Getting your media release noticed and responded to can be difficult with journalists, especially those in the mainstream, routinely getting bombarded with scores of them daily. But there are a number of ways public relations professionals can give their effort the edge required to generate prominent coverage. Here are some.
Developing the release
When sitting down to write a media release, first ask yourself - "What's the story?" Then ask "And why should anyone be interested?"
Both your headline and your first paragraph (or lead) need to encapsulate the whole story - what it's about, who it involves and why it's interesting at this time. Keep the lead paragraph brief. No more than 25 words.
Say what you mean and be precise and concise. (Consider the stretched radio news reporter who might have to read it live.)
Each subsequent paragraph should substantiate the lead. Explain who, what, where, when, why and how depending on the information you have included in the first paragraph.
Include a few facts to support your case. And place them as early as possible in the release because journalists will be looking for them.
Generate a few pithy quotes to personalise the release and to liven it up. Make the quotes meaningful and substantial. Ask yourself "Is this something my client would say?" and "Would my mother believe my client?". Avoid long and impenetrable phrases and note that most people don'y walk around quoting obscure facts and statistics. Keep the quotes simple and keep them real.
When writing a media release, after deciding the thrust of the story, g ather all relevant information and undertake any additional research required. Select the appropriate target media and keep in mind their content preferences.
A release should rarely be more than a page in length. If it's longer, chances are it won't get a run, or it'll be cut right down. Better you do the cutting up front to make sure the essential information 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 to make it personal.
Always put your contact details at the end of the release and make sure you're available to speak to interested journalists.
Review and revise the draft, and submit it to the client. Accept amendments to the extent that they improve the release, but query and talk through changes that detract from it.
You will probably need to move through a number of iterations before the release is finalsied.
Issuing the release
First identify the key media you want to approach. Once the list is prepared and checked with the client, despatch the release to outlets as early in the day as possible. If you leave it until late in the day, your chances of getting a run are virtually nil. Understand media constraints and know and respect their deadlines.
Targeting relevant journalists (that is, those working in the field covered by the release) will generally get better results. The best way to reach journalists in the metropolitan media is by email. You can also disseminate the release to media through a distribution agency.
A follow up telephone call is important, to see if the journalist has received the release and if they need further information. Don't be afraid to admit that you can't answer a journalist's question. Instead, offer to find out the answer and call back or suggest the client as the best person to respond and arrange an interview.
Think twice before sending that 'innovative marketing tool' along with your release. Glossy extras or funky gifts can detract from the impact of your statement either by trivialising it, or conveying to the journalist (rightly or wrongly) that you're a wanker.