PR professionals need the media to relay information about their organizations they represent to the public. This chapter discusses different methods to distribute to the media.

Tip Sheets – weekly newsletters which contain changes in assignments, how to contact the media and material the media is looking for.

Email – this is self-explanatory. However, remember to avoid spam, keep it short and concise, use a pertinent subject line and provide links.

Photo placement firms – specialize in distributing photos to the media.

Feature placement firms – specialize in creating the feature pieces. They include entire layouts with graphics.