News Release Distribution
Background
While the act of creating and distributing news releases as a form of media outreach will always remain a part of the organization's communications strategy, the number of news releases sent out (primarily surrounding PCT results) and intensive follow-up has not proven successful in recent years, so we've cut down the program immensely. We have made more of an effort to utilize templates for any state-specific releases to cut down on the time for creation and review that customization requires.
Standard News Releases
(see media drive for news releases by year)- National PCT news release (sent to national and state media)- with national and statewide PCT results compiled into one release, potentially highlighting the 5 or 10 best performing states and the 5 or 10 worst, each election year
- National VSDM News Release (sent to national and state media) announcing the release of VSDMs in Congressional election years
- National VoteEasy Release (sent to national and state media) announcing the release of that election's VoteEasy app in Congressional election years
Preparation:
Create a Calendar ahead of time (if need be):- For VoteEasy state-by-state releases, you will need to have a calendar with the date that each state's PCT results will be available for VoteEasy, several months out.
- PCT National results will ideally be released 2 weeks before the election on a Tuesday-Thursday, first thing in the morning EST.
- Note: The schedule for National PCT Announcement to media is set only after Comm receives an ETA of press reports from PCT, immediately following a candidate deadline. Generally, Comm needs to receive press reports before 2pm (MT) if release is scheduled for next day.
- If you are planning on making backup calls, make sure to put it on the PVS Office Google Calendar so the rest of the office is aware.
Prepare Lists
- Make sure the media database is as up to date as possible prior to sending the release
- Decide who will be included in Media lists and call downs; create a list of email addresses for who should get the release.
Prepare Release
- Create news release (see Media Drive for previous releases) and media kit if need be.
- If doing a PCT release, make sure to get correct data from the Elections Director, familiarize yourself with the PCT Release process and statistics they will generate.
- If you are doing a state specific release, make sure that the date, name of state, and any state-specific links in the release are all correct
- Before you send anything out, proof read the release and check for any spelling and grammar errors. Make sure the release is dated for the correct day! Then make sure it is reviewed by the Elections Director, National Director for accuracy, the day before, if possible. Also send copy to Adelaide.
- Make sure to Save the news release in Media>News Releases>[Year]. Include the following:
*Check with Elections Director for special circumstances, interesting pitches, candidate behavior, etc.
1. News release
2. Press report (if needed)
3. Any other supplementary materials
2. Press report (if needed)
3. Any other supplementary materials
Get the Team ready
- Assign people to assist with distribution, and ensure they are trained to speak with media
- Have staff and interns practice their pitches to the media - they should not sound like they are reading, so avoid creating a script.
- Make sure you have talking points ready and designated people on call for interviews. See Handling Interviews for more information.
- Meet with Adelaide beforehand, if necessary, to discuss the calls.
Day of Announcement
Send out the release- There are 2 ways to send out the release:
1. Create the news release in IContact.
a.Make a copy of a previous news release if you need to see the format. The email should be very plain with just our logo at the top and the text of the release. Set the sender email address as media@
b.Send it to that specific segment of the media database you have decided it is being sent to. (Full state media database, national database, or just segmenting out a specific state)
c.Make sure to send yourself a test message before sending it out.
2. Send the release via Gmail This option is the preferred way to send out the release. b.Send it to that specific segment of the media database you have decided it is being sent to. (Full state media database, national database, or just segmenting out a specific state)
c.Make sure to send yourself a test message before sending it out.
a.Copy and paste the release into a gmail message. Send a test message to yourself to make sure that everything is formatted correctly.
b.Send the release from the email sender "media@". Send the email to "media@"
c.Bcc everyone who you want to send the release to. MAKE SURE YOU BCC- do NOT CC
d.Before you click send, double check the release and make sure it is formatted correctly, there are no errors, and the subject line is attention-grabbing.
b.Send the release from the email sender "media@". Send the email to "media@"
c.Bcc everyone who you want to send the release to. MAKE SURE YOU BCC- do NOT CC
d.Before you click send, double check the release and make sure it is formatted correctly, there are no errors, and the subject line is attention-grabbing.
Complete Call Downs
- Before media call-downs begin:
- Making the calls:
1. Verify that news release was sent as planned
2. Have media list and callers ready to go
3. Have handy the press report and talking points sheet, or any other relevant materials ready.
4. Make sure that you begin calling at 8AM EST, starting with East Coast states and working your way over to the West Coast.
2. Have media list and callers ready to go
3. Have handy the press report and talking points sheet, or any other relevant materials ready.
4. Make sure that you begin calling at 8AM EST, starting with East Coast states and working your way over to the West Coast.
1. If you have questions about what to say, talk to Adelaide or the DevComm Director
2. Don't be nervous- you are just speaking to another human being and telling them about an interesting story!
3. Be conversational- don't sound like a boring robot!
4. You only have a few seconds to get the reporter's attention - make this time count. You are calling to make sure they received the release (or you'll re-send), and intrigue them to read it and let their audiences have the news.
5. Be prepared in advance to leave a succinct message with the most important information, including your name and phone number.
2. Don't be nervous- you are just speaking to another human being and telling them about an interesting story!
3. Be conversational- don't sound like a boring robot!
4. You only have a few seconds to get the reporter's attention - make this time count. You are calling to make sure they received the release (or you'll re-send), and intrigue them to read it and let their audiences have the news.
5. Be prepared in advance to leave a succinct message with the most important information, including your name and phone number.
Ways to notify other interested parties:
- Send to non-media email lists, non-members and members: (can be scheduled ahead in IContact or sent out the next day following call downs).
- Post on social media
- Change the Ad Square
- Post the news release on the blog. Tag as “Press Release”, "State Name", "Year". Wait for site cache; retrieve link
