PR ONLINE

E – MEDIA RELATIONS (2)

Rizka Septiana, M.Si, IAPR
Online Learning – Sesi 6
Putting together an e-media release
IMPORTANT: An e-media release can be used to target
offline as well as online publications.

Below are the guideline points apply equally to both online

and offline releases:
• Announce ‘Media Release’ clearly at the top of the page.
• Keep releases short (two pages maximum).
• Make your headline identify the story in less than five
words.
• Put the date on the release at the top, clearly visible.
• Keep the sentences short and succinct.
Putting together an e-media release
• 5W+1H in the opening paragraph. Then proceed the
decreasing significant details.
• USE quotes (preferably from third parties).
• Use the word ‘ENDS’ at the bottom right-hand corner
of the release.
• Place contact information at the foot of the release.
This should be preceded by ‘For further information
contact:’ and should include your name, email address
and telephone number.
For E-Media Release
• Use links
Include e-mail links for each contact person and
include hyperlinks to online reports, company profiles
and other relevant background information. You
should also include a link to your site.

• Use Microsoft word to create your release, then

transfer it to an HTML file before you send it.
• Add each release to an archive of releases accessible
via your site.
Contributing articles
• Writing an article on your business area or an issue
relevant to your site, with your name and business
details given at the bottom, can prove to be very
effective.
• It can help you boost your status as an authority in
your business sector, and therefore make it more
likely that e-journalists will contact you for a quote or
comment when they next write something relating to
your business.
• The articles that cause the biggest stir are those that
court a little bit of controversy. In fact, it tends to be
even more welcome on the internet.
OR..

• When you have an idea for a suitable article, email

the relevant editor and ask if he or she interested.
Explain who you are and tell him or her why you think
it would be appropriate for his or her audience.
If he or she likes the article and it proves a success, it is
likely you will be commissioned to produce more of
the same.
Become a Media Source
The ultimate aim of your relations with the media
(online or offline) is:
TO GET JOURNALIST AND EDITORS TO APPROACH
YOU, as opposed to the other way around.
Must Remember!
• Only send e-media releases when you have
something of real media interest to shout about.
• Send releases at convenient times for journalist.
This means well BEFORE deadlines.
• Contribute useful articles
• Turn your site into a media source.
• Be willing to provide information about your
industry or profession as well as your business.