16.2.1. Writing Media Releases

When to write a media release and when to pitch a story to media

Media releases are written to announce something, promote upcoming events/fundraising, sponsorship deals or grant approvals or a media call/photo opportunity.

Remember to include Who, What, When, Where & How – try and get this information in the first paragraph and try and keep it to around 25 – 30 words or spill it over to the second paragraph.

Check your grammar and spelling. Keep it in simple English and assume the journalist does not know the acronyms – so spell it out – Inflatable Rescue Boat (IRB).

Examples of great stories for media release are:

• Events – sports, end of season, start of season, open day, opening of club refurbishment, fundraising event, or to announce something new or innovative.
• Sponsorship/Grants – money donated for an IRB, vehicle, lifesaving equipment or to equip part of the club.
• Media Call/Photo Opportunity – this is a short media release that acts as an invitation for the media to attend an interview and photo opportunity that includes at the top:
  • When – this is the date
  • Location – address and if possible directions of where the media opportunity is
  • Time – when is starts, however can also put in 9:50am for a 10am start
  • What – this is a short explanation. The headline appears at start of the content/mini media release under onsite contact details.
  • Onsite contact details – name and mobile number of event onsite person.

Pitching a story to media – this is best done for something that has happened and is a fantastic story – a rescue, achieving at surf sports, winning awards – something that is very positive for the club and would be of interest to the public. It can also be used for something that is going to happen, however the journalist will still expect a media release or media opportunity.

Examples for pitching an event that has happened:

• Rescue – nipper rescues a swimmer in trouble or a mass rescue is performed or an unusual rescue. Surf lifesaver/s who have performed an extraordinary amount of hours patrolling that season – especially if they are young or in their 60s or 70s.
• Surf Sports – winning medals at State, Aussie or World level. We also have both Olympian and Paralympian medallists – how surf lifesaving helped hone their skills etc.
• Winning Awards – SLSQ or SLSA Award Nomination or Recipient.
  

Reactive Media/Crisis Communication Management – This is more of a response to a situation or a Media Statement, such as injury to a member, damage to the premises, a member charged/convicted of a crime that impacts on the club or members or issues that the media has been notified of.