How to send a press release to local media in India without a PR agency?
As a disclaimer, this is not a comprehensive tutorial on the subject but rather just a short helpful guide for those who do not have the budget to hire a PR agency to do their media relations work.
Also, the process may vary in different parts of India, and this is principally about how we do things in Goa.
With that in mind, let’s begin.
First, you should ideally get your ‘press kit’ together.
This would include a one-page write-up about your newsworthy subject. The press note / release should read the way you think it would actually get carried in the news. This is to make the job of the journalists easier when they receive your note, and be able to edit the least amount before deciding that it’s worthy of carrying in their publication.
You should include a punchy headline that describes why the story is important to their readers, a date, place if relevant, around three paragraphs and a ‘boiler plate’ or about section under the note with contact information for more information. Make sure the first paragraph summarises all the most important details and still makes the reader want to read further. The remaining information can be organised from most to least important, just like regular news stories are supposed to be.
Second, you have to gather a selection of high resolution pictures.
Specially if you are reaching out to print media. If you are only reaching out to digital media, then perhaps, you don’t need images that are over 300 DPI resolution (or 1 mb in file size which usually passes too). You should provide at least two options that may be of the relevant person, place, event, theme that you’re describing in your note. Preferably upload the images to Google drive or other cloud file storage system, and then share the link with the media.
Third, put together a contact list of media whom you plan to send the press kit to.
You can ask around for contacts, go to each publication’s office or if you’re lucky, find information online. Usually you would email the editor at each publication unless you know the reporters on the respective ‘beat’ or subject area that you are dealing with.
Fourth, write an email to each person including a brief personal request and then paste the press note in the email.
It’s not advisable to include attachments as media mailboxes are often full and people are less likely to open attachments rather than glance through the body text.
Finally, call the journalist or visit their office at a convenient time to follow up and see if the email was received and if it’s possible for them to carry your story.
If you have done your research and the publication in question does in fact carry stories of the nature you are sharing with them and if they are in need of this information, then they may be receptive to you. Otherwise, you may just have to buy an advertisement.
