Overview – Media releases
Media releases (or press releases) are written communique’s that are emailed, faxed or emailed to journalists. The releases provide important information about the organisation for external media channels such as newspapers, trade magazines, radio and television. Although aimed at external audiences, media releases can also be used for internal purposes to ensure that employees are fully informed about latest developments.
Media releases can be posted on the intranet, pinned to notice boards or handed to employees as they arrive at work. Many organisations commit to informing employees about a forthcoming media release before it is distributed to the media. This helps foster engagement because it shows employees that their information needs are regarded as more important than those of the general public. This approach is not feasible when disclosure regulations apply.
This tactic is useful for:
✓ Informing customer-facing staff about the organisation’s communications to customers and the general public.
✓ Keeping employees up-to-date with the organisation’s latest developments.
Things to consider:
⇒ Establish protocols for distributing media releases internally by determining: If employees will receive the media release before, at the same time as, or after it is distributed to the media? How will the media release be distributed internally? How will the media release be formatted to distinguish it as an internal document?
⇒ On the internally distributed media release, include the contact details of the person(s) to whom employees can refer for any follow-up information. This enables employees to address their specific information needs or those of their customers or the general public.
⇒ Distribute media releases internally via the most efficient means available.
Use the intranet or organisation’s newsletter to publish articles written by the media in response to the organisation’s media releases. The purpose is to show how the media responded to the content provided. Where necessary, provide insights into the media’s interpretation of the media release.