lions media release
newsworthy
write your release
target
follow-up
overview
what’s your topic?
a one page document with one purpose
… to attract journalists’ attention
… rarely published in full
... it is not an ad nor a policy document
… it’s about news
a media release is ...
occasions for a media release
events
record
people
trends
conflict +
celebrity
human interest
novelty
local
bizarre
topical
what attracts media
what makes a Lions story work?
why are you newsworthy?
media release mechanics
length one page (250 – 300 words)
layout headed paper + ‘media release’
headline catchy (7- 9 words)
font one font
(larger size for headline)
spacing single space
paragraphs one central idea a para
3-4 sentences only
contacts at the end + url
release format
use present tense
active language & plain english
sentences less than 20- 25 words
no Lions jargon
common punctuation
writing style
be readable
structure of a media release
headline
to grab attention
short, punchy, clever, bold
9 words or less
when to write
the power of the headline
2/7/201515
first parahow, why, when , where , how
headline
2/7/201516
quotes to ‘add life’
first parahow, why, when , where , how
headline
2/7/201517
additional informationbackground, statistics, event and club information
first parahow, why, when , where , how
quotes to ‘add life’
first parahow, why, when , where , how
quotes to ‘add life’
additional informationbackground, statistics, event and club
information
boilerplate and contact details
name + title
mobile + email + url
facebook + twitter
headline
lead paragraph
quote(s)
more information
contact details
write your club media release
target the right media
who’s the audience?
what media do they use
beat journalists
what’s the deadline
distribution
business services
timing
follow-up
