In the United States media industry, national and regional wire services provide hundreds of newspapers and broadcast outlets with ongoing, continuously updated schedules of upcoming press events. However, one must be confident that your release date will not be changed, your information is accurate, and the promised report and experts will be available. Write a two to three page executive summary or press release articulating the findings of the analysis. Decide on an efficient distribution plan. One of the most complex problems in releasing a report to the media is devising the best logistical approach to making the document available early on the promised day of release.
Distribution usually includes a combination of the following.
The media advisory can mention that copies are available for pick-up at the office. The report can be posted on an organization's web site on the day it is released, if possible. Shorter reports can be faxed to selected key reporters on the targeted list. If the report is to be circulated to a large list, ensure that more influential daily media contacts receive the report first. After this is done, distribute the report to weekly and monthly publications the day following your release.