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• After distributing a media release, make sure you are contactable at all times on the number/s you have provided on the release. Journalists will only try to contact you once or twice, and if you are not available, will run with another story instead – your opportunity will be lost!

• It is preferable you do not contact the journalist/publications yourself to follow up – leave this to the professionals. You could risk ruining your chances at publicity if handled the wrong way.

• Journalists work to tight deadlines and under a great deal of pressure. Do not come across as aggressive or demanding – always be courteous and helpful if contacted.

• Provide the information they request as quickly as possible, bearing in mind their tight deadlines.

• If you have agreed to offer a media release or story to one particular journalist or publication as an exclusive, don’t contact other publications with the same/similar story. This will just spoil the rapport you are forming.

• Remember that advertising and editorial departments are entirely separate in media outlets, and usually have little or no knowledge of what the other is doing. Therefore, it is pointless to mention to the journalist any advertising dollars you may have spent with the outlet in the past.

• If in doubt about a question/request from a journalist, rather than making something up off the top of your head that may not be accurate, ask them if you can find out and get back to them – then do so ASAP!

• Make sure you have a News Room on your website that journalists can refer to, and ensure it’s kept up to date. For further information, contact Kerry McDuling at Diva Promotions.

Technorati Tags: media, press release, publicity