How to Write a Media Release
The horticultural industry often underestimates the value of self promoting their business. By creating Media Releases your business can keep your colleauges, clients and local media (radio, papers, television) informed.
If you are releasing a new product, service or have participated in a community event, use Media Releases to generate good press for your business!
Media/News Releases versus Press Releases
-Press release is for print media only.
-News/Media release implies that you have some current news item or new angle to announce.
-News/Media releases can be distributed to both print and broadcast mass media.
By presenting your news story professionally, you increase the chance of media coverage. The following eleven points will assist you in writing an effective media release.
-Start with a strong headline to convey the main point of the story and grab the journalist’s attention.
-The first sentence should tell the story – inlcude the who, what, how, when, where and why of the story.
-Following sentences should expand on the information in the lead. Each paragraph is usually one sentence long.
-Always write concise sentences of no more than 30 words each.
-Use exact dates. Instead of “next Tuesday”, state “3rd March, 2010”. If referring to time, be specific in terms of AM and PM, plus daylight saving.
-Always attribute information to a specific spokesperson to provide credibility to your statements.
-Provide details of a contact person (name, phone, email) for the journalist to follow-up for further information.
-Keep the story brief.
-Time the Media Release to the date when the information is current, or plant is being released, etc.
-Do not use contractions outside direct quotes, e.g. use “will not”, instead of “won’t”, or “should not” instead of “shouldn’t”.
-Provide full contact details as to WHO is sending the Media Release (and if relevent, on behalf of which company).
What goes where
Most news stories are written in the inverted pyramid style. This means all the important information can be found in the lead. Information and quotes are added according to their importance. The least important information can be found at the bottom of the story, or pyramid.
This means that if the editor of a magazine or paper edits the text down, the important information at the beginning will most probably stay intact.
What Next?
Now that the Media Release text is done, what next? Unfortunately, this has only been one of many steps to get the Media Release to where it needs to go. Other steps can be extremely involved and absorb significant labour time. For this reason hiring a professional may be your best option.
Are you looking for professional services to create and disseminate your Media Releases/News Releases? If so, contact Horti.Com.Au or Marcia- Grace Byriel (marciagracebyriel@bigpond.com)
<Note: this information was extracted from a workshop presented by Marcia Grace Byriel. For more training opportunities, contact Marcia directly>
For infomation on how to write a Press Release… CLICK HERE <soon>
