Writing a media release is an important function of anyone involved in a communication or marketing role at their school. It is however much, much different to writing an entry for the school's weekly newsletter or writing a wrap-up of a special event for the year book. Writing it is just the first part - there are also a few rules to sending out the release as well.
Remember, the media release is used to grab the attention of the journo and provide them with some background info and some quotes. They do not want 3 pages of essay like material. If a journo wants more info they will ask for or it. So keep your release to 1 A4 page, text should be 1.5 spaced minimum ensuring plenty of white space for clarity.
Writing a media release:
1. Catchy, but not cheesy headline: Keep the headline short and simple using less than ten words.
2. Put a date on the release: '29 July' will suffice. More on this next in my next post 'Sending a media release'.
3. Identify the angle: A good story should have the following elements: facts, timeliness, newsworthiness. Make sure your story is newsworthy. A story from the back page of the school newsletter may not be the most important story to the local editor.
4. Write in 3rd Person: Keep the release objective. Don't express personal opinions or ideas unless they are in quotes (see point 5). Don't use words like 'I' or 'We'.
5. Provide quotes: This can make an average media release a great one. Get a quote from the Principal, but make sure you get a quote from the teacher who is directly involved in the event and also get some quotes from students. Quotes from students are great for adding perspective and you usually get some great 'off the cuff' material that local papers love.
6. Media/Photo Opportunity or Images Attached: If your event is coming up, make sure you state that the media are invited to come along and grab some photos. If your news item wasn't so much an event or the event has passed (see more on my next post 'Sending a media release'), include one or two high resolution images of the subject with a short caption.
7. Include your name, contact number, school address, in the footer of the release.
Happy writing!
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