Some useful tips on e-media releases

Distributing media releases via the Internet offers certain advantages over the traditional method of sending them by post or fax.  It is cheaper, more convenient and provides a degree of interactivity that is not possible with traditional releases.

Although the subject matter of media releases should stay the same whether they are distributed in print or electronic format, there are some differences in terms of how you write and layout a release for the Internet.

Here are some handy tips to follow when writing and sending releases in email format.

• Limit the length of your email release to around 200 words.  This will prevent readers having to scroll too far down the page to read text
• Include the most important information at the top of the release.  This should be a short paragraph that summarises the content of the release
• Keep company descriptions brief: journalists are busy and don’t have time to read lengthy descriptions
• Include links.  This enables the journalist to access more in-depth information throughout the release if they want to
• Avoid formality.  It’s not necessary to insert the words ‘MEDIA RELEASE’ and ‘ENDS’ at the top and bottom respectively.  Email is a less formal medium and so acknowledge this when writing and sending your releases

There are, however, some guidelines that remain the same, regardless of whether the release is send by snail mail or email.  Here’s a summary:-

• Keep headlines short
• Make sure you’ve covered all the ‘W’ questions: Who? What? When? Where? Why?
• Include quotes
• If possible, include third party opinion as it adds value to your release and will lend more authority to what you have to say
• Don’t expect instant results.  You may not get the media coverage you are hoping for but what you have done is get your name in circulation so that next time you send out a media release, journalists will know who you are
• Check before you hit the ’send’ button, making sure you have proofread content and corrected any mistakes

Distributing the media release is straight forward.  When sending the release to a number of journalists, make sure you enter their address details in the Bcc field so that you avoid each journalist knowing the other journalists the release has been sent to.  You could use an online news wire service but would have to pay for this.

If you have any questions on e-media releases, send us an email. 

Why don’t you sign up Purple Chameleon News for the latest news and hints and tips on improving your marketing communications?  You can also find us on the Purple Chameleon Facebook page, or follow us on Twitter.