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Making it easy to write

effective media releases

October 2019| Connections

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How often do you read an entire webpage from start

to finish?

Fun fact: users will read about 20% of the text on a standard

webpage

Fun fact: users often leave webpages in 10–20 seconds, but pages with a clear value

proposition can hold people's attention for much longer.

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We want to create news!

Think about your target publication. What makes items newsworthy?

News is something new, up-to-the-minute and of interest to the readers.

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Front loading is key to success..

Front loading is putting the most important information for the reader first.

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Front loading is key to success..

The 1st paragraph is the most important.

The 1st sentence in the paragraph is the most important.

The 1st words in the sentence are the most important.

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Discussion: How would you improve this page?

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For Sale: Perfect for the Kitchen!

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The 1st paragraph should be the hook for the journalist

• who• what • when• where• why• and how

…begin with what will mostInteresting to this story

and use the active tense

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Keep it short!

Short sentences

Short paragraphs

Short article

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Plain English - “don’t hurt my brain”

Change This To ThisUtilise UseOptimum BestPerform ?Initiate ?Terminate ?Numerous ?Ascertain ?Substantial ?

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Remember a good quote…

Attribute a quote to one member and think how to make the

statement newsworthy.

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A photo is key

Action photos - cropped photos to hone in on

the action

Plain background

If a small group- <8 provide names

(always mention that you have got permission from everyone in the photo to publish their photo.)

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Lastly…the headline

Catchy, interesting, attention grabbing – but doesn’t need to be super clever

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Media Release Template DATE

HEADLINE - Ensure it’s bolded.

LEAD -Make it is punchy and has the story hook. Check to include: who, what, when, where,

why and how.

BODY - 3-4 paragraphs including 1-2 quotes.

PHOTO

END -The last paragraph may get cut. Include background information about Inner Wheel.

-ends-

CONTACTFor further media information contact: Contact name

Email

Phone number

BOILER PLATE (About Inner Wheel) one paragraph summary of background information about yourself and Inner Wheel. This

information will give the journalist an overview and isn’t necessarily needed in the body of the

media release.

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