The most cost and time effective way to distribute your media release is via email. Never send your media release as an attachment, as this triggers many spam filters. Because you will be sending your media release to several recipients, always remember to place the addresses in the BCC: field.

Media release – You want to send your media release at least three weeks out, if possible, in order to give yourself time to follow-up with a phone call.

Media advisory – This should be sent out two days in advance. This will remind anyone that you have not had a chance to reach. Some media may also have a better idea of what other news will be taking place that day.