Media Drop
Exclusive advance distribution of news materials to select journalists before official announcement or wider release.
Definition
A strategic practice where PR professionals provide exclusive access to newsworthy content, documents, or story materials to a curated list of priority journalists ahead of broader distribution. This typically occurs 24-48 hours before official announcements.
The approach builds stronger media relationships by offering insider access while ensuring key outlets have adequate time to develop comprehensive coverage that aligns with the organization's messaging goals.
Why It Matters
Media drops create competitive advantage by securing priority placement with tier-one publications and broadcasters who value exclusive access to breaking news. This strategy often results in deeper, more favorable coverage than standard press releases.
The practice also strengthens long-term journalist relationships by demonstrating trust and providing value, leading to improved source positioning for future story opportunities and more responsive media engagement.
Examples in Practice
Tech companies often execute media drops before major product launches, providing select journalists with advance demos and executive interviews to secure launch-day coverage in key publications.
During merger announcements, corporate communications teams may drop exclusive financial details and executive quotes to business reporters at major outlets like WSJ or Bloomberg before filing SEC documents.
Nonprofit organizations frequently use media drops for research releases, giving science journalists early access to study findings and researcher interviews to develop in-depth analytical pieces.