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A few simple rules for communicating with the media

A media release is a way of telling a journalist or editor of a newspaper, magazine, radio programme or website about your organisation or project. Today it is common to send media releases by email. If the journalist or editor is interested in your story, he or she might use the media release exactly as it is (with some editing), or he or she might contact you for more information.

List of DOs

  • DO make sure that your media release is interesting, newsworthy and relevant to the magazine, newspaper, website or radio station. Editors, journalists and broadcasters are interested in something new and interesting, something that their readers will enjoy.
  • DO look at a copy of the magazine or newspaper before you send out a media release. You need to be sure that it is the kind of magazine or newspaper that will be interested in your story.
  • DO make sure that you are sending your media release to the right person. For radio, telephone the station and ask for the name and contact details of the producer of the radio programme you think will be interested in your organisation. For a magazine or newspaper, ask for the name and contact details of the health or community development editor or journalist.
  • DO write a clear, specific headline for your media release, and make this the subject line in your email. Don’t write something like “media release” or “important news” in the subject line, as your email will probably be deleted.
  • DO send your media release in the actual email and not as an attachment. Computer viruses are sent by attachments, and many editors will not open attachments for this reason.
  • DO telephone the contact person a day after you have sent your media release. Identify yourself clearly by stating your name and the name of your organisation. Ask whether the person received your media release and if more information is required. Offer to send photographs and telephone numbers of interesting people to interview. If you have to leave a message include all of the above details. Don’t keep phoning, as this is annoying for a busy editor or producer.
  • DO try to be available in case you are phoned for more information.

When writing the media release remember to:

  • Type ‘Media Release’ at the top of the page with the date below
  • Type the heading in capital letters – and make it clear and interesting
  • Keep it short (300-400 words, or one page)
  • Use double spacing between the lines
  • Write all the most important points about your story in the first paragraph. The ‘five Ws and H formula’ will help you remember the most important facts. This means that you need to answer the following questions: Who, What, When, Why, Where, and How (see sample media release below)
  • Check your spelling and grammar carefully before you send it
  • Include some interesting facts and figures about your organisation and activities.
  • Don’t use fancy words, too many adjectives or too much emotion. Journalists and editors want to read the facts
  • Include some quotations from people working in your organisation and from people who have benefited. Make sure the people’s names are spelt correctly, and that you include their title and job description
  • At the end of your media release, include your name, telephone numbers and email address.
  • Always write ‘ENDS’ at the end of your media release, so the journalist or editor will know that they have not missed any of your story.


Sample media release- the words in brackets explain the ‘five Ws and H’ rule for making sure all the important points are covered. They must not remain in the text.

 

Media Release

11 May 2005-05-10

NEW HOME-BASED CARE ORGANISATION LAUNCHES IN LANGA

A new home-based care organisation (WHAT) launched in Langa, Cape Town (WHERE) today (WHEN). Funded by the HSW Foundation in Canada (HOW), the organisation, HSW Home-Based Care (WHO), will serve the needs of 100 families affected or infected by HIV and AIDS in the NY3 section of Langa.

“We have opened the organisation in this section of Langa because research over the past year shows that more than 80% of people living with AIDS in this area have no access to care. HSW Home-Based Care will put an end to this problem. We have funding for two years, and also have an evaluation programme in place to chart our progress and our effectiveness,” says Ms Gugu Mimi, programme director for HSW Home-based Care (WHY).

HSW Home-based Care has 35 caregivers (20 women and 15 men, aged between 30 and 45), who have been trained by the Department of Health. Each caregiver receives a monthly stipend of R 1 000.

Mr Mongezi Brown is one of these newly employed home-based carers. HIV-positive himself, he is looking forward to making a difference in his community. “A year ago I was expecting to die from AIDS. Now that I am receiving treatment and am well again, I am planning to live not only for myself but for others as well, and help my community through this project.”

ENDS