Structure of a good release

A good media release is structured in a way that enables an editor or journalist to easily find each piece of crucial information.

The order that information is placed in should follow a general pattern – the more an editor needs to search to find what they want, the less likely they are to use the information in a release.

If you're launching a product/service and want to get the news out to the media before the launch, make sure you include an 'embargo date'. This means that the publication can't publish details within your release until after the date you specify. It does, however, give them time to get a story together for to coincide with the launch.

 The headline is the most critical part of your piece. It shouldn't be too long – ideally six to eight words and no longer than 10. The piece of information that will be of most interest to editors and potential customer – the 'news angle' – should be captured in this headline.

The first paragraph of the release will be the introduction. Within this first sentence, you need to encourage readers to read on by expanding on the news angle introduced by the headline as well as including key words that your customers will be looking for.

The main body of your release should consist of well-spaced paragraphs that are no longer than two sentences in length – this makes it easier for editors to read.

 Within this body copy, you need to make sure you cover the features of the product/service/company announcement and then align the features to the benefits your customers will experience.

Also ensure that any facts you have surrounding the announcement are included to back up your claims – editors will respond better to this than empty claims that you're the biggest, fastest and best at what you do.

 Near the end of your body copy it's worth including some of the information structured as a

'quote' from a qualified member of the company – who in essence is acting as spokesperson. Make sure you include their full name and their position within the business.

 Towards the end you can also include some general background information on the company. Not all editors will want to read through this, so by putting it at the end of the release, they can opt in or out.

 And don’t forget your contact details! You never know when an editor is going to get in touch regarding your release, so it's best to put the contact name of someone who is generally available – not a CEO who is nearly always interstate.