct you to the proper producer who is in charge of programming.

Again, be sure to write the name of the person, their phone number and email correctly.

After all that research, you need to contact these people and ask if the story is one that will fit their station. It is always a good idea to have someone in the company, or ask your pr client who would be best suited for an interview.

Follow Through
You can send the reporters or producer a letter, which is probably best in the beginning. Then follow-up in about a week to see if they received your request.

A good public relations service is having the media right people in your contact file. Otherwise, it is time wasted for you and your pr client. 

See Also

• Know the media
  Get the right people on your contact list