ABSTRACT
Few things are able to project our message and cement credibility faster than media coverage from local, national and international newspapers, magazines, radio and broadcast television or from "new media" outlets such as subject-specific websites, popular blogs, online forums, online newspapers and magazines, audio podcasts, vidcasts, YouTube channels and more. In addition to many benefits, media coverage often leads to still more media coverage. While almost any media coverage is likely to increase the recognition and appreciation of our filmmaking, studio and films' brands, the benefits of media coverage are considerably greater when combined with a well-developed media strategy. Press releases are an essential element of any public relations strategy. The release schedule informs the media of when the release is available for publication. The headline is the single most critical component of a public release.
