In part one of How to Write a Successful Media Release, we shared Ten Tips to get the Media to take notice and READ your release.
Here are Ten MORE tips you can use:
1. The Body. The body of a release (story) contains additional facts to support the lead. The most important facts are always in the lead and each succeeding paragraph less important information. This method allows editors/reporters to easily and quickly trim for spade by deleting from the bottom.
2. KISS. Keep It Short & Simple! When writing a media release, brevity is the key. Thomas Jefferson is quoted as having said, “The most valuable of all talents is that of never using two words when one will do.”
3. Paragraphing. Newspaper paragraphs are short because paragraphs of more than three or four sentences are difficult to read. Your releases should conform to this rule. A paragraph should not be broken over two pages of your release. If you have a paragraph that runs over onto the next page, shorten it or start on the next page, even if it means leaving a larger margin at the bottom of the proceeding page.
4. Sub Headlines. Sub headlines are rare in media releases. They can be used in multiple page releases to highlight special information. Examples would include a long quote, a list of finishers, etc.
5. Page Numbering. After the first page, each page should be numbered at the top of the page. Example: -2-
6. Multiple Pages. If your release contains more than a single page, the “printer’s code word” – More – should be typed at the bottom of the page, in the center, indicating that additional pages follow.
7. End Sign. End a press release with either # # # or – 30 – typed across the center of the page a couple of lines below the end of your text.
8. Photos. If you have good photos, send them or include the words “Photo available upon request” with your contact information at the top of the page. Only send high quality photos. Only send photos when they add to your story. 8”x10” black and white glossies are best. Place photos on the top of cardboard when mailing. Don’t tape or paper clip. (It can ruin the photo.)
9. Who. Send to a specific person. Know whom to send it to, not just where. Find out who the editor/reporter is for the section in which you want your release to appear. Include their name on the release, not just the envelope.
10. Editorial Calendar. You can check the media’s editorial calendar for specific topic areas. You can use the information to “time” your release to coincide with the media’s interest or focus.
Excerpted from The Media eGuide. Visit: http://heidirichards.com/free-media-e-guide-special-report/ to get your FREE copy!







