How to write a media release that gets read

A good media release should be a good story, well told, leaving the journalists you've sent it to wanting more. So, let's assume you've got a good story and you want it published. How do you tell it well?

Use the seven tips below.

1. Use the inverted pyramid writing style

Sum up the key message in the first paragraph. That's how journalists write.
 
Example
‘Company X today launched a revolutionary new range of primary school learning materials, which will make teachers' jobs easier and learning fun for children.’
 
The reader has got the key message and wants to find out more about the product, why it's revolutionary and what teachers think about it.

2. Write further paragraphs of the media release in descending order of importance

The easiest way to edit a newspaper story or magazine article is to cut off the last few paragraphs, so put the main aspects of the story near the beginning.

3. Include plenty of quotes

Facts are dull; people are interesting. What people say or think can be newsworthy. Include quotes in your draft media release, and then get the agreement of the person you're quoting. You might decide to include a quote after the introductory paragraph. In the case of this story, you could quote the company chief executive, a school principal, a pupil or a classroom teacher.
 
Example
'I like the bright colours,' says Evelyn, aged seven. 'I think I'll be chatting less in class from now on.'
 
The quote is simple, but believable. Notice where the quotation marks, commas, and full stops go. You can use says or said; both are acceptable. But stay well away from commented, remarked, and so on.

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4. Keep the media release to a page or a page and a half at the most

Look at the length of your media release from the reader's point of view. If journalists want more information, they'll contact you. Better still, take the initiative and ring them once you've sent them the release.
 
If you want to provide more information, write a separate background sheet, using a question and answer format.

5. Include your contact details at the end of the release

Include your contact telephone numbers and email address. Make it easy for journalists to contact you.

6. Use plain language writing techniques

Keep your sentences short. Use everyday words — cut out any jargon. Include contractions (I'm, we're, didn't). It's more conversational, and it's the style of language newspapers use.

7. Write an eye-catching headline

Headlines can make all the difference! You can write your headline last or first. Journalists may use it or may write their own.

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