Media relations is all about getting the media to do a story on you. IT'S FREE. And it's easy. Which is why this should be the strongest marketing tool you use.

The Calendar Listing

The fastest and easiest way to get publicity for your group is to send information about upcoming events that can be used in calendars of events.

You write a calendar listing, which is very simple to do. You just give the basic facts about your event: what / where / when. Then send via e-mail to everyone on the Calendar listings!

• Sample calendar listing
• Template to write a calendar listing

The Media Release

A media release is the most efficient and far-reaching platform to deliver your message to both the media and the public at large. And it’s FREE!!

Things to consider when writing your media release:

• Be concise.
• Get to the point early.
• Keep your target audience and that of the media in mind.
• Consider the “hook,” that is, what makes it new and exciting? (Editors always ask "What is in it for my audience?")

• Sample media release
• Sample feature-style media release
• Media release template

When to Submit Your Media Release

The best time to submit your media release depends on which media you are using. In general, submit information as follows:

St. Louis Magazine needs information three months in advance. So, think ahead!

To get the most updated information about deadlines for print media, see our Calendar Media Contacts (see the right column at the top of the page).

Electronic vs. Hard Copy

Submitting your media release by e-mail has several benefits: it’s free, fast, convenient, and nowadays most people are computer literate. Some media, however, prefer to receive a hard copy by mail or a fax (e.g. The Ladue News will accept only faxes).

Subject Lines that get Publicity:
Tips on Email Pitches That Work

One of the biggest complaints you'll hear from a journalist is the amount of worthless pitches that litter their email box.

Here are some tips on how to get your e-mail noticed.

• Stop journalists in their tracks with a subject line of six words or less.
• Make each journalist think the pitch was written only for him or her when, in fact, the person pitching sent an identical or similar pitch to dozens of other journalists. With a little tweaking, the pitch looks like it was created only for a specific newspaper or magazine.
• Press an editorial hot button by using magic words and key phrases that entice the journalist to keep reading. For example, the email pitch might mention a tie-in to a breaking news event.
• Eliminate the word “publicity” or other phrases that turn off journalists and make them hit the "delete" key.
• Send an enticing follow-up email.

Follow-Up Is Essential

After you have e-mailed or faxed your release, follow up with a phone call. First, ask if the release has been received. Then you want to tell a compelling story about why your organization should be covered.

When calling to follow up about a media release you sent, be mindful of a reporter’s schedule. Good times to call are 6am – 8am and 10am – 2pm. When you leave a message, start and end with your name and phone number.

Make sure you have your talking points ready. These are the essential pieces of information you want the media to know about your event/announcement. Talking points have to be tailored to the reporter’s interests. Make it exciting for the person you are talking to.