How to write the perfect media release

How to write the perfect media release
March 20 15:34 2019 Print This Article

Press Releases, now commonly referred to as Media Releases, are essential to a public relations strategy. They are a great way to disperse news about your business and gain publicity in the media.

What is a media release I hear you ask? It is a written piece of communication distributed to journalists to announce something newsworthy. These short, informative documents may provide detail on a product release, an event announcement, the work your business is doing, or even a comment on industry issues and trends.

The Public Relations team at Adoni Media has shared its top tips on how to write the perfect media release.

  1. Make sure it’s newsworthy

News is something new, up-to-date and of interest to the audience. If your release isn’t focused on a newsworthy angle, it simply won’t get picked up by a journalist. Also, tailoring your material to the journalists and media outlets you are trying to reach will increase the chances of your story getting a run.

  1. Inverted pyramid style

The inverted pyramid style is the key to structuring your media release. The lead paragraph should discuss the most important information, and each remaining paragraph should be less important than the one before it. Think of the way a newspaper article is written and aim for the same structure.

  1. Eye-catching headline

As you can imagine, journalists receive hundreds of releases every day, so your headline needs to stand out and encourage them to read your story. It should be catchy, interesting and clearly summarise the key points of the story.


Quotes are great sources of information while also giving a human element to the release. Gaining quotes from someone in the company or close to the new product/event will add to your release and give journalists content to use.

  1. Pay attention to detail

A one-page media release is ideal – two pages is the maximum. Proofread your media release and make sure it is grammatically flawless because even a small error can deter a journalist. And don’t forget to provide access to more information and a contact number so the journalist doesn’t have to go searching.

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George McKim
George McKim

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