How to write winning media releases in PR

Public Relations (PR) is a dynamic field that requires strategy, foresight, and creativity. A core tool in the PR arsenal is the media release (often referred to as a press release). A well-crafted media release can be the gateway to invaluable media coverage, amplifying your message to a wider audience. But what makes a media release stand out in a journalist's cluttered inbox? Let's dive into the essentials of writing winning media releases.

1. Understand the purpose: Before you type a single word, clearly define the purpose of your media release. Are you announcing a product launch, sharing company news, or responding to a recent event? The objective sets the tone and direction for the entire release.
2. Craft an attention-grabbing headline: Much like a news article, your media release needs a compelling headline. This is the first thing a journalist will see, and it should immediately convey the essence of your message. Make it punchy, relevant, and direct.
3. Lead with the most important information: Journalists abide by the inverted pyramid style – the most crucial details come first. Start with the key points: who, what, where, when, why, and how. This ensures that even if a journalist only skims the first few lines, they grasp the essence of the story.
4. Keep it concise: While it might be tempting to include every detail, media releases should be concise and to the point, typically around 400-500 words. Stick to the facts and essential details, ensuring the content is easily digestible.
5. Use clear and simple language: Avoid jargon, industry-specific terms, or overly complex language. Your goal is to make the media release accessible to a broad audience, including journalists who may not be familiar with your industry's intricacies.
6. Include relevant quotes: Quotes add a human element and provide insight or opinion on the news. Feature quotes from relevant stakeholders, like company executives or experts. Ensure these quotes sound natural and add value to the release.
7. Provide high-quality supporting assets: Media releases accompanied by high-resolution images, videos, or infographics are more likely to be picked up. Such assets not only enhance the story but can also make it easier for journalists to visualise the final piece.
8. Maintain objectivity: A media release is not an advertisement. Avoid overtly promotional language, hyperboles, or subjective claims. Instead, focus on presenting factual and newsworthy content.
9. Include essential contact information: At the end of the release, provide contact details for the PR representative or company spokesperson. This should include a name, phone number, and email address, ensuring journalists can easily reach out for further information or clarifications.
10. Distribute strategically: Crafting a stellar media release is half the battle. Ensuring it reaches the right journalists or media outlets is equally crucial. Use media distribution platforms, targeted email lists, or even direct outreach to get your release in front of the right eyes.
11. Follow up without pestering: While it's essential to follow up after sending a release, be respectful of journalists' time. A gentle reminder or an offer to provide additional details can be beneficial, but incessant calls or emails can be counterproductive.

Writing a winning media release is a blend of art and science. At its core, it's about presenting a compelling story in a format that's easily accessible to journalists. Remember, every media release represents your organisation's image and brand, so meticulous crafting and strategic distribution are paramount. As the media landscape continues to evolve, the principles of clarity, conciseness, and relevance remain evergreen. By mastering these essentials, PR professionals can ensure their media releases not only garner attention but also achieve the desired impact.