How to write a media release

This post is written by Bronwyn Ludlam, BA (Journalism), FPRIA.

• The problem: You have information about a subject that you want the world to know, but can’t get across the idea.
• Why it matters: Getting out the message could change or improve our world.
• The solution: Provide your story directly to the media in a meaningful way.

A media release can be a simple way to tell someone’s story, provide information about an upcoming event, or herald an exciting scientific or research breakthrough. The information can be targeted to a particular audience or aimed more generally.

It needs to be dynamic and interesting enough to catch the attention of a journalist in a highly competitive media market. It should provide enough information but not too much. And it should definitely be set out in an easy-to-read style that allows the journalist to quickly gain the gist of the story as they scan their phone or PC. Read on for some vital questions you need to ask to gain that all-important interest in your story.

Biggest Challenges

• What is your story and why is it interesting?
• Who is (are) your talent/spokespeople?
• Does your story have a current, newsy hook?

Purpose

• You are holding an event and want people to attend.
• You want to share an achievement of your company/organisation.
• You have new research of interest to the general public or a particular audience.

Considerations

• What else is going on in the world/nationally/your local area – will your media release cut through? Consider the timing of your media release.
• Is there an international/national/local event or day you can use as a ‘hook’?
• Do you have a local or visiting expert you can offer as talent?
• Can you partner with another organisation to strengthen your story?
• If you are offering a new product or service, is a credible celebrity able to provide an endorsement?

Length and Layout

• One page preferred
• Space paragraphs for easy reading

Content

• Short, easy-to-read paragraphs – preferably one or two sentences
  • The first paragraph should summarise the entire release.
  • Consider from the point-of-view of your reader: ‘what’s in it for me?’
• Grammatically correct – sometimes your media release will be used as-is – make it easy for a journalist to ‘rip and read’.
• Start with the most important information, finishing with the least – allowing it to be edited from the bottom so that it still makes sense – newspapers will often do this.
• Include relevant quotes from your spokesperson – in case news outlets don’t have time to conduct their own interview.

Below is a simple template to help you structure your information in a logical and easy-to-follow way. This will help you organise your thoughts about the subject or event you want the media to cover and may also enable you to determine that some information is simply not necessary for your purpose.

Click here for the template. You will need to copy it into a new document to edit it yourself.

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(Image Credit: Unsplash)