PLAY GOLF AMERICA NEWS BUREAU
CREATING A MEDIA LIST
Media lists are a necessity for any good publicist. They detail the correct contact information (names, addresses, email and phone #’s) for reporters and editors as well as incorporating appropriate notes how they like to be contacted, topics they cover and other vital information.
WHERE TO FIND THE MEDIA
You probably already have a good idea of what are the local media outlets in your area. They include local newspapers (both daily and weekly), local radio and TV stations as well as regional magazines in your area. Mailing addresses and other general contact information for these companies is usually listed on the outlets website or in the ‘masthead’ section of print publications. For a reporter’s specific contact information (such as an email address or direct telephone number) you will probably have to call the outlet directly and speak with a receptionist.
If contact information isn’t available on the company’s website or masthead, then your local yellow pages should give you at least a phone number to help get the process started.
WHO TO INCLUDE
Local golf writers in your area are an obvious choice. If an outlet does not have a golf specific reporter, then ask to speak with someone who covers sports or other outdoor pursuits. When you do speak with this person, introduce yourself and confirm with them that they are the proper person to receive your information. Television and radio stations tend to have assignment editors who decide which stories will be covered on a daily basis. In these cases, it is best to add the assignment editor to your media list.
Many outlets also have calendar pages or make announcements regarding local events. The editors of these sections are always looking for news on local happenings or activities that they can share with their readers.
It is a good idea to add these editors to your media list as well because they can further help you promote your Play Golf America events and activities to the public.
WHAT TO INCLUDE
Once you determine the proper editors/reporters to go to in your area with news, call and introduce yourself. Inquire what types of stories would be of interest to them, their deadlines, as well as how best to relay them the proper information. Some reporters may be very interested in specific story ideas, such as women excelling in sports or local athletes who’ve overcome adversity to accomplish their goals. Also ask about how long in advance they need their information (known as a lead time) and when they are on deadline so that you know not to disrupt them during this period. When dealing with calendar or events editors, find out how far in advance they need to know about events and happenings taking place at your PGA of America facility.
Including ‘deadlines’ and ‘notes’ sections on your media list will prove very useful in pitching stories to the media. For example, if you’re holding an event that pairs up fathers and daughters together, you’ll know exactly what reporters at which outlets to contact first.
HOW TO INCLUDE YOUR INFORMATION
Microsoft Excel is the preferred program of choice for keeping track of media lists and other information, but any program that has a chart function will suffice. When developing a format for your media list, it is best to include each pertinent item in a different field so as to keep all of your information organized.
DISTRIBUTING YOUR INFORMATION TO THE MEDIA
For general stories that may be of interest to multiple media outlets in your area, a blast e-mail is the most professional and easiest way to disseminate information.
When composing your blast e-mail to the media, you should first prepare a short note informing the reporters what the release you will attach is about. Because this email is going to many different people, you should address it by saying something general, such as ‘Greetings from Great Oaks Golf & Country Club’.
Below this note you should attach you media alert or press release. As a rule, most reporters prefer not to receive attachments with their email. Instead, use the ‘copy’ function on your computer and then paste the desired material into the body of your e-mail following your note.
To save time and be professional, you should use your e-mail’s ‘BCC’ function when you send your release out. By inputting each reporter’s information into the ‘BCC’ portion of your email address’ header, you keep all of the identities of the recipients hidden as well as making the message seem a little more personal than the typical mass e-mail. If you have a story idea that you think is very specific to a certain reporter, then just address the email to that one particular person. An easy method to doing this is to copy the e-mail addresses off the excel chart and then paste them into the bcc: area of your e-mail. You can always add and delete any names from this. This will avoid having to input each e-mail address. Of course, if you don’t have an excel media list or other chart media list that allows you to do this function; you will then need to input individually.