Daybook editors should receive your media advisory, which contains the who, what, when and where of your press event. If space allows, include the following. Usually, you will not need to use your general healthcare list in its entirety. Depending upon the nature of the event you are holding or the information you are releasing, you may only need a subset of that list. For each event or release, target the type of outlet that is most amenable to your story.
Most stories are suitable for print and radio.
While it is important to develop rapport with reporters and editors, be careful not to overuse your media lists. Call or send materials to reporters or editors only for those specific issues and events that you know will appeal to them. It is extremely important to update your lists on a regular basis to ensure that the information you disseminate reaches the intended contacts. Media outlets often have high turnover rates, so the health reporter you contacted for your last release may no longer be employed at that outlet or work the same beat. Call each contact or outlet before a major release or event to ensure you are reaching the appropriate person.