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Media Guide 3 - Writing media/press releases
The most common way to get information to your media contacts is in the form of a media or press release. A media release can be used to provide a ready-made story, alert the media to an event or launch, spark a feature or as an invitation.
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 Writing Media / Press Releases
 Writing Media / Press Releases
Preparation
Check your media contacts list is up to date and select the appropriate people to send your release to. Identify programmes or journalists you know cover your type of story. You want to establish a reputation for relevant newsworthy material.
You may need to tailor your release to suit the different media. Shift the emphasis of the story to suit the target audience.
Geography – it might be worth producing 2 releases, one focusing on the topic itself and another exclusively on the local angle. These can then be sent to your local press and any relevant national media.
You need to think also of the different needs of newspaper (words and pictures), radio (sound) and TV (moving images). For each of these, is there something in your release they can work with.
Format
Use your organisation’s media release paper, or letterhead marked clearly ‘Media Release’. You can also head it Press Invitation or Photo Opportunity.
Date and the works ‘embargoed until time and date’ or ‘for immediate release’.
Keep it short - one A4 page or two maximum - preferably typed 11 or double-spaced.
Finish after last paragraph with -ends-.
Always include one or two contacts for further information, who must a) be available and b) be able to answer journalists’ comments. This can make the difference between your story being used or not.
Finish with ‘Notes to Editors’ - these can include :
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a short description of your work
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any photo opportunities you have
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short biography of speaker/celebrity
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refreshments, parking etc
Content
A short snappy headline needs to catch the journalist’s/editor’s attention. Your press release needs to stand out from the rest.
The first paragraph is absolutely vital, it must be short, to the point and newsworthy and must contain the who, what, why, where, when and how of your story. Your lead paragraph should tell the whole story.
Pyramid effect – follow this with another (short) bridge paragraph providing more details or additional information.
Include a quote from someone, eg an expert, celebrity or local politician. This quote needs to add a new dimension to the release, not simply repeat what is stated. Make sure the person being quoted is contactable and can elaborate on what they say.
Additional short paragraphs can, if necessary, be added.
Be clear, concise and brief. This is not a work of creative genius, this is important information put together in a way that your reader will understand. White in plain English, most people don’t use long words when they speak so don’t do it when you write.
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