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One pet peeve of many editors is they receive several news releases that are not relevant to their publication or audience. Many times public relations practitioners send copies to the wrong people. When trying to find any type of medium, their address, and the editors’ names, you can use media databases. They contain up-to-date information such as names of publications and broadcast stations, mailing and email addresses, telephone and fax numbers, names of editors and reporters, and profiles on their audience, deadlines, and placement opportunities.

There are several media databases on the market. For instance, Cision is the publisher of Bacon’s media’s directories. The three main databases consists of newspapers and magazines, radio/TV/cable, and Internet media. Another directory is Burrelles/Luce which has contacts of daily newspapers, magazines, and radio to name a few.

Some tools that could help public relations practitioners be accurate in their information are:

  • editorial calendars – trade publications and business periodicals operate by these because certain issues have a special editorial focus.
  • tip sheets – weekly newsletters with recent changes in news personnel and their new assignments and contacts, and what types of material they are looking for.

In this industry, there are several forms of communication:

  • email -This is a major form of communication. When sending material, keep in mind that the subject line should be concise and catchy. Provide useful information such as links to additional information. Remember to give all means of contact.
  • electronic wire services – People in the industry use this to send timely material to everyone in the news department. Also, news releases can be distributed to online search engines which is seen by the public.
  • photo placement  firms – These specialize in the distribution of publicity photos and captions. Editors could use them to find photos with celebrities at any event.