There are many ways of looking at a media release. The bottom line is it’s a release of information designed to get media interested in your story. So the first thing you need to do is have an attractive and catchy headline.

1. There are many ways of looking at
a media release. The bottom line
is it’s a release of information
designed to get media interested
in your story.
So the first thing you need to do is
have an attractive and catchy
headline.

2. Some people will tell you a headline should only be one line. That’s
simply not true. A headline can be as long as you need it to be – so
long as you are summarizing the story and giving the reader a clear
picture of what the story is about.
At Media Key, we frequently write headlines that may run for three
paragraphs or more. This has never been to the detriment of a PR
Campaign. The key is to capture the information and distil it. The
key is to tell people in a number of sentences what the story is all
about.
There are no ‘rules’ about exactly how you should do a media
release.
The following may assist when you are putting a release together.

3. Firstly, be aware journalists only have so
much time. Jobs are being cut back more
and more in the media so in an ideal
situation a media release runs for no longer
than two pages.
Secondly, in those two pages ‘tell the story’
and give plenty of facts and figures. Tell
the media what the story is
about. Attribute quotes to the right
spokesperson and give statistics and
examples using those statistics.
Stay away from ‘jargon’ and keep your
information tight and punchy. It’s
important that anybody reading the story
can understand the messages in the media
release and understand what the story is all
about. If you get lost in waffle, that’s what
is going to happen to your reader. It’s
really important to keep things simple.

4. Using the old KISS principle – Keep It
Simple Stupid – is always a good idea.
Keep everything bright, fresh and simple.
Make sure there is a clear media contact
at the end of every media release. Make
sure that phone number is going to be
picked up at any time if a journalist calls.
The last thing journalists want is to call a
phone number because they are
interested in a story, and then they can’t
reach anybody.
Memorable lines are a vital part of any
media release. It’s not just a question of
giving out statistics. You need to paint
pictures to highlight the problem or issue.
Consider carefully how you can create a
memorable line. Consider also the
visuals behind any story.

5. Many members of the media are going to want visuals. They may
need images for a website. If it is TV, they are looking for good
pictures.
Accordingly, at the end of your release, there should be a section
called ‘Visual Opportunities’ where you highlight the visuals to
media and show them what is possible.
Finally, the last thing you want to do is become known as somebody
who will peddle anything just for the sake of it. Be sparing when
issuing media releases. It’s always best to issue a media release
because it has genuine news value. That way you become known
for issuing material that is always worth reading and always worth
considering. This has to be your ultimate goal. You want media to
know you mean business and know and understand their business.
By Ross Woodward, Principal of Media Key. Media Key Public
Relations has written hundreds of media releases for dozens and
dozens of clients over the years. Ross is a former ABC/BBC
journalist. Media Key is one of Australia’s leading PR Firms.

6. Contact Us
 Street Add: Mount Eliza, Victoria, VIC, Melbourne,
3930, Australia
 Phone: 0409420112
 Fax: (03) 9769 6899
 Website: https://www.mediakey.com.au/