Making the most of media
Gaining exposure for your activity or event through the media can act as a positive incentive to draw in audiences, as well as generating better understanding of scientific issues. The first step is to notify selected and relevant media of your project. Distributing a media release to inform and foster media interest is the means to do this.
Media Releases
A media release, or press release, can help maximise your advertising exposure and publicity potential. A release with a catchy title and photograph can attract media interest and provide additional reach. A planned series of releases can be beneficial. Distribute the first one a few days in advance of the activity, and then expose a different angle in a second release as your activity gets underway. Release your third article as a follow up. Make sure your media release is concise and no longer than an A4 page.
Things your media release should include
Are listed here. Call your selected newspaper reporter a week in advance of your activity to advise what is happening. Send your written media release before the deadline, via fax or email, with digital photos if possible.
Follow up with a telephone call to ensure the release has been received and ask if further information is needed. Remember to send copies of your release to specified key stakeholders and people quoted in the article for their information.
Most of the main newspapers in New Zealand are listed are either part of Fairfax Ltd or APN Newspapers ltd. The following links will give you their contacts details, circulation runs and readership figures.
Directories of media in New Zealand are held in the reference sections of all public libraries. They contain contact information as well as full details about publications, such as target audiences and circulation figures. Build up a media clippings file of anything that gets published for project evaluation purposes and future reference. A further guide to writing a media release appears on the website of the New Zealand Book Council.