Introduction
Need some help writing a media release? Dinah Arndt has prepared this guide to help you master the basics of writing an effective media release. Take a look at her tips and examples, then download her template and get started on creating your own.
Writing a great media release or alert can be challenging – they need to be short, snappy, and easy to read.
Creating the perfect media release will make life easy for the people you are communicating with, and then you can rest assured that your message has been communicated effectively. Everyone wins!
The Basics
Timeliness is everything for media, hence the date at the top. Can you send out your release earlier (under embargo) so outlets with shrinking resources have more time to cover the story or work up an angle?
If you holding an event/stunt then don’t wait. Send out an alert 3-7 days prior, and a follow up alert first thing in the morning.
Use the active voice where possible. Avoid long sentences, clichés, puns, acronyms, exclamation marks, long job titles and jargon.
Don’t stress about the headline as it’s not going to be used by anyone else.
DO stress about the first paragraph, as this will determine whether your release is read any further and/or picked up. It must be short and snappy (ideally 25 words or less) and explain the “who” and the “what”. In a nutshell, it should convince a journalist that they should give a damn.
Tips
- If you are going to distribute a release using external agencies then check whether they charge per page – another reason to keep your release short & snappy. Always avoid an overhanging sentence (or two) on a second page.
- If you have too much detail to fit on one page, can you provide the same info in another way? (Ie. factsheet, or backgrounder.)
- Where possible, paste the text of the release into the body of an email (as well as attaching it) to make it as easy as possible for journalists.
- Finally, do you need to reference any stats/statements? (This can also save journos time, and lend you authority.)
Examples
Example 1
Clear, and simple headline. Short intro which is easy to read and explains why there’s a story. Also explains terminology/concepts (ie. Antimicrobial resistance)
Example 2
Heading is fine, but intro is too long, hard to grasp, passive voice & contains acronym.
If it was rewritten: Australian patients are at risk of paying more for medicines under international trade agreement proposals – a threat that’s prompted health and community organisations to officially raise concerns with the Prime Minister/Relevant Minister/Department.
Example 3
Simple heading, short and snappy intro that’s in active voice. Includes some facts and figures to explain the problem. (But no reference to where the stats are from.)
Example 4
If you have an opportunity for vision/photographs then HIGHLIGHT don’t hide it like they have! The where/when/what of the op should be highlighted clearly.
Download Resources
Explore Further
- The NEON Guide to Progressive Media Work
NEON’s Press Officer Handbook, a comprehensive guide to effective media work in social movements. Includes writing press releases, using the phone, preparing spokespeople for broadcast and much more.
- Media Checklist for Actions
A thorough checklist to help you prepare for traditional and social media in the lead up to an action, including some considerations for non-violent direct actions.
- How to Create a Media Package
A media package puts everything a journalist may need together in one place – a media release, photos, a spokesperson bio and background information. This ‘How to create a media package’ has been put together by the Australian Conservation Foundation.
- Strategic Media Engagement
The media can be a powerful mode of communication which can have a big impact on the success or failure of our initiatives. But how do we ensure our communications are strategic and don’t just end up being more noise
- Writing a Media Release
Need some help writing a media release? Dinah Arndt has prepared this guide to help you master the basics of writing an effective media release. Take a look at her tips and examples, then download her template and get started on creating your own.
- How to do a Great Media Interview
Some tips from The Australian Conservation Foundation about how to do a great media interview e.g. thinking about before, during and after the interview.
- How to Engage with the Media, Advanced Activist Skills, Amnesty International
In this module you’ll gain an understanding of how to work with the media in a strategic way, how you can build relationships with local media to promote your activism, and core skills you’ll need, like writing effective media releases.
