Include the URL for your web site on all press releases , along with the contact person's email address. Remember that expanding distribution of press releases isn't a substitute for following up by phone . It's especially important to call reporters who regularly cover the issues you are working on. Even if they don't do a story, occasional personal contact increases the likelihood that a reporter will contact you when he or she does decide to do a story. Finally, we offer a few general tips for making the most of media advocacy.
Timing is important .
Try to avoid sending out press releases, or scheduling press conferences, on the same day your local City Council meets. Also, when possible, avoid days and times when significant local events or activities are taking place. Holiday weekends, and the annual Christmas-New Year's period, are particularly good since government agencies and many businesses are closed. The time of day is also important . If you'd like to see your issue covered on the evening news, send releases by email or fax as early in the day as possible.