Here are some essential steps to follow to help your organisation's stories get published by the media.
Presentation
- Identify it as a media release on the top left.
- Date it top right.
- Use a catchy headline.
- Use one side of the paper only and keep to one page when possible.
- Check for spelling and typos.
Information
- Who, what, when, why, where and how?
- Use short paragraphs, clear sentences.
- Use simple terminology.
- Your first paragraph should be short and punchy.
- It is the story in a nutshell. Use present tense and active language.
- Include important facts and statistics, but don’t overload.
- Use quotes to support your release.
- Have someone proofread your release.
Photos
- Sending photographs will increase your chances of generating some coverage.
- Good quality photographs make all the difference when you're trying to spark media interest.
- Sometimes a photo on its own with a description (aka 'a caption') can be a good way of gaining some coverage. If the photo is memorable and striking, it could be all you need.
Contacts
- Provide a phone number and email address for more information.
- Make sure the contact person returns calls promptly.
The media
- Identify it as a media release on the top left.
- Take time to find out how they prefer to receive information (email/phone/fax) and what their deadlines are.
- Don’t be pushy, instead willingly provide information and be prepared to assist the journalist in their pursuit of a story.
- Follow up your release with a short phone call: "I just wanted to ensure you received our release and let you know we are available to help you in any way possible."
- Develop a relationship with the journalists you regularly deal with