Media releases are a key element of media outreach campaigns. This PR blog will help make it child’s play for you in structuring your media releases correctly.
The media want releases to help them create their own content, whether that’s for print, radio, TV, digital or online.
Before you start writing your media release you need to have decided on the key messages to be communicated. Around five key messages to be incorporated into the release is about right.
And remember it needs to be newsworthy. If it’s not, enhance it in some way to ensure it is. Refer to this earlier blog on What is news.
This is the structure I would recommend for your news release (from top to bottom).
Headline: use four to ten words and make it memorable.
Subheading: make this a short, catchy and interesting sentence that gives a bit more meaning to the heading, add one or two key benefits and say who it is aimed at.
Lead paragraph: it ideally wants to be 20 words that provides a summary of the release’s purpose and introduces some uniqueness or value for the reader. Make sure you tick these boxes: what, why, when, where, who and how. More information is in this blog on Writing a strong lead paragraph.
Following paragraphs: each subsequent paragraph is the next most important. Editors who have limited time may just take the top three paragraphs and delete the rest. These paragraphs allow you expand upon the key messages and introduce supporting material.
* Write in the third person.
* Include quotes.
* Keep paragraphs to one sentence.
* Don’t waffle, be concise.
* Tell the truth, don’t embellish.
* Use positive statements and active verbs.
* Keep it to one page.
Last paragraphs: include prices, sizes, availability, etc.
Include a hyperlinked website.
Add the word ends at the end to show it’s the end of the release.
Boilerplate: refer to this blog on what a Boilerplate should contain.
Further enquiries: include full contact and address details and titles. You can also add the primary contact’s name and phone number at the top of the release.
Images: include the caption (with a thumbnail image) at the very end.
Obviously writing the media release is just one aspect of the media outreach process. There are many other important steps to consider.
If you would like further advice and help on this and any other PR strategies, please give me a call on 03 9803 2588.
My book, Brand Engagement, also has practical hands-on advice that you can use in your business. It can be purchased from here: www.brandengagementpr.com.au
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T: +613 9803 2588