Write an effective media release that promotes your Club

1. lions media release

2. newsworthy
write your
release
target
follow-up
overview

3. what’s your topic?

4. a one page document with one purpose
… to attract journalists’ attention
… rarely published in full
... it is not an ad nor a policy document
… it’s about news
a media release is ...

5. occasions for a media release
events
record
people
trends

6. conflict +
celebrity
human interest
novelty
local
bizarre
topical
what attracts media

7. what makes a Lions story work?

8. why are you newsworthy?

9. media release mechanics

10. length one page (250 – 300 words)
layout headed paper + ‘media release’
headline catchy (7- 9 words)
font one font
(larger size for headline)
spacing single space
paragraphs one central idea a para
3-4 sentences only
contacts at the end + url
release format

11. use present tense
active language & plain english
sentences less than 20- 25 words
no Lions jargon
common punctuation
writing style

12. be readable

13. structure of a media release

14. headline
to grab attention
short, punchy, clever, bold
9 words or less
when to write
the power of the headline

15. 2/7/201515
first para
how, why, when , where , how
headline

16. 2/7/201516
quotes to ‘add life’
first para
how, why, when , where , how
headline

17. 2/7/201517
additional information
background, statistics, event and club information
first para
how, why, when , where , how
quotes to ‘add life’

18. first para
how, why, when , where , how
quotes to ‘add life’
additional information
background, statistics, event and club
information
boilerplate and contact details
name + title
mobile + email + url
facebook + twitter

19. headline
lead paragraph
quote(s)
more information
contact details

20. write your club media release

22. target the right media
who’s the audience?
what media do they use
beat journalists
what’s the deadline

23. distribution
email
business services
timing
follow-up

24. 0401 063 387
bobcraw@webone.com.au
@bobcraw