How to Become a Reliable Source for Journalists
The better your material for the press release is provided, the higher priority the media consider for releasing it.
Before designing the press release, it's better to ask the recipient medium what structure they recommend and using what format and extension the file must be sent. Try and follow the standards of the media especially the popular ones that you need.
Regardless of the news structure of every medium, follow the basic standards in formulating the texts of your press releases. These basic standards include using capital and small letters at the appropriate places, considering the sentences that need to be highlighted such as main headlines, selecting subheads and subtitles (sous-titres), writing a direct quotation (report) from a speaker and determining the important points in the text.
Apply the highest level of appeal in preparing any press release, piece of news or content for media. For instance, add images or videos to the text so your audience can easily get the message you are passing across.
For the content you send, select a format that would be mobile friendly and compatible with tablet and computer.
Send the content of your email along with the attachment only if it's needed. Instead of doing that, you can leave the access link in your email.
When sending content to media, add your contact info, including email address, phone number and your name, so they can easily reach you.
Don’t put the email address of media and media-related individuals among bulk-forwarded emails. If you do, you will be either blocked or transferred to spam. In both cases, your important contents won't be delivered to them.
In formulating contents and news topics, try and use professionals as much as possible whether as freelancers or permanent employees. In this way, you will be the high priority of news sources for media because of observing press rules and being organized.
Another fact is that 70% of reporters trust the prepared news sent to them by professional public relations agents. Therefore, if you have a professional department of public relations which sent the press release to the media, you most possibly will be put in the list of reliable and practical sources for media. Check your contents several times before you send them to media. Don’t exaggerate in materials and avoid sending a content which contains inaccurate information that is not verifiable.
If you are in the list of reliable sources of media and send them false materials, you will be disregarded from the list of reliable sources of media and you won't be easily back on the list, either.
Mistrust due to mishandling can't be easily compensated for.