Develop Public Relations Documents
Assessment Part C – Media Releases and Distribution List
City of Swan
Brief: Two media releases will be prepared to seek favourable media coverage for an
upcoming hypothetical milestone event for the Council. Prepare the first media release for
The West Australian. You will then tailor the media release to suit the news requirements of
an industry relevant newspaper/publication.
A media distribution list (containing relevant information of the media outlets that you will
send the release to) must be included.
You will have at least six media outlets (two above and at least four others) on your list. You
must also state why you have included the four other media outlets. Remember a media
distribution list is more than just a mailing list of names and contact details.
What you need to submit:
1. Two media releases clearly marked as to which medium each is destined
2. Media distribution list
Nikki-Lee Kregers
0423 520 337
Certificate IV Public Relations 2010
Keith Critchett
Contents
Plan for the Media Release
1.0
Media Release 1 – The West Australian
2.0
Media Release 2 – Echo Newspaper
3.0
Media Distribution List
The West Australian
The West Australian Circulation and Distribution Details
Echo Newspaper
Community Newspaper
RTR FM 92.1
Channel Seven
96FM
Reasoning for Media Distribution List
4.0
4.1
4.1.1
4.2
4.3
4.4
4.5
4.6
5.0
1.0 Plan for the Media Release
What is the focus (objective) of the release?
The focus of the press release(s) that the City of Swan is to produce is to inform the public (in and
around the City of Swan council) is that there is a fete being held at the renowned Houghton Winery
at the end of summer. The fete is to be a celebration of the summer season in the Swan Valley,
which is located in the City of Swan, and to attract local tourists to the area. The title of the fete is to
be named the City of Swan - Celebration of Summer Fete.
Who is the target audience?
The target audience includes the citizens who live in the City of Swan council – they are the residents
who are celebrating living in the Swan Valley. Also included are the residents that surround the City
of Swan, who the City of Swan would like to attract (they are the local tourists).
What is in it for the target audience?
Attractions at the fete include:
- Wine and beer tasting
- Food stalls
- Market stalls
- Children’s activities, such as face painting, pony rides and sideshow-games
- Live music and dance performances
- An opportunity for local businesses to set up stalls to promote their business, and attract
future customers
What is the organisation pursuing?
The City of Swan aims to introduce people who live in and around the City of Swan to take
advantage of the beautiful scenery, attractions and dining venues by presenting a showcase to the
public at the City of Swan - Celebration of Summer Fete.
2.0 Media Release 1 – The West Australian
City of Swan – Celebration of Summer Fete
The beautiful City of Swan is hosting a celebration of the Swan Valley and the ending of summer by
providing a free fete to the public on the 26th – 27th February, 2011, which so happens to be the last
weekend of summer.
City of Swan – Celebration of Summer Fete is to be held on the spacious grounds of Houghton
Winery (located just off Great Northern Highway).
The fete is to promote the council and all that the area has to offer its visitors and residents. It is a
free event, open to residents of the City of Swan. Also invited are all citizens of other councils,
tourists – people of all ages who wish to experience the magic of the City of Swan and what happens
in this metropolitan council.
Attractions being offered at the fete include:
- Local wine and beer tasting and sales
- Local food stalls
- Market stalls
- Craft stalls
- Children’s activities, such as face painting, pony rides and sideshow-games
- Live music and dance performances
- An opportunity for local businesses to set up stalls to promote their business, and attract
future customers
Should any small business owners in the area be interested in setting up a promotional stall at the
fete, they should contact:
Nikki-Lee Kregers
City of Swan Public Relations Officer
By telephone: (08) 9267 9267
In writing: PO Box 196
MIDLAND WA 6936
3.0 Media Release 2 – Echo Newspaper
Promote Your Business in the City of Swan – Celebration of Summer Fete!
The City of Swan is proud to announce its first Celebration of Summer Fete! The fete is to be held at
Houghton Winery over the final weekend in summer, being the 26th – 27th February, 2011.
City of Swan – Celebration of Summer Fete is introduced to the community as a way of promoting
attractions, good and services that are available in the City of Swan. It is offered to both the
residents of the council and other members of the metropolitan area.
Attractions on the weekend of the fete include:
- Local wine and beer tasting and sales
- Local food stalls
- Market stalls
- Craft stalls
- Children’s activities, such as face painting, pony rides and sideshow-games
- Live music and dance performances
- An opportunity for local businesses to set up stalls to promote their business, and attract
future customers
An open invitation is being extended to all small business owners in the area to hold a stall at the
fete, as a way of promotion for both the business and the City of Swan. All interested persons should
contact the head coordinator, Nikki-Lee Kregers, on the contact details provided below.
Please note that the City of Swan – Celebration of Summer Fete will include free entry for all guests
attending the event, however stall holders will need to pay a small fee (depending on the size and
location of the stall). All charges will be notified and discussed in full when applying for stall-space,
or when contacting the head coordinator.
City of Swan Public Relations Officer
By telephone: (08) 9267 9267
In writing: PO Box 196
MIDLAND WA 6936
4.0 Media Distribution List
Definition: “list of names to whom a communication should be sent”
Source: Distribution List, http://www.thefreedictionary.com/distribution+list, © 2010 Farlex Inc.,
retrieved 17th May 2010
4.1 The West Australian
Digital General Manager
Nick Sertis
Digital Sales Manager
Alan Cook
Registered Office Address
50 Hasler Road
Osborne Park, WA 6017
Postal Address
GPO Box D162
Perth, WA 6840
Telephone
(08) 9482 3111
General Display Advertising Facsimile
(08) 9482 9092
Advertising Agencies Facsimile
(08) 9482 3966
Classified Lineage Facsimile
(08) 9482 9040
Classified Display Facsimile
(08) 9482 9040
The West Australian is the only daily metropolitan newspaper, and is published six days a week
(Monday to Saturday). It delivers local, national and international news. As well as current news,
sport and entertainment, the newspaper covers other topics such as lifestyle, travel, health, home,
food and property.
Please see 4.1.1 for full circulation and distribution details
Source: Newspaper Locator, http://www.thenewspaperworks.com.au/go/newspaper/the-westaustralian, © 2010 The Newspaper Works, retrieved 17th May 2010.
4.2 Echo Newspapers
Office Address
Suite 4,
9 The Avenue
Midland WA 6056
Postal Address
PO Box 317
Midland WA 6936
Trades & Services and Classified Ads:
Telephone
(08) 9374 6666
Facsimile
(08) 9250 4123
Email
sales@echo-news.com
Group Advertising Manager (Display Advertising Only):
Telephone
(08) 9388 6887
Facsimile
(08) 9388 3883
Echo Newspapers are a friendly family publication, which circulate the City of Swan, Shire of
Kalamunda and Shire of Mundaring. These areas include both suburban and country. The
newspapers are home-delivered to homes every Saturday – and because they are delivered to all
homes, they do not include the (sometimes considered) ‘crude’ personal classifieds.
Demographics of the Echo Newspaper include:
Circulation:
Readership:
Male:
Female:
Age readership
14-29:
30-39:
40-49:
50-59:
60-69:
70+:
59,191
75,898
35,172
40,726
6,296
12,799
14,870
16,924
15,906
9,104
Source: Echo Newspapers, http://www.perthsuburbannews.com.au/newspapers/echo.cms, Echo
Newspapers, retrieved 17th May 2010
4.3 Community Newspaper
Press releases are submitted through an online form.
(Please see below. Source Submit a Press Release,
http://www.communitynews.com.au/ContactUs/PressReleaseSubmission/tabid/87/Default.aspx,
Community Newspaper Group, retrieved 17th May 2010)
Corporate Head Office
120 Roe Street,
Northbridge WA 6003
Postal Address
Locked Bag No.2,
Northbridge WA 6865
Telephone
(08) 9237 1000
“Every week over three quarters of a million people read their local community newspaper.
Collectively, the Community Newspaper Group’s seventeen local papers cover the entire Perth
metropolitan area from Yanchep and Two Rocks in the north, Mandurah in the south and east to
Northam, Toodyay and York.
Your local Community Newspaper provides you with up-to-date news and information on what's
happening in your local council, at your local shopping centre or in your street. Advertisers, whether
you need total metropolitan coverage or to target the primary catchment area for your business Community Newspapers will reach your target market quickly and effectively.”
(Source direct from: Community Newspaper Group,
http://www.communitynews.com.au/Home/tabid/36/Default.aspx, Community Newspaper Group,
retrieved 17th May 2010)
4.4 RTR FM 92.1
Street Address
642 Beaufort St, Mt Lawley
Perth, WA
Open: 9am-5pm weekdays
Postal Address
PO BOX 842
Mt Lawley WA 6929
Telephone
(08) 9260 9200
Studio Telephone
(08) 9260 9210
Facsimile
(08) 9260 9222
Email
rtrfm@rtrfm.com.au
RTR FM 92.1 broadcasts to metropolitan Perth, and hosts 49 different special interest programs,
ranging from music as far back as 1930s to environmental topics. All presenters on 92.1 share a
passion for their jobs and have specialist knowledge in their field. RTR FM broadcasts 24 hours a day,
7 days a week.
Source: About RTR, http://www.rtrfm.com.au/about/, © 2007 Arts Radio Ltd, retrieved 17th May
2010
4.5 Channel Seven
Mailing Address
Media City
GPO Box 777
Sydney NSW 2001
Head Office Address
Seven Network Limited
38-42 Pirrama Road
Pyrmont NSW 2009
Head Office Telephone
(02) 8777 7777
News Central Address
52 Martin Place
Sydney NSW 2000
News Central Telephone
(02) 8777 7777
Seven Productions
Media City
8 Central Avenue
Eveleigh NSW 2015
Seven Productions Telephone
(02) 8777 7777
Channel Seven holds the title as Australia’s largest commercial television network. “Our television
programming reaches more than nine in ten Australians every week. Our magazines business
publishes one in four magazines read by Australians. And, we publish three of the most widely-read
magazines in Australia. More than five million Australians engage with us online each month.”
Source: Company Profile, http://www.sevencorporate.com.au/default.aspx?page=2, developed by
@www.digital, retrieved 17th May 2010
4.6 96 FM
General Manager
Declan Kelley
Direct Sales Manager
Ashley Braden
Street Address
Level 1, 169 Hay Street
East Perth WA 6004
Postal Address
PO Box 6296, East Perth WA 6072
Telephone
(08) 9323 9600
Facsimile
(08) 9323 9666
Email
AshleyB@96fm.com.au
96FM offers a community switchboard, which alerts the public to community-related news both on
air and on the web page. The radio station has high profile sponsorships of The West Coast Eagles,
Emirates Western Force and Surf Life Saving WA. The target market audience 96FM attracts are
primarily all people aged 25-44, and a secondary target of all people 25-39.
Source: Advertise on 96FM, http://www.96fm.com.au/index.php/win/index/352, © 2007 Radio
96FM Perth Pty Ltd, retrieved 17th May 2010
5.0 Reasoning for Media Distribution List
Community Newspaper was chosen, because like the Echo Newspaper, it is a community newspaper
that is delivered to all homes within the City of Swan council. It automatically reaches the entire City
of Swan target public residents.
RTR FM 92.1 is a local radio station that is broadcast live from Beaufort Street, Mount Lawley, 24
hours a day 7 days a week. Being that it is a Perth broadcast show, it has the ‘community’ appeal –
residents will trust something that relates to them, and is broadcast locally as opposed to coming
from another state.
Channel Seven has a reputation of attracting the largest audience, and being the largest commercial
television network it is highly likely to reach the majority of the City of Swan’s target audience
already.
96FM is another Perth based radio station, and with features such as the Community Switchboard,
they support the local community. Their target audience fits in with home owners and families – the
types of people who care about their community, just like the City of Swan.