PR
How to Write a Crisis Communication Plan (With Example)
What a crisis communication plan is, what it should include, a sample outline you can adapt, and how it fits within your wider crisis management plan.
A media release template gives you the standard layout journalists expect: "Media release" and the date at the top, a short factual headline, a lead paragraph covering who, what, when, where and why, supporting detail, a quote from a named person, "Ends", and a media contact. Copy the template below into your own document, replace each section, and keep the finished release to one page.
What does a media release template look like?
Copy this press release template and replace the text in square brackets:
MEDIA RELEASE
[Date] (or: EMBARGOED until [time, time zone, date])
[Headline: about 10 words, factual, with the news]
[Optional subheading: one extra key detail]
[Town], [Date]: [Lead paragraph. Who is doing what, when, where
and why it matters, in two or three sentences.]
[Second paragraph: the most important supporting detail, such as
numbers, timing or who benefits.]
"[Quote that adds opinion or meaning, not just facts]," said
[Full name], [Title] of [Organisation].
[Further detail and background, most important first.]
[Optional second quote from a partner, customer or community
member, with their permission.]
ENDS
Media contact:
[Name], [Title]
[Phone] | [Email]
Notes to editors:
[One or two sentences about the organisation. Photos, interviews
or site visits available.]What is the standard media release format?
The media release format follows news style, so a journalist can use it with few changes:
- Inverted pyramid: the most important facts first, background last
- Third person: "the business announced", not "we're excited to announce"
- Short paragraphs: one idea each, two or three sentences
- Plain language: no jargon, slogans or exclamation marks
- Length: one page, about 300 to 500 words
Our guide on how to write a press release explains each part in more depth.
What does a media release example for a business look like?
This press release example is for a made-up business, to show the template in use:
MEDIA RELEASE
3 February
Mildura bakery to create 12 jobs with second store
Example Bakery will open a second store in Mildura's CBD in
April, creating 12 local jobs and extending trading hours to
seven days.
The new store on [street] will include a cafe with 30 seats
and a training kitchen for local apprentices.
"We started with two ovens and a market stall. Opening a
second store means we can train more young bakers here
instead of losing them to the city," said [Owner name],
owner of Example Bakery.
Recruitment opens on 10 February, with roles for bakers,
baristas and front-of-house staff.
ENDS
Media contact: [Name], [Phone], [Email]
Photos of the new store fit-out are available.What does a media release for an event look like?
This media release sample is for a made-up community event:
MEDIA RELEASE
14 March
Free family day to raise funds for regional hospital ward
A free family day at [park], Mildura, on Saturday 5 April
will raise money for new equipment at the hospital's
children's ward.
The event runs from 10am to 3pm and includes local food
stalls, live music and a charity raffle, with all raffle
proceeds going to the ward.
"[Quote from the organiser about why the event matters]," said
[Name], [Title] of [Organisation].
Media are invited to attend. The main photo opportunity is the
raffle draw at 2pm.
ENDS
Media contact: [Name], [Phone], [Email]How do you make a press release template your own?
To create a press release template for your organisation, save a copy of the layout above with your fixed details already filled in: your logo, the "Notes to editors" paragraph and the media contact. Then each new release only needs the headline, lead, body and quotes. Keep a list of approved spokespeople and their titles so every quote is correctly attributed.
What we see when regional businesses use templates
Templates help, but the most common problem we see isn't layout: it's the story. A perfectly formatted release about a business's new website rarely gets used. The same template filled with new jobs, a local first or a community benefit has a real chance. We also see releases sent as attachments with no text in the email, which many journalists won't open.
Our press release writing service (from $1,000 + GST) includes research, writing and distribution to journalists, media contacts and publications across Australia, and our media release distribution service gets finished releases to the right newsrooms. Editors decide what runs, so no one can promise coverage.
Frequently asked questions
How do you format a press release template?
Put "Media release" and the date at the top, then the headline, lead paragraph, body, quotes, "Ends", media contact and notes to editors. Use a plain font, single column and short paragraphs.
Is a news release template different from a media release template?
No. News release, press release and media release templates all use the same format. Australian newsrooms mostly say "media release".
Should a media release include photos?
Mention that photos are available and include a link to download them. Avoid attaching large image files to the email.
How long should a media release be?
One page, about 300 to 500 words. If a journalist wants more, they'll ask.
How do I send my media release?
Paste it into the body of a short, personal email to the right journalist. Our guide on how to pitch to journalists covers how to write that email.
Want help turning your news into a release? Contact Rock Solid Marketing to talk to our PR team.
