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Media releases
A media release is a way of communicating with journalists and other media representatives. A media release aims to create interest by talking about the key points and unique aspects of your event / project , as well as the organisations and people associated with it. Your media release is often your one chance to get the media interested, so needs to be well written, strategic and catchy!
Key point:
Before you start, it is important to know that many media releases do not result in an article or interview.
The media world is very competitive and decisions about what story to print or air will be made on the basis of how many readers/viewers/listeners it will attract, not on how ‘important' or ‘worthy' the story is. Therefore it is important to ‘sell' your information – what are the juicy bits? What is it about your event/project or the people connected to it that is newsworthy?
There are ‘rules' to writing a media release, read on to find out how to go about it.
Some tips…
• Write short sentences (about 25 to 35 words). Each sentence becomes one paragraph.
• Use simple language and active words (eg use the word “now” instead of “at this point in time”)
• Stick to the facts and provide specific information - don't exaggerate the worthiness of the story
• Be interesting - what is it about your event or the people in your event that make it unique?
• Remember to write consistently in the same tense throughout the release (ie past or present tense, do not mix tenses)
Writing a media releases
The following information will introduce you to the basics of writing a media release. Once you have written your first draft use the check list to make sure you are on the right track.
A media release should be short, clear and to the point . Journalists are very busy and will receive many media releases everyday. They need to easily see what it is all about and what makes it newsworthy.
Keep media releases to one page in length. Assume your audience has no prior knowledge of your event / project and write the release in clear, easy to follow language.
The first sentence needs to capture in a broad sense the whole story by addressing most of the 5W's outlined below. (Sometimes “why” or “how” is not outlined until the second or third paragraph).
Who, What, When, Where, Why and sometimes How
The next paragraph needs to expand on the most important point and each subsequent paragraph further expands on the 5W's starting with the most important aspects, working your way down.
The media release should include:
• A one-line bolded headline to grab the reader's attention and explain at a glance what the release is about.
• Contact details (name and phone numbers) for media questions or interviews.
• A date at the top of the page so the media know the information is current.
• Appropriate logos and letterhead.
• Direct quotations from relevant spokespersons and experts (this will add authority and interest to the media release).
• Suggestions for photo opportunities (media love a good photo opportunity so if you can suggest a catchy action shot it will increase your chances of it being picked up by print and TV media).
• Details you want the public to know about such dates, venues and where to go for additional information.
PRINT OFF A MEDIA RELEASE CHECK LIST
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