In plain English
What does outlet mean?
An outlet is any organization or platform that publishes journalism or news content, including newspapers, magazines, television and radio stations, trade publications, and digital news sites. PR teams assess outlets by audience, subject area, geography, editorial standards, and relevance to the announcement.
An outlet can publish a syndicated copy of a release or assign a journalist to produce original coverage. Those outcomes should be reported separately because they reflect different levels of editorial involvement.
Example
The team chose three financial outlets and two regional business publications for the expansion announcement.
Use it well
Three practical tips
- 01
Prioritize relevance over the size of the outlet’s total audience.
- 02
Check whether an outlet publishes syndicated releases or original reporting.
- 03
Confirm eligibility before promising a placement to a client.
Knowledge check
Did it stick?
What is the best basis for choosing a media outlet?
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