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Publications > Youth voices > Aotearoa Youth Voices toolkit > Action guide 3
Action guide 3: Writing a media release
A great way of getting free publicity about your project and letting other people know what you are doing is to send out a media release - a short (usually no more than one page) write-up about an event, project or issue that you send out to the news media.
It can also be called a “press release” or a “news release”.
How does a media release work?
Sending out a media release is a good way of getting the media’s
attention and letting them know about something that’s coming up. A lot
of what you see in the news starts from or is even based upon a media
release.
When should I send a media release?
It’s no good sending out your media release about an upcoming event the
day before it happens and expecting journalists to turn up! Give at
least a week’s notice especially if you are having an event or
launching a project.
However, if you are doing a media release about an important issue that
is currently in the news, then that should be sent out as soon as
possible.
What should be in the media release?
Sending out a media release does not mean it will automatically go in
the newspaper, TV or on the radio, but there are ways to improve your
chances of getting in the news.
The news media get heaps of media releases every day and they don’t
have time to read every one, or have the space to fit them all in. This
means you've got to try to make yours as interesting and well-written
as possible.
The key thing is to grab their attention by putting the most important or interesting information in the first sentence.
Allow one sentence for each new idea or bit of information you want to
include. Don’t try to stick too many details in one sentence, or it
will be too hard to read.
The media release should aim to answer the six basic questions that the
media will want to know before considering whether to use it. These are:
What?
If an event, what is it about and what is it called?
Where?
Where is the event being held?
When?
When is it happening? – make sure you give the day and start/finish times.
How?
How has the event been organised or made possible?
Why?
Why is the event happening? What is its purpose?
Who?
Who is organising or hosting the event? Who are the important people involved?
Pictures and captions
A good photo can mean the newspaper will be much more interested in
publishing your story. Remember to include a descriptive caption.
Permissions
You must get the permission of the people you quote or photograph before you send off your media release.
Once you’ve written up your media release, you need to:
- Get someone to proofread it. Make sure that you
haven’t got any spelling mistakes or facts wrong, and that any people’s
names and contact phone numbers are right.
- Fax it through to your local paper, radio or TV
station - or even all three. The fax should be addressed to The Chief
Reporter or The Editor and have a cover sheet that briefly explains
what it is about. You might even copy the headline and first sentence
of your release to do this.
- Remember - someone from the media may contact you for an interview, ask some questions or take a photograph.
- Check your paper, radio or TV station that week to
see if your media release was printed or broadcast. If it wasn’t, don’t
worry - good on you for trying and don’t give up! Next time you have
something interesting happening, re-write the media release with the
new info and try again.
What does a media release look like?
A media release will usually have five parts.
- At the top of the paper: write MEDIA RELEASE in bold and below that the date you are sending it out.
- Headline: The aim is to catch the reader’s eye and
their interest. It should be in bold and give a clue of what the media
release is about.
- Introduction or angle: This is the first thing the
editor or journalist will read, so it has to grab their attention and
make them want to keep reading. The first sentence should be like a
quick summary of what the press release is about (but in less than 35
words). It will also answer one or some of the six basic questions that
the reader will want to know, including: What? Why? Who? When? Where?
How?
- Body: This is the main part of the media release.
It should answer all the rest of questions the reader wants to know
that aren’t covered in the introduction. It is a good idea to put in a
quote or two from someone who can explain what the project or event is
about.
When you’ve finished writing your media release, write the word “ENDS”
in bold at the bottom after the text. This is to let the media know
that there is no more information to come that should be included in
the story. If your media release is more than one page, write the
word “MORE” at the bottom of each page so that they know there is
another page with more information to come. This is just in case all
your pages don’t come through.
- Contact information: Put contact details at the
end of your media release in case the media need more information.
Example of a media release
Media release and date – note that the media release is being sent
out a week before the actual event so the media have time to do
something about it.
MEDIA RELEASE
8 May 2006
Headline, eg
Young people taking up the challenge
Introduction or angle
READ MY LIPS is an exciting one-day event, aimed at getting young
people’s voice’s heard by society’s decision-makers, on 15 May in
Wellington.
This paragraph answers the “What?” question, as well as giving an
“interesting” angle or fact to get the reader’s interest. It is also no
more than 35 words.)
Body
The event, called READ MY LIPS, has been created by a group of young
people from Wellington. Its goal is to encourage more young people to
speak out about issues that are important to them by “stirring up”
their thoughts and passions, and helping them to “get going” on ways to
get their voices heard.
This paragraph has the “when” and “who”questions.
A key part of this event is to run training workshops for young people
on how to write submissions, organise events, and other ways to get
their voices out there. Young people will also share information
about local and global youth issues, and encourage young people to
speak out on things that are important to them.
This paragraph gives more information about who will be at the event.
"This is great, we are here to get our voices heard as young
people by getting the skills to make that happen”, said Jo, one of the
organisers of the event.
Quote from someone involved in the event,
which also answers the “Why?” question.
ENDS
For more information contact: Jo Bloggs, Ph 123 4567
Copyright Ministry of Youth Development 2006
This action guide is one of a series of guides in the Ministry of Youth Development's
Aotearoa Youth Voices tool kit.
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