A media release is a document containing the message you want to tell them. It takes a specific format.

Your media release should include:

• Your business name and logo at the top.
• Your contact details near the top.
• The date.
• A heading that grabs the reader’s attention.
• The news formatted into individual short paragraphs, with the most interesting information summarised in the first paragraph.
• Background information about yourself or your business at the conclusion of the media release with its own heading.
• Check your media release for spelling and grammar. If your media release contains grammatical and spelling errors, it becomes illegible and doesn’t maintain your professional image.

Generally, the media release should not be more than a page, and I cannot stress enough how important it is to summarise the important and interesting information in the first one or two paragraphs. Why? Because journalists receive literally dozens of media releases a day, and do not have the time to read each and every one from top to bottom to work out whether or not it is of interest. They need to know immediately, and if your media release waffles on and on without getting to the point, I can guarantee that it will end up in the bin.

The language you use needs to be simple and to the point. Do not use technical jargon or unnecessary adjectives. Quotes, from yourself or relevant people in your business, are viewed upon favourably by the journalist. The best way to get an idea about how to write it is to read a newspaper – if you can get it to sound like a news article, that is perfect for the journalist. This means they can use much of the media release for the article as it is, without too many alterations.

The media release needs to answer the following questions where possible, and it’s a good idea to always keep the following in mind when writing it:

• What – what is it about, what’s happening?
• When – when is the event taking place or when did it happen?
• Where – is this Australia-wide, or local? What is the location?
• Who – who are the key people, and indeed the business, involved?
• How – what are the details?

I was recently lucky enough to be part of a brainstorming session conducted by a professional and very successful Public Relations Expert. I want to share some of the information that came out of that session – tips used by the experts themselves to get their clients’ media releases read, and published.

Spread the News

Make your press release say something. No one wants to read boring articles, so make sure your media release is actually newsworthy. Simply stating that your business is open, won’t cut it. (Unless of course the place that publishes it have no readership and nothing else to report on!) Have an event such as a grand opening. Many companies have a grand opening or a special day where they use a gimmick of some sort and invite the media to come along. Some places invite radio stations to broadcast from their place of business for a certain amount of time.

You can also sponsor a sporting event, partner with a charity or tie your media release into a particular event at the time. For example, as I write this, interest rates are about to be cut for the first time in 7 years. If you can use this to your advantage in your business, then send out a media release. Chances are, it will be picked up pretty quickly! If you have a fashion business for example, run a media release close to the Melbourne Cup talking about this year’s fashion.

Send it on up

Most media releases are sent by email these days. Be sure however, not to send your media release as an attachment. Many a reporter has been stung by a virus this way and no will not open anything with an attachment. Ensure your press release goes to the appropriate journalist as a full email.

Contact me please!

Believe it or not, many people forget to put their contact details on a press release! Ensure you have full contact details either at the top of the release or at the bottom. This includes any addresses and full contact numbers – not just a mobile phone number.

Try to keep your press release to one page and ensure that no blatant advertising is included. Follow up with each journalist that received your media release until you receive an answer from them.

Using publicity as part of your marketing strategy and your marketing mix can bring in plenty of free business – so ensure you get the basics right the first time!

Here is a simple yet effective format for press releases:

1) For Immediate Release (or “For Release On “Date Here”).

2)  Compelling Headline

You need your press release to catch the attention of your prospects quickly. Now isn’t the time to try to be witty which can end up confusing. Make sure your title is strong and direct. If you want to get a few ideas from successful titles, browse through existing press releases and jot down notes that will help you create your own.

3) First Paragraph Hook

Your first paragraph is exceptionally important and needs to hook your reader in or you’ll lose their attention quickly. Include the “Who, What, Where, Why and Why’s” within your first paragraph for best results. Cut down any excess text that you don’t need and keep things focused and on track. Be sure that you highlight the most important aspects of your press release within the first paragraph.

4) Body

Continue weaving your body around your first paragraph, keeping it exciting, entertaining and interesting.  Keep the momentum going!

5) Contact Information

Be sure to include a mailing address, telephone number, fax number, email address and of course, your website URL.

6) Finish your press release with three ### symbols which indicates in the professional world of publishing that it is the end of your press release.

Make sure to proofread your press release before publishing and have a friend go over it to ensure that it reads smoothly and is comprehensive, even to someone who may not be familiar with your niche market or website.

Resources:

http://www.PRWeb.com/

http://www.24-7pressrelease.com/

http://www.free-press-release.com/

http://www.PR.com/

http://www.PressMethod.com/

http://www.MassMediaDistribution.com/

http://www.CustomPressRelease.com/(press release writing service)

http://www.SoftPressRelease.com/

http://www.PRnewsWire.com/

http://www.eReleases.com/