PR
Media Release Template With Examples
Copy this media release template, see the standard media release format explained, and use two worked examples for a business announcement and an event.
How to write a press release: start with a real news angle, then write a short, factual headline, a first paragraph that answers who, what, when, where and why, one or two quotes from a named spokesperson, the supporting detail in order of importance, and contact details for the media. Keep it to one page if you can. In Australia most newsrooms call it a media release, and the format is the same.
What is a press release?
A press release is a short news story written by a business or organisation and sent to journalists, so they can report it. It's written in the style of a news article, in the third person, with the most important facts first.
You'll also hear it called a media release or a news release. All three mean the same thing. "Media release" is the most common term in Australia because it covers radio, TV and online as well as print.
What is the format for press releases?
The standard format for press releases has these parts, in this order:
- "Media release" and the date (or an embargo line) at the top
- Headline: short, factual, and specific about the news
- Subheading (optional): one line adding a key detail
- Lead paragraph: the who, what, when, where and why in two or three sentences
- Body: supporting facts, background and numbers, most important first
- Quote: one or two quotes from a named person, with their title
- "Ends" to mark the end of the release
- Media contact: a name, phone number and email that will be answered
- Notes to editors (optional): short background on the organisation, and what photos or interviews are available
Our media release template shows this format with worked examples.
How do you write a press release, step by step?
1. Find the news angle
Ask why a journalist's audience would care today. New jobs, an opening, an award, a local first, a milestone or a response to a current issue are news. A sale or a new product line on its own usually isn't, unless there's a local story behind it.
2. Write the headline last
Write the release first, then sum it up in a headline of about ten words that a journalist could almost use as-is.
3. Put everything important in the first paragraph
Journalists often decide in the first few lines. If they only read the lead, they should still know the whole story.
4. Add a real quote
A quote should add opinion, feeling or meaning, not repeat the facts. "We're thrilled" is weak; why it matters to the town is strong.
5. Keep it tight and factual
Aim for 300 to 500 words. Cut adjectives and marketing language. Check every name, date and number.
6. Offer photos and interviews
Say what's available: a good photo, a spokesperson for interviews, a visit to the site. Many stories run because the pictures were ready.
How do you write a press release for an event?
For an event, the lead should cover what's happening, when, where and why people should care. Send it early: a week or two ahead for most events, and longer for magazines. Include the run sheet times, who will be there and photo opportunities, and invite media to attend. Send a short reminder the day before.
How do you write a press release for a new business?
A new business launch is news locally when there's a story: jobs created, a gap filled, a local owner, or a building brought back to life. Lead with that story rather than the business's services, and include a quote from the owner about why they started.
What does "embargo" mean on a press release?
An embargo asks journalists not to publish before a set date and time. Write it at the top in bold, such as "EMBARGOED until 6am AEDT, Tuesday 10 March". Use embargoes only when there's a real reason, such as a report release or an official announcement, and only send embargoed releases to journalists you trust.
What we see when regional businesses send media releases
The most common problem we see is a release that reads like an advertisement: the business name in every sentence, no news angle, and no named person to quote. The second is timing, such as an event release sent the day before. Regional newsrooms are small and busy, so a clear, ready-to-use release with good photos gives a story a much better chance.
Our PR team includes people with decades of experience in public relations and journalism. Our press release writing service starts from $1,000 + GST and covers the consultation, a Q&A session, research, writing and distribution to journalists, media contacts and publications across Australia. We can't promise coverage, because editors decide what runs, but we can give your story its best shot. Our public relations page explains the rest of our PR work.
Frequently asked questions
What is a media release?
A media release is the Australian term for a press release: a short news story sent to journalists so they can report it. It follows the same format and works for print, radio, TV and online media.
What is a news release?
A news release is another name for a press or media release. Some organisations use it for announcements published on their own website as well as sent to media.
How long should it take to write a press release?
A simple release can be drafted in an hour or two once you have the facts and quotes. Allow time for approvals, which often take longer than the writing.
How do I write an email introducing a press release?
Keep it short: a clear subject line with the news, two or three sentences on why it matters to that journalist's audience, then paste the release into the email body. Our guide on how to pitch to journalists has more detail.
Should I attach the press release or paste it in the email?
Paste it into the email body. Many journalists won't open attachments from people they don't know. Link to photos rather than attaching large files.
Have news to share? Contact Rock Solid Marketing and our PR team will help you write and send your release.
