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If your press team has agreed to work with you on a press release, they will also help you pitch it to their relevant media contacts to gauge interest in your findings. They should then notify you of any media interest in your research and work with you to respond to requests for other material, interviews or anything else that journalists may have requested.
If you’re pitching a press release yourself, you may already have an idea of who you want to contact. Create a contact list and a short email explaining why you think they might be interested in your story, including a two- or three-sentence summary of your findings and a link to your media kit. Add a line at the end offering yourself for interviews and giving an idea of when you would be available to talk further.
When building your contact list, keep your desired audience in mind. Who are they and what publications are likely to reach them? Be wary of working with controversial media or media outlets that may exaggerate stories to achieve juicy headlines, and only consider media that will reach your audience in a way you prefer and that is appropriate for your research. If you are unsure which outlets you are considering, please feel free to contact your institution’s or publisher’s press team for advice.