Your complete guide to preparing and writing a press release

You’ve got an announcement and you’re ready to tell the world. A media release with a targeted pitch to specific and relevant outlets is a great way to get your message out to a wider audience.

But before you hit send, there are a number of elements to prepare so you can get the best possible.

I’ve been on the receiving end of thousands, possibly tens of thousands of releases, during my time as a journalist. Preparation and a professional approach make a difference.

Here is what to do before you send out a media release.

Target your media release to your audience

Who do you want to hear about your announcement?

Really think about who you want to target with your news. Is this a business-to-business announcement that would interest your wider industry? Or do you want to attract a broader audience? Is it just for doctors? Or architects?

Once you determine who you want to know about your news, find out what media they consume. For a general public-facing announcement, it could be the local newspaper or television station. But for a business development, it could be a niche industry publication or an online trade journal.

There are so many publications out there. Find the most relevant so your news release has the best chance of getting a run. Pitching to the Australian Financial Review or my former colleagues at The Australian or the ABC is not the only way, nor is it necessarily the best way of having your news picked up. Major outlets receive thousands of pitches a day.

Target the relevant media outlet

Find the best publication or outlet to reach your target audience

In most major media, there are journalists who cover specific topics. Find out who the reporter for your topic area is and send it directly to them. There is no point sending it to a journalist who writes about a different subject area. They won’t report it and they will likely assume you sent it out through a mass-distribution platform and will not forward it to the relevant reporter.

Services such as Medianet or Telum Media can provide a range of outlets. They maintain lists of journalists and their contact details, and can distribute the releases for you. So can a public relations agency, who also keep their own lists and contacts.

Once you send out releases on a regular basis, create your own database of contacts and keep in touch with them. As a journalist there were many communications professionals and company representatives I talked to on a regular basis. This was to find stories, confirm details and add commentary.

Write your media release to appeal to the publication (and the audience)

Media releases are written in a formal and structured news style. (For more information, check out how to write a media release.)

The release/story has to be about the impact – what it means for the public or the wider industry. Unless you’re Qantas or BHP, a company rebrand, partnership or new website is not going to make the general news. It is no doubt the result of many months of effort, but the media outlet will want to know what it means for consumers or the public. Make it clear why the announcement is relevant to your audience.

Package up your media release if possible. Provide images, audio or video if you can. If there is the potential for a case study that illustrates your story, offer that too. Journalists are busy working on multiple stories a day. Making their job as easy as possible makes it more likely your release will get a run (as long as it’s a good story).

Also think about where you want the story to be released. This was a successful campaign we did that focussed on regional media. This can be an effective strategy.

Make sure you include contact details so reporters can follow up with any queries.

How to prepare for a media interview

Once you know what you want to say and who you will inform, prepare your spokespeople.

A media release is just a first step. Journalists will probably have questions, or want background information, so having your spokespeople prepped and ready is important. Make them available.

Ensure they know about the media release and the background to the announcement. Focus on the key points you want to communicate. Also make sure the spokesperson knows the style of the publication.

Run through all the questions you can think of and practise responses. Actually say the answers out loud as this will help you refine the answer.

Respond to the questions properly. In most cases, journalists are simply seeking more information and context. It’s not an interrogation or a competition.

Anecdotes that relate back to your audience can be helpful to illustrate your message. They humanise information and make it relevant to a broader audience.

Well-practised media spokespeople also recognise the value of “the quote”. This is a short line that can sum up the issue. So you might give an overview, then a one-liner at the end that could be used as a standalone quote.

How to prepare to speak on camera for a broadcast interview

If you are doing a video broadcast interview, it’s worth putting some thought into what to wear. This feeds into the perception people will have of you and your organisation.

Light-coloured, non-striped tops are the go-to. Don’t wear white as it upsets the colour balance of the camera. Black, chunky patterns and other very prominent colours can also challenging.

Most TV reporters wear block colours with block-coloured jackets. Mimic this for the best results.

It’s a learned skill to speak on camera. It requires practise – for your posture, your speech and the way you speak. Answer the reporter instead of looking straight into the camera.

Aim for a relaxed, open demeanour. Use your face and your voice in a natural way.

For more information about media services, check out my Media Services page or get in contact.