Tools for Press Outreach 

The press release- or news release- is the basic tool to reach out to the media.  Each release you write should be clear, concise, interesting and- have a hook.  The “hook” is a compelling reason why the writer picks your release up and turns it into a story.  The “hook” brings you ink, and ink brings attention to your event, activity or initiative and attention brings support, funding and increased consumer awareness. 

As part of the InformationSTAT campaign, certain press outreach tools designed to be  personalized,  are available for your use as you launch a community campaign.  These tools can also be used as templates for later work to be done with the press. 

Media outreach tools include a sample campaign press release announcing local affiliation with the InformationSTAT campaign, a local release that can be personalized with facts about local activities put in place in support of the campaign, a fact sheet listing key facts to keep in your back pocket when you talk to the press about national trends, and a pitch letter soliciting TV coverage on topics relating to health information exchange. There are also several case studies outlining real-life examples of work being done in other communities.

As you work with the media, don’t forget to include background information, photographs and fact sheets.

Sources that may make your job just a little easier include electronic distribution centers for news releases. 

News distribution outlets

PR Newswire Association LLC (www.prnewswire.com) provides electronic distribution, targeting, measurement, translation and broadcast services on behalf of tens of thousands of corporate, government, association, labor, non-profit, and other customers worldwide.

Business Wire (www.businesswire.com) , a wholly owned subsidiary of Berkshire Hathaway, is the global market leader in commercial news distribution. Thousands of member companies and organizations depend on Business Wire to transmit their full-text news releases, regulatory filings, photos and other multimedia content to journalists, financial professionals, investor services, regulatory authorities and the general public worldwide.