What is a media release?
by Tash Hughes
of Word Constructions (www.wordconstructions.com.au)
youíve heard of it as a media release, press release or
news release, the chances are that if you are in
business, you have heard of media releases and even
considered using one.
The catch is
that the term media release is used a lot but isnít
really well understood by many people.
is a media release for?
release is like a short newspaper article. You send it
to media outlets to gain their interest and, if all goes
well, they will then publish a story about you.
Sometimes the journalist will
hardly do anything except copy the media release; often
they just use it as a base to start their article from.
There are no
guarantees that a media release will result in a news
story. Even the best media releases were ignored on the
day the tsunami hit Asia or whenever we win Gold medals
at the Commonwealth/Olympic Games; likewise, weaker
media releases may be picked up if it is a quiet news
into a media release?
reading your media release will be looking for stories
that will interest their readers/viewers/listeners. The
average person isnít too interested that Mary Ng owns a
business and doesnít want to read a newspaper full of
media release tells a story that will interest a number
of people. So if Mary is the first Australian woman to
win the Whatsit Award or finds a cure for hayfever, she
can send out a media release to many media outlets.
The type of
story will vary depending on the media outlet you are
approaching. For example, national papers wonít be
interested in your business hiring new staff or building
new premises, unless you are running a blue chip company
like BHP or Ford, but your local paper and radio station
releases need to be about the story and just enough
relevant information for the story to work. The release
isnít the place to list all the benefits of the
How do I
get a media release?
There are no
rules stopping you writing your own media release.
However, unless you write well and know the basics of
putting a release together, itís unlikely you will get
the desired results.
You can have
a release written for you by a writer or a PR person.
This will give you a professional result, and they
should advice you on whether your story has merit as a
media release in the first place.
What do I
do with a media release?
You can send
a media release to any and every media outlet you
consider to be relevant. You can do this yourself, via
companies that specialise in sending media releases or
via a PR company, and there are advantages and
disadvantages to each.
As well as
sending your media release to media outlets, you can
also use it in other ways to promote your business. Some
Add it as an article in your own
Add it to your website for site visitors
Send it to prospective clients who ask for
Send it to complementary businesses for
their information or newsletter use
Use it as part of an information pack for
joint venture partners, shareholders, organisations you
belong to and other interested parties
Send it out to your clients or newsletter
subscribers as a means of keeping in touch with them
is a professional and skilled business writer who makes technical
and otherwise boring information accessible for everyone
a business needs to communicate with. Next time you need
a media release, webcopy, articles, newsletters, reports
or any other business document, visit
see how Tash and her team can help your business