How to write a media release

  • Make your story newsworthy. News must be new, timely, relevant, impactful and important to a large number of people – it needs conflict, tension, drama, curiosity, emotion, human, unusual or quirky.
  • Make it easy for journalists – who, what, where, when, hook – why, contacts for talent to interview, visuals – photo or video ops, mobile number
  • Give journalist time to prepare a story – embargo if needed
  • Simple language, short sentences, 30 words or less, one concept in a sentence, dot points, don’t use acronyms unless common, no scientific jargon, 1.5 pages max
  • Story in email subject.
  • The first paragraph is the most important – the why of the story
  • Use quotes
  • Use active tense
  • Include contacts and details of talent available to interview
  • Describe visuals – photo or video ops
  • Include a mobile number for more information
  • Use the news cycle – over Christmas, over Easter.
  • Post on Twitter and Bluesky