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Media - Preparing a Winning Strategy - Sending a Media Release

Media - Preparing a Winning Strategy - Sending a Media Release

The help sheet Writing a Media Release looked at the importance of compiling an enticing, exciting and interesting media release to attract the attention of newspaper, radio and television outlets.

But just as important as putting together a great media release is making sure your group or organisation properly distributes it to the sections of the media who are meant to get it.

Releasing the Release

There are a few simple steps your group can follow to guide the sending of its media release.

Your group may have already considered some of these steps when writing its media release. However, it is again worth revisiting them just in case there have been any changes of focus or information in your story.
  • Re-examine the subject of your release:
    • No only does this give you another chance to read over your release – making sure its focus is still the same as what was originally intended – but it should start you thinking about who it would appeal to.
  • Ask the question: "Who is going to be interested in our release?"
    • Which sector of the public (or your audience/stakeholders) is going to be interested in your group and what it is doing/saying/commenting on?
    • Your group should examine a number of factors when considering this question, including:
      • Who your release would be relevant to in a geographical sense?
        • Is it relevant to a number of areas, or across more than one state or territory?
      • Who it would appeal to subject-wise?
        • Is it relevant to readers of a number of different general and specialist publications, radio or TV shows?
      • What is the timing of your event or announcement?
        • Not only looking at when the event your media release is talking about is occurring, but also at
        • Whether it covers any new research, or.
        • If it is timed to coincide with another event or occasion that will draw media attention.
  • Narrow down the media outlets (or sections of those media outlets) that cater to or cover those people interested in your release.
    • These outlets will be your messengers, carrying your message to the members of the public you are targeting.
    • Look at not only complete media outlets, but sections within those outlets such as newspaper or magazine supplements, or different shows on talk radio or on television.
    • As an example:
      • If your group's story is about a change of coach at your football club, then it's probably of interest to the sport sections of the local newspaper, radio and maybe the local regional television station only.
      • But, if the coach is a famous ex-player for the club, then it could be bigger news locally – possibly in the news sections of the local media.
      • And, if the coach is a famous former top flight league player, then the story could become not only front page news locally, but big news in the region, and well worth coverage in major metropolitan media outlets or in sports snippets columns.
  • Use your contact book to get in touch with those outlets.
    • This is where your group's carefully cultivated and maintained contact book comes into its own.
    • Look at the contact details you have for the media outlets you wish to send your media release to – check the reporter's name and contact numbers (fax, email).
    • If you don't have a contact at the media organisation you wish to send your release to, your group will need to get in touch with them, introduce yourselves and make sure you send the release to the right person at that organisation.
  • Send the release…
    • …with one final check to make sure the contact details are correct (just in case!)

The information contained on this site is subject to change. Our Community will not be liable for any loss or damage whatsoever coming from reliance placed on all or part of its contents.

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