You will hear these terms used interchangeably: Media RELEASE and press RELEASE. They are the same. You also have media ALERT and press ALERT, which is a slightly different tool. I mention it here because they are often confused but I won't get into that in this blog. Here are a few reasons why you want to use a media release to get publicity: 

1. Find new customers, fans and supporters

2. Build credibility

3. Increase sales opportunities

4. Create booking opportunities

5. Gain attention of industry leaders

6. Show funders their money is going to good use

7. Get funders to give more money

 

PUBLICITY WORKS!

Several years ago, I wrote a media release about my business that resulted in me getting on Chicago Public Radio, which resulted in a business owner calling me and advertising with me for six months. 

 

So, the key thing for a media release is that to really grab a reporter's attention, your story must be newsworthy.

 

Here's the format that works for me:

 

Keep your media release to only one page. Either use letterhead or logo and follow these simple steps:

 

1. The Date

All Media Releases start with “FOR IMMEDIATE RELEASE” at the top in the left hand corner, and always in CAPS. Include the date you want the information released to the public. It's usually the day you send it out. Timeliness is key. There are cases where you want the information "embargoed" until a certain date, but we won't get into that in this blog. 

 

FOR IMMEDIATE RELEASE

May 26, 2010

 

2. Contact Info

Then write your contact info: 

 

Contact: (your name, phone number and e-mail address)

Web site address (optional – you can also put it at the bottom).

 

3. Headline

Next comes the Headline of the Media Release (bold, and no more than two lines. I prefer title case.

 

Toure Muhammad Knocks Out Superman in Ultimate Fight Championship

 

4. Opening Paragraph or Lead Paragraph

The Opening Paragraph should start with City and State so the reader knows where the information is coming from. This should be in parenthesis.

(Chicago, IL--)

 

5. Next Part of the Opening Paragraph – the 5 W’s:

This should always have the 5 W’s - Who, What, When, Where, and Why – It should be a full description of what you are trying to convey.

 

6. Second Paragraph:

This is the “meat” of your press release so make it good! It should include further information and more details, an engaging story, a quote about your product, service or cause. You want to explain what makes you stand out. Also include strong quotes from others, i.e. industry leader, fan, reviewer, etc.

 

7. Any Additional Contact Info:

If you want to add your mailing address, a link to your website, a list of where your product can be purchased or any more contacts do so here.

 

8. The 3 # # #’s or End:

 

# # # indicate the press release is finished or you can simply write “end” and center it.