28 Aug 7 Steps to Writing a Media Release That Will Get Results
A Media Release is a key strategic document for PR professionals. So, what sets a good Media Release from a bad one? How do you make sure your release cuts through and intrigues the reader?
Here are our top tips to writing a Media Release:
- Hook, line and sinker
Make a strong impact from the get go. Don’t waste time with preamble, and hook the media in with a punchy lead. Get straight to the point and let the details come later. You want to captivate the reader straight away and hook them in.
- Address the Four W’s
Any good release should cover the Four W’s – What, When, Who, and most importantly Why. Keep all relevant information snappy and to the point. If there are specific details or something that needs to be explained in more depth, consider including it in the ‘Notes to Editor’ section at the end of the release.
- Quotes are gold
It’s important to always include a quote from someone notable – whether it’s the business owner, ambassador or credible expert. This makes it easy for media to grab the information they require without needing to schedule an interview. It also adds a personal touch to the campaign and more often than not, links back to the why.
- Break out, to stand out
Don’t be afraid to use break out boxes to ensure key pieces of information are highlighted throughout the release. Breaking up the text helps to draw the eye to different areas on the page and acknowledges what needs to be seen. Whether it’s key research or top tips from your expert, break out boxes make the release easily digestible and adds an extra element.
- Get social!
Don’t forget to include relevant social media details and hashtags to encourage recipients to get social. Even if your campaign isn’t socially geared, it always helps to include these details so people can find out more, and check out recent brand activity.
- A picture says how many words?
Where relevant, include lifestyle and headshots to support your campaign. These can be embedded in the release or included as an attachment to your pitch email. This eliminates the need to ask for the photos and makes the media’s job a lot easier.
- So, what’s next?
Include a call to action at the end of each release. Whether it’s to visit a website, social channel, or to arrange further images or an interview. Ensure you provide some level of direction so that the media know what their options are.