- Idea, product, service, milestone event to write about
- Name of spokesperson/people
- Social media account to reference (optional)
- Contact name and details of person for further information
- A description of your organisation/company
- Supporting media such as photographs and video (optional)
- Company logo or graphic
Our guide in brief
PREPARATION: Before you begin to write your media release, you need to assemble the information. Here is a checklist of what you will need:
- ITEM –
Identify type of release: Select whether your release is a news release or speech. Select also whether your release is for immediate release or whether it is embargoed until a future date and time.
HEADLINE: The headline should ideally summarise the contents of the release, while at the same time compel the reader to read the copy in the paragraphs below. It is often easier to write the headline at the end of the process of compiling and writing the information. If you don’t think you can get all the information required in the headline, you can include a sub-head in the paragraphs box.INTRO: Summarise in 40 words what your release is about. This is your introduction. Body text: Identify and prioritise your main messages (remember to write down the what, when, where, who, why and how explanations – TIP: If you find this challenging, try speaking with a trusted friend or colleague and detail five main points that you want to convey to media. Then note these five points down.
INCLUDE SPOKESPERSON & QUOTES: Identify and note down who your speakers are, their titles, and quotes – TIP: This person or persons must know the detail of the information you are releasing to media, and must be available for journalists to contact and be agreeable to answer questions.RELEASE SUMMARY: Wrap up your release by providing a summary of what your release is about. This should compliment all the information preceding the summary and conclude the release’s written information section.
ADD MEDIA FILES (optional): This is where you upload supporting material – TIP: Prepare and upload files (images, video/audio, docs or pdf) and also any additional information such as information-sheets, Q&As (questions and answers).
YOUR SPOKESPERSON: Note your primary contact person and their details – TIP: This person is often the primary person quoted in the news release. But, if necessary, the contact person may be a communications representative or someone who can quickly, and without fuss, connect a journalist to the primary spokesperson.SOCIAL MEDIA DETAILS: Note down the social media accounts that connect to your business, organisation, or entity, and, if necessary, the social media accounts of your primary spokesperson. BOILERPLATE: Note your company/organisation summary – TIP: This is simply the official title of your company, organisation or entity, its location, web address, and a short sentence that describes what it does or represents.