Anatomy of a media release

I was recently asked on Twitter how easy it was to write a media release.

It’s never 100% easy, no matter how many times you’ve written a media release.

Sure, it becomes EASIER, but it’s never “EASY”.

In today’s post I thought I’d give you a bit of an insight into some of the steps involved when writing a media release.

Now, assuming we’re working with a client for the first time, I like to do research beforehand on their topic area, and make sure my contacts in their “space” (i.e. education writers for an educational product) are up-to-date and aware of the work we’re doing!

So once initial research and contact has been made with media, it’s on to step one. The angle of the release, during a consult with the client I work on a strategy and what (collectively) we’d like to achieve from this release.

With this in mind, it’s back to the research desk, and it’s time to start writing with the help of any exisiting material from the client.

I then create a “skeleton release, send this to the client for their input.

Pending deadlines, this can sit with a client anywhere between 24-48 hours, but generally I don’t like to leave it any longer than this.

Once I have the first lot of feedback and inputs from the client, I then give the release some shape, make sure the language is easy to understand and remove any “industry talk” that has the potential to be lost in translation.

Then it’s back to the client for the final lot of inputs, again this may sit with them for another 24 hours this time, absolute maximum.

Once I give this version a final lick and polish and send it to the client for their sign off it’s onto media engagement time.

That, in summary, is the process of writing a media release.

If you’d like Pursuit Communications to assist with writing a media release for your business, contact me to arrange a time to meet over Zoom or FaceTime.

Wrap-up from our press release basics


For those who aren’t “playing along” on Instagram, here’s what we have shared in terms of making your media release stand out!

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  • Have a template and keep it consistent
  • Keep your contact details current
  • Have the release in a format that suits the audience (editable word doc via email, PDF for your website)
  • A readable font – so important, please avoid using comic sans!
  • Include your logo
  • Have a strong headline
  • Have a summary of your release in your emails when sending
  • Check your website links in the release all work
  • Have someone proof-read your media release
  • Don’t use industry jargon if you can avoid it
  • Have confidence in your topic area, and ensure your spokesperson is across everything that’s in your media release


There is MUCH more that could be added to this list, to create a stand out media release and I’d love to share these details with you.

CLICK here to book a FREE 10 minute consult either via SKYPE, Facetime, or if you’re on the Coast face-to-face.

I have a number of other services available at competitive prices. I’d encourage you to check them out.



What makes a media release?

Over the coming days on Instagram we’re sharing just some of the components of a media release that will get noticed!

In coming up with this content, it reinforced to me what a multilayered “beast” the media release is.

Beyond the content, which is arguably the most important element, there’s so much more to a media release. JPEG image-4172F6698DF5-1

There’s the fact that you need to tailor it to HOW you’re distributing the release, there’s font consideration and so much more (we have allocated 10 days to it on Instagram!).

Do you need a media release for your business to share the news of a new product line in store?

Perhaps you’ve been selected for a local business award, certainly, THAT’s worth sharing!

Or maybe you’ve just managed to secure a top influencer online or a celebrity to promote your product!

Whatever it is, we can assist with your next media release. CLICK here to view how we can help. 

I look forward to sharing some tips with you and reading your feedback.


PRESS RELEASE: In Pursuit of National Award

Bensville, 15 March 2012: Central Coast-based Public Relations firm, Pursuit Communications, is delighted to announce they have been selected as a Finalist in the Australian Small Business Champion Awards 2012.

The Awards support and recognise small businesses across Australia, offering a unique opportunity to highlight Australia’s most outstanding small businesses.

The Australian Small Business Champion Awards seek to acknowledge the hard work that business owners contribute to the local community in generating employment for millions of Australians, in addition to their contribution to the Australian economy.

In light of this recognition, Pursuit Communications would like to express their gratitude to their wonderful clients, suppliers and associates.

Managing Director Brooke Simmons said, “It is such a wonderful accolade of the work we undertake, in helping other businesses promote their products, services,  growth and achievements”.

“2012 is certainly shaping up to be another strong year for Pursuit Communications and with this nomination, we’re looking forward to continued success” adds Brooke.

Winners will be announced at a gala dinner and awards ceremony at The Westin Sydney on Saturday 21st April.

From a PR’s perspective

There was a great post earlier this week on Ragan’s PR Daily Website which I’d like to share with you.

While written somewhat tongue in cheek (IMHO) the list of “20 things PR clients should know” rings very true to me as a PR professional.

Suggestions such as “Social media is more than Facebook and Twitter” and “No, we’re not writing any more “…pleased to announce…” ledes. ”

“Ditto for “We’re so excited/thrilled/happy” CEO quotes. Pretend you’re explaining the story to a friend over drinks, and then give us that quote.”

Sure it sounds simple enough but that’s the point, it’s often the simple things that get overlooked.

My favourite point is the last one…(go and have a read)… It’s my favourite because I’m certain there are elements of each client we all adore and sometimes we neglect to tell you (as our client) this!

If you are considering engaging a PR company it’s worth having a read.

If you’re a PR professional – share your thoughts about what clients should know.

From a client side, now is your chance to voice your opinion, what do you wish your PR company knew?

The list can be found here.

Happy reading!

Why Milkshakes and PR are the same thing…

On Monday – International Chocolate Milkshake Day in case you missed it – we asked around “What’s your favourite flavour milkshake?”

Chocolate? Caramel? Vanilla? Maybe the not so popular lime?

Most people seemed to choose either chocolate or vanilla.

Whatever your choice is, you can be sure that not everyone likes the same, which brings meaning to the saying “variety is the spice of life”.

When a PR agency is employed to contact media outlets on behalf of their clients, not every media outlet wants a “chocolate shake”.  Some want the milkshake with whipped cream, others without.  Simply put, with extra detail or without.

This is when a PR agency proves its true value.

As PR professionals, we work long and hard to develop relationships with these media outlets to understand what angle they want, how they want their information and how frequently.

So the next time you’re thinking about a milkshake think about what makes that milkshake so delicious.  PR can do the same for your business and make the media want to promote and generate buzz about what flavours you have on offer!

Worthwhile reading for when you’re writing your next press release

I stumbled across this post by Joe Ciarallo on PRNewser this morning.

The most overused press release buzzwords (updated)

At best this blog highlights one of the challenges faced by PR practitioners on a daily basis.

That of being able to craft a document which not only stands out but captures the attention of the journalist and the essence of what is being “sold”.

Here’s my three top tips:

  • I read the most recent press release I’ve sent on behalf of a client before beginning a new one – this way I know what words to include / exclude, style, tone etc
  • I always have a minimum of two others read over any document that is to be sent (with the exception of some emails)
  • I always have a thesaurus handy – both online and on my desk

I’d be interested in your practices as to how to overcome the challenges associated with crafting a press release.

The Coles – MasterChef filo fiasco

Last night on Channel Ten’s ever popular MasterChef a team challenge was issued to the contestants of this hit program.

Contestants were split into two teams and asked to prepare a three course meal for a family – who they were to locate in their “local” Coles supermarket.

Coles is a major sponsor of MasterChef Australia, so it’s logical that airtime would be given to this key advertiser. One of the teams had “sourced” their family (pardon the pun!) and had entered the family house to prepare the meal, when sacré bleu… the filo this team had “purchased” from Coles was past its use-by date! This incident threw a spanner in the works in regards to one of their dishes and ultimately made the two contestants responsible face elimination.

Firstly this incident proves that not all publicity is good publicity.

From a PR perspective this situation poses a two important questions.

1) Why would Channel 10 leave this element in?

Coles is a major sponsor of the program and to paint them as anything other than a reputable supermarket chain surely isn’t doing the relationship between Channel 10 and the supermarket any favors. It comes down to the client relationship.

In this particular instance leaving in the element of out-of-date filo was way of explanation towards why the two contestants faced elimination. However it does nothing for the consumers confidence in Coles.

Consumers must be wondering this morning;

2) If this particular Coles store is still selling food past its use-by date – is my local Coles following suit?

At time of publishing this blog, there was no statement from Coles regarding the incident on their website. Coles should have issued a statement reinforcing the importance of customer health and safety and that all measures were being taken to investigate why this store was selling out of date product.

Issues management can lessen the impact of any issue if managed correctly.

Before your business faces an issue, talk to the Pursuit Communications team, we’ll make sure your business rises to the occasion.

We’ve launched!

Pursuit Communications has officially launched today.  I’ve included the press release we’ve issued below.

Friday, 27 February 2009:

Pursuit Communications, a new PR company based on the Central Coast is now open for business.
Offering a wide variety expertise and experience, Pursuit Communications is the perfect source for companies that require assistance with media outreach, copy writing, event and project management or building an online presence.
With the ability to handle projects large and small and over ten years experience within the media, Managing Director Brooke Simmons said; “I’m elated to have made this next step in launching Pursuit Communications and look forward to working on numerous projects in the future.”
With experience across travel, aviation, technology and lifestyle PR circles in both consumer and business to business arenas, Pursuit Communications has something to offer every company.
Ms Simmons said “Now is the ideal time for those companies who are contemplating some media activity.  Pursuit Communications will offer a project by project service, without the cost of heavy overheads.”
Pursuit Communications looks forward to the challenges ahead and looks forward to working with companies of all sizes, no matter what their inquiry or need.

For more information about Pursuit Communications contact:
Brooke Simmons – Managing Director, Pursuit Communications
M: 61 0 407 780 710

All very exciting. Looking forward to many adventures ahead.