News Centre
Professional Media
Release Preparation
An easy, step by step guide for everyone in the Diocese

The Main point:

Media releases are an excellent way of telling your story to external audiences.

They are essential tools, often overlooked. Instead of being at the front of a list of publicity priorities, they are often at the end of the queue.

And yet, well written media releases often find their way into local, regional, specialist and, even, national media.

Please ensure the media knows what is happening, in good time. This represents a professional, proactive approach.

This is a simple guide for those wanting to submit a basic draft from which the final media release can be written by media33, your specialist media advisers.

Proactive:

This guide refers to proactive media releases – news with time and space to plan in advance. (Damage limitation releases are not covered here. Please contact media33 directly in this eventuality.)

Once you have written your draft (it should take no more than 10 minutes if you know the essence of the story) please email it to: derby@media33.co.uk

• Step One

Imagine you are reading your own story in your local newspaper. What would it look like? News is simple, economical and informative. It is not advertising.

You cannot sell a product in a media release but you can tell a simple story about it which contains at least some ingredients of what makes news.

Avoid selling, colourful, adjectives. Stick to the facts.

• Step Two

Create a blank screen in front of you and think “news”.

Write down the absolute essentials concerning the story. Make sure you cover all the headings in Step Three.

• Step Three

The actual content!

a) The following INGREDIENTS have to be covered in order for a journalist to have all of the information needed to write the story:

• WHAT is story?
• WHERE is it taking place?
• WHEN is it happening (day, month and time)?
• WHO is the organiser (individual or organisation)?
• WHY is it happening?

b) A QUOTE is necessary–all good media releases require a simple quotation: just a couple of sentences will do!

Please ensure you also provide the full title, name and position held of the person quoted.

c) EXPLANATION – as well as the above, the journalist will probably need a bit more information. So please write two or three more sentences, just to make sure the final text contains everything it needs.

d) ABBREVIATIONS need to be spelt out: please do not presume that they are known!

e) HOUSE STYLE CONSISTENCY – please stick to any in house style you are aware of.

f) CONTACT – a contact person is necessary for every media release issued: WHO is to be contacted; WHAT is their position/title in the story; TELEPHONE and EMAIL details which will secure a quick response are also necessary.

g) IMAGES are rarely sent with media releases as news rooms do not like unsolicited attachments and indeed often automatically spam them. Please let us know if images are available and we will note that for the editor.

h) Please also state your preferred DATE for the media release to be issued.

• Step Four

Ready to contact us?

Please check that you have provided all of the information required. Please forward your draft to us.

A contact email is obviously necessary between us and you.

• Step Five

You will receive a first copy of the media release to make sure that all is well and that details are correct. Once it has been issued, make sure you assist the media if they call for more information. Once again, should any difficulty arise, we are here to help.

We look forward to promoting events in your parish or department.

Issued by
Rob Marshall
Diocese of Derby
Media Adviser
derby@media33.co.uk