Is there still a need for the Media Release?

In the age of digital media where news and content can be gathered from so many different sources, it can be easy to assume that distributing news stories via a media release no longer serves a purpose.

Digital has changed the way we live, work, communicate and make decisions. Over half the world’s population are online, highly connected and now fully in control of where and who they get their information from. 

The media release has been the staple tool of communication for over 100 years. Did you know the first ‘press’ release is credited to Ivy Lee in 1906. Ivy’s agency was working with the Pennsylvania Railroad at the time of an accident and rather than waiting to see how journalists would cover the story, he wrote up a release and distributed it to journalists. The release told the story from the perspective of the railroad company. The press release, or media release as it is now called, was born! Edward Bernays, often referred to as the “the father of public relations,” took Ivy’s concept, refined it, and made it commonplace in public relations.

This decades-old tactic served a distinct purpose – to share facts with the public. But it was in a different time, an era of limited access to news with only newspapers and radio to turn to.  Consumers of news were not constantly distracted and accustomed to snacking on news like today. It was a slower era, when journalists received news in a trickle rather than a torrent.

Today, some may ask which journalist has time to read a page-long media release and then write a story?  Even before the internet, newsrooms received hundreds of media releases in the post or by fax (if anyone remembers what they are).  It has been said that the wastepaper bin used to sit by the fax machine ready to accept the incoming releases!

But is the media release really no longer fit for purpose?  Or is it simply that it needs to evolve?  Technology has evolved, digital has transformed and a media release, properly crafted and appropriately distributed can still successfully support a company’s news and views in a credible and targeted way that reaches key audiences with messages that matter to them.

What makes a great media release?

Best practice is to know how and when to use a release and what additional information is expected to be included. 

Identify the story, is it newsworthy and timely – the story should make the viewer, listener or reader stop in their tracks, look up from their breakfast, and want to tell the story to someone else. It needs to be new!

Ask ‘so what?’ – if it doesn’t pass this test is it worth spending time composing that release?

Know the audience – one size does not fit all, broadcast, print, online media are not the same. The story needs to be tailored to the type of media you are approaching.  The story will need to be tweaked for different outlets and publications. Always use a compelling headline.

Put in a call – if you can, it is worth touching base with the journalist to tell them about the media release before you send it so they know it is coming.

Content – remember the ‘who, what, where, when, how?’ The questions that journalists live by.

Be concise and factual – keep it factual and written in plain English.

Now how to make it a good media release.

Forget text-only content today, the media release can be an engaging multimedia experience.  Make a journalist’s job easy and increase your chances of coverage by including video footage and compelling high-resolution images.  The more content you include, the richer the story told, the greater the chance of coverage.

So, what’s the good news? There is still a place for the media release, but it must be well-written, targeted to the right media outlet, sent with a ‘news’ story and have a strong headline. The bad news? Media releases may not be the right format for all journalists and reporters and sometimes you may not get the article or story reported on as you envisioned.

Successful publicity depends on sustained effort, and media releases are a key part of the PR strategy, and hand in hand with other communication tools, maximum benefits can still be achieved.

“The media release has been the staple tool of communication for over 100 years. Did you know the first ‘press’ release is credited to Ivy Lee in 1906”

“There is still a place for the media release, but it must be well-written, targeted to the
right media outlet, sent with a ‘news’ story and have a strong headline. ”