Written by Robyn T. Braley
When you contact media hoping to convince them to cover a story about your club, project, or community event, you will be asked to send a media release outlining the story details.
The reason for the request is that the Media receives hundreds of story ideas daily. Editors must quickly choose the most relevant and engaging stories to broadcast or publish by a deadline. Your release must compete with hundreds of others to grab the attention of an editor, producer, journalist, blogger, podcast host, or other decision-maker who will decide whether or not to cover your story.
You have seconds to cut through the news clutter, get their attention, and sell your story idea by giving a compelling reason why it matters. A well-crafted news release will draw them into the story's potential.
Ultimately, media is a business! News is chosen based on its relevance to its audience.
But don't be intimidated. The bottom line is that all forms of media need content that will engage their communities and help build their audiences. Media often have sections of their websites dedicated only to community events.
- Radio
- Television
- Newspapers
- Magazines
As a Rotarian, I’ve heard members complain about the lack of attention the media gives to our work. Sometimes, it’s because the story idea was never presented to the media at all or properly.
I’ve had the opportunity to place many Rotary stories that ran locally, nationally, and in other parts of the world. This post explains how to get media attention by writing a professional news release.
Along with media, email your release to local politicians, industry influencers, community organizations, and collaborative partners. They may publish your information in their enews or website to inform their staff and others. At a minimum, it’s never bad to let community leaders know what you are doing.
Social and Online Media
A media release is ideal for social media and other online exposure. Check out my post 'Why Media Releases Are Important!'
Upload a PDF of your release to the news section of your website to provide an anchor to link back to as needed. This trick will also improve search engine optimization by appearing in online searches about the subject.
Modify the release to make it less formal and post it in its entirety on social media platforms like Facebook, LinkedIn, Blogs, or YouTube. With all platforms, you can also record a quick video on your phone using parts of the release as a script. Then, as platform space limitations allow, the entire release can be posted below the video. Photos or videos are necessary for sites like Instagram, X, and TikTok.
Divide your release into segments built around your opening paragraph. Link the text back to your website document for the whole story. Releasing different segments simultaneously provides greater exposure than releasing the exact text multiple times.
Format - Top of the Page
A news release has a structure that will make yours look professional and easy to read. The top of the release is called the masthead. It should include;
- Your organization's logo
- The identification of the document (NEWS, MEDIA RELEASE)
- The date of the release
- Name the city or town where the story originates
- Instructions like 'For Immediate Release' or 'Hold Until (date)'
Writing Tips
What’s the Angle
Every news or feature story has an angle. An angle is the story's point or theme and is a lens through which a journalist filters the information they have gathered. It helps focus the reader or viewer’s attention and makes it meaningful. The subject line and the article's lead paragraph often introduce an angle.
Most stories have more than one angle, which will appeal to different audiences. For example, angles for a story about an addiction recovery organization may include an addict's journey, the impact their addiction has had on their family, the mental health aspect, the need for healthy meals during the addict's recovery, the organization itself, and many other topics.
If your club is underwriting the purchase of furniture for the organization or funding several meals, that’s a great Rotary angle. It’s a great way to profile your club and the work you do.
As brevity is a critical element of an effective media release, I usually choose the main context and develop that theme. With the example above, I include other angles in bullet point form if I have room.
Subject Line
The subject line is the hook. It must be to the point and use plain language.
- Include action words where possible
- Use a larger font and bold it
- Include industry or community 'buzz' words only if relevant
Lead Paragraph
The first paragraph must expand on the subject line and draw the reader into the story. The opening paragraph is a summary and should be 3-4 sentences maximum. Above all, it must answer the basic journalistic questions.
- Who?
- What?
- Where?
- When?
- Why?
- How?
Remember, a release is a sales tool. The lead paragraph must outline what happened, what is happening now or what is about to happen. It must inspire the reader to go further.
Write and rewrite the paragraph. Read it out loud. Why? I've placed many stories on TV where the program host or news anchor read the lead paragraph word for word.
Radio will often do the same for regular newscasts. A Talk Radio host may use it to introduce our segment.
Body Copy
Write your story as a reverse pyramid, with the most critical information in the first paragraphs and the least important at the end. In other words, if someone only reads the first two paragraphs, would they get the gist of the story?
Just the Facts, Mam
The basic information must be apparent. Unless you are pitching an engineering story to an engineering magazine, do not include terms only engineers will understand. Keep it simple!
Always explain the benefit or desired outcome of your story or event. Who will be helped?
- Avoid long sentences and paragraphs
- Use simple, meaningful words
- Avoid repetition and overusing "insider" jargon
- Do not pad the release with fluff. When it's done, it's done
- Avoid using adjectives that need to be explained, such as good, better, or best
Only use acronyms if they can be explained. For example, RYLA (Rotary Youth Leadership Awards) can be used throughout your announcement as you’ve explained what it is near the beginning.
Use online writing tips to help make it scannable. For tips, read Master the Art of Writing for Online Audiences
Tell a Story
Storytelling is a way to focus your message around a central theme. Stories help media engage emotionally and relate to questions like, "Why should people care, and what will happen next?"
The temptation is to write an article. Don't do that. It will likely end up in the recycling bin.
Wrapping it Up
The next to last paragraph should briefly explain your club and what it does. Assume little or nothing is known about it. Link to your website.
This is an excellent place to use your elevator speech. Tips How to Create and Engaging Elevator Speech for Your Rotary Club.
In the graphic, I provide links and a description of Rotary International. This story was picked up in different parts of Western Canada and beyond.
The final paragraph should summarize what you just told them. Include a sentence reviewing the key points of the first paragraph. If promoting an event, repeat the date, time, cost, location, etc.
How Long Should it Be
The prevailing wisdom is that a news release should be a single page. However, I've required two pages when more information is needed to support the announcement. You can place additional information on the Background Information page.
You Never Know
Take time to make your news release the best that it can be. You never know what may happen beyond getting initial coverage. A national newspaper published one of my new releases word for word. The only addition was to insert interview comments from my client.
Further, your release may be uploaded as it is to various websites for the world to see.
Contact information
As a long-time media pro, I find it incredible that people neglect to include detailed contact information. Sometimes, a journalist may have already interviewed you but have a follow-up question or need to confirm a detail an hour before the deadline. Make it easy for them to find your number. include the spokespeople's email addresses and all phone numbers.
- The media relations person
- The Project Manager, General Manager, or Project Manager
End the release with one of three designations. Any one of them will signal that you are a professional.
- The End
- XXX
- -30 -
The last two symbols trace their meaning back to telegraph days. In Morse code, they mean - wait for it - the end!
Background Information
What if you have essential information that may not fit in your release? An option is to attach a separate page with support information written as bullet points. Call it Background Information.
If the release's job is to sell the story, the backgrounder fills in the blanks. It is an excellent way to include essential data or historical information. I might list various sub-angles on this page to expand on the addiction recovery example above.
What do you think? Do you have tips? I want to hear from you. Please comment below.
CONTACT INFO
Robyn T. Braley is a Rotarian in District 5360. He has served on numerous Club and District committees, including as the P.R. Chair in his District He has also produced major events in the community and in Rotary. He is a brand specialist, writer, and speaker. You may contact him at robyn@robyntbraley.com
Click on these Stories that Started with a Media Release
CHQR Newstalk 770 – Rotarian Karl Herzog talks about Rotary Trek to the base camp at Mt. Everest to raise money for a school for Sherpa children
Calgary Herald – Rotarians Gail Williams and Robyn Braley describe 50 years of service by Calgary West Rotarians
CHQR Newstalk 770 – Dave Taylor talks with Rotarian Pat Killoran (PDG) about Polio eradication
Red Deer Advocate – Central Alberta Rotarians Trekking to the Mt. Everest Base Camp for a Good Cause.
CHQR Newstalk 770 – Angela Kokott talks with Rotarian Steve Rickard (PDG) about the hope that microfinance projects bring to poverty-stricken countries.
Global TV – Calgary West Rotary Club, Calgary Stampede Parade Gourmet Breakfast. Note they included a graphic we created.