How to Write a Media Release

Did you know that publicity is supposedly seven times more
effective than advertising? And it is free – that is if you
do it yourself. If you know the elements of writing a good
media release to capture the attention of journalists, you
can cash in on no cost editorial coverage. Here's a few
tips to help you write a media release.

The Beginning

The first and most important thing is to have something
interesting to say. Consider your USP – just like in sales.
It's your unique selling proposition. After all publicity
is "selling". You are selling a story idea to the media. I
like to call it the unique shining point. It really needs
to stand out, shine, be compelling – not an advertisement,
not a boring product plug.

Another element that will really hook the journalist in is
to consider the ESP the emotional selling point. Often it
is the human element in the story that will capture the
reader's attention therefore the attention of the media.
Think about what your story is. What is your background?
Have you overcome any obstacles to get where you are today?
Any achievements or milestones? Where is the human interest?

What's more compelling? An announcement about a wedding
limousine service, or the 30th anniversary both in marriage
and business of the couple who run the service? This is a
story I helped someone uncover in a seminar I conducted.
The couple later went on to get a full page colour photo
and editorial story in a wedding supplement in their local
paper – for free, just by working out the human element of
interest to readers.

WIFM

What's in it for me? Or what is in it for them. How does
your product or service help others? You media release
needs to state that key element. How will the reader
benefit?

It's uninteresting to just say, "Jones & Smith Accountants
today announced the launch of their revolutionary new
accountancy software package… Better to state – small
businesses now have a better way to measure, monitor and
manage the costs involved in running their business, thanks
to Jones & Smith's new online measurement & analysis
accounting system.

The Heading

Write a catchy headline with a short, punchy phrase.
Observe how headings are written in newspapers and
magazines. You need to grab the reader's attention. Of
course that is if you are planning to post your media
release snail mail with your product sample or full media
kit. But most releases these days are emailed. However, the
same principles apply. Use a compelling subject heading or
the journalist will simply hit delete. Make it provocative.

The Content

Have a bright opening; start with your strongest point
first. Instead of the conventional "today announced that"
lead, you should make your release stand out from the crowd
with a strong, compelling lead paragraph. As editors and
journalists get so many releases every day, you only have
seconds to grab their attention. The first paragraph is
where your important information goes but it needs to be
written in an exciting, creative, interesting way.

Consider the 5 W's – Who, What, When, Where, Why; This is
an easy formula to remember when writing your release but
it is still not enough without some "zing" or compelling
elements to "hook" the reader in.

Again - how does it help? Remember the benefit to the
reader and perhaps include some "how to" tips on whatever
your product or service is.

Use memorable quotes; either of you or someone well-known
who can endorse your product. Quotes are often used by the
media as they make the story more "real" or personal. A
good quote can include why you've started this business or
developed your product or how it helps your target audience.

The Format

Title it "Media Release" and always include the date.
Include your contact details of telephone, mobile, email
and website address. Use letterhead and keep the content to
one page – any more and you will lose the journalists'
attention. When using email, cut and paste into the body of
the email – don't send an attachment.

The Contact

Send your release to the appropriate person – be sure to do
your research. Check that the "food editor" is still just
that and not now the "finance editor". Find out the name of
the person and their direct email.

Always follow up with a phone call or email and keep your
media liaison consistent. If you provide good information
you are not a nuisance, you are providing a service.
Journalists and editors need our information to fill their
newspapers, magazines and radio shows.

Supply a creative photo or suggest a photo opportunity that
will add to the impact of having your information
publicised.

Gaining publicity in the media will help you become known
as an expert in your business field; it will enhance your
image and reputation and help you to grow your business.

----------------------------------------------------
Sue Currie, the director of Shine Communications
Consultancy and author of Apprentice to Business Ace – your
inside-out guide to personal branding, is a business
educator and speaker on personal branding through image and
media. Sign up for free monthly tips on personal and
professional PR at
http://www.shinecomms.com.au/contactmanager/default.cfm
and learn more about how you can achieve recognition,
enhance your image and shine.