Getting your media release noticed and used is no easy task when journalists, especially mainstream ones, routinely get bombarded with hundreds of media releases daily.
But there are a number of ways public relations professionals give their efforts the edge to generate prominent coverage. Heres how&
Developing the release
When sitting down to write a media release, first ask yourself - what is the story? and also, why should anyone be interested?
Both your headline and your first paragraph/lead need to encapsulate the story - what it is about, who it involves and why it is interesting at this time. Keep your lead paragraph brief. It should be no more than 25 words.
Say what you mean, be precise and be concise (think about that poor radio news reporter who has to read it live).
Each subsequent paragraph should substantiate your lead statement. Explain who, what, where, when, why and how depending on the info you have put in the first paragraph.
Put in a few facts to support your case. And if possible put them as high as possible because journalists love them.
Put in a few pithy quotes to make it personal and to spark the interest of a journalist.
Avoid jargon. Ask yourself 'would my client say this' and 'would my mother believe my client'. Avoid long and impenetrable phrases.
Remember that most people do not walk around quoting obscure facts and statistics - keep it simple and more importantly keep it real.
When writing a media release ask yourself first - what is the story? and also, why should anyone be interested?
Gather all relevant information. Undertake any additional research required.
Having selected the appropriate target media, keep their content preferences in mind.
Concise and straight forward is the best style in most cases. Avoid office speak or jargon, and long and impenetrable phrases.
Rarely should a media release be more than one page long. Longer and chances are that it wont get a run, or be cut right down. Better that you do the cutting up front to make sure the essential info is retained.
Your headline and first paragraph need to encapsulate the story. Ask yourself what your news is about and why it is interesting.
Put in a few facts to support your argument and a few brief quotes as well to make it personal.
Always put your contact details at the end of the release and make sure you are available to speak to journalists who are interested in expanding on the issues raised in the release.
Review and revise the draft, then submit the revised draft to the clients CEO or Minister. Accept amendments to the extent that they improve the release, though query and talk through changes that detract from it.
You need to move through as many iterations as required to finalise the release.
Issuing the release
Firstly identify the key media you want to approach with any one media statement.
Once the list is together and checked with the client, fax the release to outlets as early in the day as possible. If you leave it until 5pm, your chances of getting a run are virtually nil. Understand media constraints, know and respect deadlines.
Targeting key journalists generally has better results. Your local media should always, without failure, receive a copy of your media releases.
The best way to reach journalists with daily metropolitan media is e-mail as most have a direct e-mail address, but usually share a fax machine with numerous colleagues.
But never, ever send a media release to Editors or Editors in Chief of major daily newspapers.
A follow up telephone call is important, to see if they received the fax and if they need further information. Its also a great opportunity to find out more about your target journalist.