Public Relations is about finding ways to get your message out the public through journalists. Getting ‘free’ media coverage for your business / concept / social enterprise can help you reach your target market in a form that people generally feel is more credible than advertising or other promotional activities.
While I advocate employing specialists for the work you can outsource, at the start of your business journey, that can be prohibitive from an expenses point of view. And quite often a journalist likes to hear directly from the business owner. Typically your interactive with a journalist or editor begins with the creation of a media release. A media release is a way of sending a news alert.
If you are keen to create your own media release, to follow are the tips you can use to do so.
- Are pushed for time
- Get inundated with news stories
- Will spot (and ignore) a blatant business plug
- Lookout for good stories, it’s their job!
- Sometimes need a full story (eg. local newspapers), but mostly want some ideas
- Love statistics!
How To Lay it Out
Follow format protocol
A media release should be set out on a standard size (A4) sheet of paper with a margin of at least 2 centimetres on each side and at the top and bottom. It should include the words ‘Media Release’ in large, bold font near the top of the page, so that it is clear what it is. Ideally use a font that is easy to read and around 12pt.
It is also important for the media to know exactly who has issued the media release so use use your letterhead or a small logo. Don’t use graphics or pictures on the release but if you have them state something like “high resolution photographs are available on request”.
Catchy headline
The headline of your media release will be the first thing a reader looks at. Put it in bold, large font. The headline serves two purposes: the first is to make it clear what the issue is and what the main message of the media release is, and the second is to catch the reader’s attention and inspire them to read on. For these reasons, the title should be short, punchy, bold and clever.
Say it in the first sentence
Think about the most important and catchy point you want to make and put it in the first sentence as the journalist may never make it to the bottom of the page!
Keep it short and sharp
A media release should never exceed one page. Don’t forget that the main purpose of the release is to catch the media’s attention. If they need more information, they will contact you to follow up.
Style matters
Your sentences and paragraphs should be short and sharp. Set your other points out clearly and logically and delete any unnecessary words or phrases. Try not to use acronyms, abbreviations or jargon. Try not to make your media release boring. Boring stories do not make news.
Include quotes
Direct quotes are essential in a media release. They enable a journalist to report on the issue or event as if they had conducted an interview with you. Ideally, quotes should be short, punchy and contain an interesting piece of information or argument.
Individuals quoted in a media release should be identified by their position – for example, ‘Vickie Burkinshaw, Chief Changemaker of Purple Pyjamas’.
Does it pass the ‘would my grandma understand it’ test?
If someone with no background on your topic were to read your release, would they understand it? Your release must be informative, interesting, relevant and, most importantly, easy to understand. You must inspire the reader to want to do something about your issue.
Back it up
If you are making claims, you need to have facts and figures to back them up. Add your sources in footnotes.
Don’t be libellous or breach copyright
It is critical that you don’t make statements in a media release that could get you sued.
Include contact details
Make sure the you/contact person is going to be available to take calls from the media on the number you provide.
Final checks
If you have time, put the release aside for an hour then re-read it. Ask yourself whether it is logical, informative and compelling. Is everything spelt correctly? If so, it’s ready to go!
