Five tips for
media releases.

Media releases are part of the basic communications craft. But editorial offices are flooded with hundreds of media releases every day. To ensure that your own media release does not get lost in this flood, the following tips will help:

Tip 1: Choose meaningful titles

Editorial offices are under time pressure. Media professionals have to decide quickly whether a topic is worth their time. An appealing title arouses curiosity and increases attention.

Tip 2: Put the most important point at the beginning

Media professionals want to know immediately what is going on. That’s why it’s important to commence with the most important point. In the first paragraph or lead, answer the following questions: Who? What? When? Where? Why? How?

Tip 3: Keep it short

A short, concise media release gets more attention. Typically, a media release is one to two pages.

Tip 4: Write clearly

Choose a simple and understandable style without technical terms and unnecessary foreign words. Formulate actively, use verbs instead of nouns, and present complicated topics in simple terms.

Tip 5: Offer a dialogue

Name a contact person with a telephone number and e-mail address who can be reached on the day of dispatch.