When should I write a media release?

Before starting a media release, you should ask yourself a few questions.

Is the media release I am intending to write the best way to communicate a message - if it is announcing an event, calling attention to a new report or commenting on a government or corporate action then a general media release may be the right medium. Speaking directly to a journalist with the largest or most relevant coverage may be another option.

Does it have a strong shorebird/conservation message? The primary aim of a media release is promoting topical issues you are working directly on.

Do you have a clear position statement and a good soundbite (quote)?

Does this press release present new information for the media and the general public? Do you have a new report, a new discovery, a new survey? Or is your release responding to a breaking news story?

Do you have a hook for the release? A hook is a link to an international, national or local event, which will make your announcement topical. A hook can be an international event such as a conference, a government announcement, a new report, or a day set aside for an issue World Wetlands Day, etc.

Does your release either present unusual facts and situations, which might grab the attention of the media and the public, or does it carry strong arguments for or against something, which might prompt a wide debate and raise your profile and expertise? If you don't have a strong news angle, then controversy or originality is very important.

Is your media release solution oriented? If a media release calls for action or exposes a problematic situation, it must contain recommendations to solve the problem.

Does the press release put the story in the wider context? Does it, for example, relate to the bigger picture story such as the water crisis or loss of biodiversity? If it relates to a trend, make sure you make the connection.

If you have received Australian Government funding for this project you will need to ensure that you provide appropriate acknowledgement in any written material, particularly media releases. The Australian Government should receive a prominent position in any text component, along with the particular grants programme (such as Envirofund, Community Water Grants, NHT, NAP, etc). If logos of sponsors and/or financial contributors are being displayed, the Australian Government logo should be featured prominently. Logos can be obtained from the NRM Communications Team on 02 6274 2105, or by emailing This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

When should I issue the media release?

You need to think about whether you have a hook for your release. If you do, then think about when journalists need to receive your information in order to use it in a story related to your hook.

Are there any major announcements in your area that might compete with you for space in the news? Are other groups issuing major press releases? Try to avoid days when you will have serious competition for media attention.

If you don't have any external constraints on what date you will issue the release, think about what is the best day for journalists. As a general rule, Friday is a bad day for media releases but there are other ways to get the story to media on that day.

Once you have a good idea for a date, check availability of any co-authors on the days surrounding the release to answer any media queries. 

 Preparation

Once it's decided a release is the best way to go, think about how it might be received by media and what extra questions they might ask.

If you or other spokespeople are not familiar with the topic, a Q&A can help and could be used on the website or in communications.

Think about who your key audience is. What is the best publication, TV program, or radio program to reach them? 

Writing the release: what structure should I use?

What is the one thing you want someone to know about your story, and say it in one sentence. This is the headline. Most media are inundated with very similar stories, a catchy line, or new angle is the key. The event will generate your story e.g., Award, Big Contract, Major Decision, but the headline will be the first step to sell it.

Once the editor is captivated with the headline, you need to have a paragraph that will explain the crux of the story. This first paragraph should explain exactly what is going on. Don't make this a long paragraph no more than 25 to 30 words for the first sentence. It has to be enough to keep the editor interested, two or three sentences maximum, but it must tell the story.
The second paragraph should give more information and background on the story. It should quote facts, the title of the report, etc.

Your third paragraph should be a quote from you or a spokesperson from your group. You don't have to wait for the expert to tell you what they want to say think of a quote for them and see if they will accept it.

Scanning newspapers for soundbites to see what kinds of quotes journalists use is good practice, after awhile it becomes intuitive.

Remember, it should sound like something a person would say this is not supposed to be a formal written text. The quote should also be snappy, and should contain a hard-hitting point. It should also make sense on its own, if it is taken out of the context of the text of the press release. You never know how a journalist will use it, so don't give them words that can not stand alone.

After this, the rest of your release should come in a logical order with the most important information high up in the release, and the supporting information down lower. It should be possible to remove everything but the headline and first one or two paragraphs, and still have the release make sense.

If you like, you can end your release with another quote - either from the same expert, or if it is appropriate from another source: eg scientist, etc

Contact details must be provided. Only people who are briefed on lines, have prepared answers and are easy for journalists to access at least for a day or two after the release should be spokespeople. 

How long should the release be?

Try to keep it to one page - journalists will rarely turn the page or go onto another page.

There is no set length, but do not waffle or expand the text for the sake of it. Keep the style fluent and in line with the issue/event you are trying to publicise and don't repeat yourself.

Always have a beginning, middle, and end to your release. This means think about the structure of the release, and the conclusions you are trying to reach. 

What should the release look like?

Text within the release should be single space with short paragraphs. Titles should be in bold and approx. 16-20pt size to catch the journalist's attention.

If the information is embargoed, state a time, day and month e.g. The date must always be at the top of the release- eg Not for distribution before 13.00hrs on 7 September 2004

If it is for immediate release you should put: For immediate release - 5 September 2004.

Punctuation should fall within quotes: "I believe------- is doing great work," Mr. Smith said. The paragraphs should be short with single spaces.

You should have a section for more information contact' (preferably a name and phone number and sometimes the name and number of those quoted who will be available for interviews). Make sure people listed under the 'for more information' section will be available at this phone number for at least 48 hours after the release is sent.

If you have any photographs or extra information this should come under a section called 'Notes to Editors'. This section should not be too long and should only contain information that you really can not put inside the release. If there is a lot of information, a backgrounder might be a good idea. Also in this section, you can list availability of footage or photos to illustrate the story. Make sure you provide contact details for where journalists can access the footage. If you are offering photos, make sure you have the right to use those photographs and the photographers are credited.

There may need to be some 'press information' to go with the release. This is information the media may be interested in, e.g. backgrounders, fact sheets about the organisation, future events, list of services etc. These are not press releases because they do not have a story. 

Before the release is sent

Follow-up phone calls to the key media contacts is important to sell the story and alert them to the arrival of a press release in advance. It can be decided at the time who will do follow-up calls for the media releases.

Look for good photo opportunities; remember this will help to promote an event or an issue.

The use of CDs with high resolution images can prove a very effective tool.

Journalists

Keep contact details for people you have spoken to you. Record their name, telephone, mobile, and fax numbers, and e-mail address. Find out if they cover a specific issue and what subjects they like in particular. 

Magazines and trade journals

These types of publication are a different section of the media, they have more time to prepare information, conduct interviews and write stories. These features will often rely on pictures and are produced weekly, bi-weekly, monthly etc. Larger long lead time magazines are not suitable for fast-moving campaigns where something said three months earlier is now inaccurate or inappropriate. 

Interviews

Broadcast stories are often syndicated across the country so what may be a local story can become a national issue.

Remember with syndication, the audience you are talking to could be 10,000 to 1 million people out there listening to your every word.

Preparation is the key to calming nerves and ensuring you get your message across.

Make a note on the three or four key points you wish to cover. Think about some of the questions you may be asked. Find out the name of the show, who will be interviewing you, are they hostile, new to the area or issue, have they reported on this subject before? Do they like conflict?

You will also have to consider if there will be anybody else on air putting across an opposing point of view. Prepare questions and answers. Think about the sort of questions journalists may ask and prepare responses accordingly. If you know where the weaknesses or controversial aspects of your argument are, prepare some counter arguments.

Remember you can always turn down an interview if you have too.