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.
As a former journalist with extensive experience in the public sector, business, and media connections, Jan-Jesse Müller provides strategic communications advice on some of Switzerland’s largest infrastructure and development projects. This involves media relations, liaison at all government levels and key public sector organisations and interest groups.