media releases


A media release does the following:

  • Informs reporters about your event, report, or issue.
  • Should tell the important information a reporter needs to write their piece.
  • Envision, then write the press release as the news story YOU would want to see written.
  • Sent out 3 - 5 working days before the event.

Elements

  • Headline. This will make or break a news release-include the most important information in the headline, and make it punchy. The headline can be up to four lines if necessary, including a sub-head, if used, but keep it short (and remember to use a large font).
  • Short description of the event and the issue. Make it visual ("Climbers will pick up and haul out 3 tons of trash to support the local Parks and Recreation Department.")
  • Important information should jump off the page-most reporters will only spend 30 seconds looking at a release. Spend 75 percent of your time writing the headline and the first paragraph. Use the inverted pyramid style of news writing. Make your most important points early in the release and work your way down.
  • Keep sentences and paragraphs short. No more than three sentences per paragraph.
  • Include a colorful quote from a spokesperson in the second or third paragraph. This quote should be the main message that you are trying to convey to the press, and in extension, to the public. Therefore, it should be clear, well thought out and strategic.
  • Contact information. In the top right corner, type names and phone numbers of two contacts. Make sure these contacts can be easily reached by phone. Include the contact's home phone number, if appropriate.
  • Include a short summary of your organization in the last paragraph.
  • Mention "Photo Opportunity" if one exists and be sure to send it to the photo editors of local news outlets as well as to reporters - they don't always share information with each other! Be sure to send a copy of the release to the photo desk.

Structure/Form

  • In the top left corner, type "For Immediate Release."
  • Below "For Immediate Release," type the date.
  • Contact Information: In the top right corner, type names and phone numbers of two contacts. Make sure these contacts can be easily reached by phone. Including the contact's home phone number, if appropriate.
  • Type "###" at the end of your release. This is how journalists mark the end of a news copy.
  • Type "MORE" at the end of page 1 if your release is two pages, and put a contact phone number and short headline in the upper-right hand corner of subsequent pages.
  • Print your release on your organization's letterhead.

How to Distribute It

  • A media advisory should arrive at news outlets 3 to 5 working days before the event. In some cases, you may want to send an "embargoed" copy to select reporters ahead of time, meaning that the information is confidential until the date you specify. Generally, send a release to only one reporter per outlet.
  • Fax or mail (if time permits) your advisory to the appropriate reporter, editor or producer at each news outlet on your press list.
  • If your release announces an event, send it to the "daybooks." A daybook lists news events scheduled to take place in the region on that day. Someone from each major outlet reviews the daybooks each morning.
  • ALWAYS make follow up calls after you send the release. If your release is announcing an event, make the calls the morning before your event is scheduled.
  • Have a copy of the release ready to be faxed when you make the calls.