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APS Guide: How to write a media release

10th Nov 2005
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The previous instalment of the APS Guide to Professional Marketing looked at media relations. The latest edition continues that theme in a practical sense. One way in which firms can make a good impression on journalists and editors is to write clear and concise media releases that are relevant to the publications and contain information that will be useful to those publications.

The full article on the APS website offers advice on how to construct media releases to give them the best chance of gaining coverage and building relationships with editors and journalists.

The article steps readers through a series of tips to bear in mind when writing a media release, summarised below:

Media Release Tips
1. Is your story newsworthy?
2. Tailor your media releases to different publications to ensure they are relevant
3. Record the facts in a single sheet whenever possible
4. Always chase up your media releases with a telephone call to ensure they have been received
5. Invest in quality accompanying photography

Any media release you issue must be newsworthy and interesting to the editor you have targeted - otherwise it will be 'filed' and you will not have made best use of your time.

An editor will only publish your media release, or run a story based upon it, if he or she feels it is relevant to the publication's readership. Always write your media release to an audience of one - the editor, or news editor, of the publication (or programme) you are targeting.

A good test of a release is to judge whether it could be printed exactly as you have written it. If you believe it could be transferred directly onto the page of your target publications, you have a good chance of being published. Check the news pages of the publications on your media list and follow the style if you want the best results!

An example media release to accompany the guide can be viewed online.

Further reading
Previous instalments of the APS Guide to Professional Marketing can be viewed online. For more information on any practice marketing issues, contact Brian Coventry at APS or the series author, Charles Hornor, at StrategyCo.


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