hand delivery   for a novelty item that can't be posted

  fax   convenient but easily discarded. Check it was received and readable.

  e mail   fast and convenient. You can send to multiple destinations at the push of a

button and it's easy for journalists to reply to you. You can also include photographic

images although make sure the image files aren't too large. It's a good idea to send low 

resolution images to get their interest and offer high resolution images for printing.

Find out how the various journalists prefer to receive the releases. This is a good way to

begin building relationships with key individuals in the media.

Media lists

Before you send out your media release, make sure that the list of media you wish to send

it to is up to date. Journalists tend to move around a lot so you should check names and

addresses on a regular basis. It's also wise to check regularly for new publications. A.C.

Nielsen media guides can be found in most public libraries, which are also good places to

find out about niche publications. You could also ask a publicist who has promoted

something recently.

The Resources section of Creative New Zealand's website (www.creativenz.govt.nz)

includes a Media Contacts database. It doesn't include the names of journalists but is a

good starting point if you are compiling a list of arts media from scratch. 

Before sending out your release also make sure it's targeted to the appropriate media.

The subject of your show, for example, may mean that you should inform more than arts

journalists and editors: e.g. news, sports or business journalists.

Follow up

a

You should always follow up your media release with a phone call or e mail to check that

edi

it was received, and see if any points need clarification. Try to find out whether the

journalists are interested in writing a story, who they would like to interview and when. 

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If you set up an interview, check whether they will have a photographer with them or if

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they would like you to supply a photo. 

This phone call is crucial. This is your opportunity to capture their interest if your media

release failed to interest them. Sometimes, the journalist may launch into an interview with

5

you on the phone. Try and arrange a face to face interview with a relevant person but if the

journalist is resistant and this is your only opportunity, be prepared to answer their questions.

If you're not prepared, tell them that you will call them back in 10 minutes (if you are sure

they will take the call then) and give yourself some time to write down what you would like

to say. Referring back to the Product section (page 9) in the first chapter, you can see why

it's important for you to be able to pull out a succinct  blurb  on your event.

The media kit

Once you have attracted the attention of a journalist with your media release, you may

choose to follow up with additional information through a media kit containing more

details about your organisation and show. Media kits generally contain the following kind

of information: a press release, a flyer or brochure, detailed background about the

company or artist, biographies, possibly a list of quotes about past work of the company,

photos, fact sheets and press clippings. 

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Smart arts

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