A media release is just that—a release of news to the media. What the media does with that news isn’t guaranteed but as a business owner, there are things you can do to get it working in your favour.
Send your media release to the right people
Know which part of the media is most relevant to your news. For example, if you sell fishing tackle, you wouldn’t send your media release to the editor of Cots and Prams.
Make the media release newsworthy
Let’s face it. Newspapers, magazines, television and radio are businesses that raise revenue from advertisers. If your media release looks like a blatant attempt at gaining free ad space, it won’t rate a second glance.
Instead, do the journalist or editor a favour by giving them some meaty information that will interest their audience, and add value to the production or publication. In other words, give them a compelling reason to contact you for the whole ‘scoop’.
Because your media release may be one of many on an editor’s desk, it is vital that the most important part of your news is near the top of the page. Don’t try to build anticipation towards the dramatic conclusion—in all probability it won’t be read that far. Instead, put the best bits in the first one or two paragraphs and use the rest of the page for the peripherals.
Tip: The first paragraph should contain the What, Where, When, Why and How of your news.
Formatting your media release
Most media releases conform to a generally accepted format. While there is room for creativity, it is advisable to include these main elements:
Media Release
FOR IMMEDIATE RELEASE
Your media release headline goes here
City, State, date—Write your text—remember the Who, What, Where, When and How elements within the first two paragraphs.
Draft your release to whet the journalist’s appetite for more information. This way she will be more likely to contact you.
Short blurb: a few lines about who you are and what you do
For Further Media Information Contact:
(insert the name and contact details here)
Once your media release is ‘out there’ be prepared to answer any and all enquiries it generates. And who knows? Today’s feature in the local paper may be tomorrow’s headline news!
