RESEARCH

• Research outlets, platforms, and reporters most likely to extend coverage and compile a detailed contact list.

• Read recent articles and view news stories for associated content that could help inform release content or approach.

• Review all partners, people, and parties represented in the work or responsible for outcomes included in the release.

REFINE

• Identify key messages for detailed press releases:

  • State the facts with a calm, transparent, empathetic, solutions-minded approach.

  • Recognize all partners and people for their efforts and clarify their roles/responsibilities.

  • Share next steps, safety recommendations, and solutions.

  • Provide contact information for follow-up questions.

• Update contact information for all recipients.

• Inform staff, board members, and priority partners ahead of the release.

• Develop a protocol for managing media inquiries.

• Be mindful of the day, time, and other current happenings when sending a media release.

• Create ways to share the release on the company's preferred platforms. (Examples: website, social media, e-Newsletter, etc.)

RELEASE

• Reach out to personal connections, priority and/or preferred media contacts first.

• Share the approved release on a day and time when coverage seems possible and inquiries can be promptly managed.

• Publish release and supplemental content on owned media platforms.

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RESPOND

• Monitor media inquiries and respond in a timely manner.

• Prepare to answer questions from constituents or the general public via phone, email, social media, or by providing information online

• Utilize the website and social media channels to address relevant questions, topics, or issues not included in the release.

• Be as transparent as possible with any significant changes that will impact staff, clients, constituents, or the community at large.

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