Media Releases and Backgrounders

Media Releases and Backgrounders

Importance of Earned Media

  • Earned media coverage is valuable for:
    • Increasing brand awareness.
    • Building reputation.
  • Media outlets influence public opinion.

Media Release: A Key Tool

  • Also known as press release or news release.
  • Johnston's definition: a bridge between the organization, the media, and the public.
  • Skills gained from writing media releases:
    • Summarizing complex content.
    • Honing in on a topic.
    • Writing clearly and concisely.
    • Making every word count.
  • Understanding media operations and news values is crucial.

Essential Elements of a Media Release (Bivens)

  • Angle: News that grabs media attention.
  • Story: Content the audience wants to know.
  • Publicity: Promotion for the issuing organization.

Types of Media Releases

Announcement News

  • Calls attention to new events or developments.
    • Examples: new product, facility opening, appointment.

Created News

  • Identifying and framing newsworthy opportunities within the organization.
  • Highlights something the organization has done or plans to do that is newsworthy.

Response News

  • Addressing events affecting the organization.
  • Providing the organization's perspective on events in the wider environment.

Generating News Within an Organization

  • Key skill for PR professionals.
  • Smith: ability to develop and orchestrate newsworthy activities is valuable.
  • Involves identifying stories that will be newsworthy for external media outlets and that credibly tell the organization's story.
  • Does not mean fabricating news.

Examples of News Generators

  • Awards or contests.
  • Speeches by the CEO containing interesting information.
  • Staff changes or recruitment.
  • Addressing local community needs.
  • Reports with interesting research findings.
  • Campaigns, initiatives, programs.
  • Celebrity involvement.
  • Public issues.

Media Release Format

  • Length: Generally one page (occasionally two).
  • Clear identification as a media release.
  • Clear identification of the issuing organization (e.g., logo).
  • Contact information:
    • For the public.
    • Crucially, for the media (PR person, CEO, spokesperson, or PR agency).
  • Headline: Briefly encapsulates the story.
  • Embargo: Indicates when the story can be published (e.g., "Embargoed until 4 AM Sunday, February 13").
  • Website and social media handles.
  • Availability of images.
  • Font: Simple fonts like Times New Roman or Arial.
  • Avoid fancy fonts, colors, and bolded text.

Writing Style: Inverted Pyramid

  • Most important information goes at the beginning.
  • Get to the point immediately.
  • Avoid building up to the news gradually.
  • Summarize the story in the first sentence.
  • Supporting information follows (background, quotes, etc.).

Key Elements of Writing Style

  • Include a credible spokesperson with direct quotes.
  • Short paragraphs (one to two sentences).
  • Simple language (understandable to a 12-year-old).
  • Keep it to about one page.

Quoting Style

  • Introduce the spokesperson by paraphrasing them.
  • Follow with two or three direct quotes.
  • Example:
    • "At present, graduating students are lumbered with a tax debt in the thousands," Miss Brown said.
    • Use end quote marks appropriately, especially for running quotes.
  • Limit to a maximum of two spokespeople.

Media Release Uptake

  • Studies show that a significant portion of media content is linked to PR-generated copy.
  • Johnston and Rowney: Approximately 40-80%.
  • Earlier study (2002-2010): Nearly 60% of Australian print media articles driven by PR content.
  • Achieving coverage requires relevance and newsworthiness.

Examples of Editorial Coverage

  • Media coverage resulting from a Cancer Council of Victoria media release.
  • Stories appearing in regional papers and on TV stations.

Media Release Distribution

  • Email directly to a journalist (if known).
  • Email to the gatekeeper (editor, news director, producer).
  • Post on the organization's website.
  • Use a paid distribution service (e.g., iCentia) for wide distribution.

Timing Considerations

  • Daily capital newspapers: Send in the morning for consideration at editorial meetings.
  • TV news broadcasts: Decisions made in the morning.
  • Magazines: Work months in advance.

Final Advice on Media Release Writing

  • Keep it simple.
  • Short paragraphs.
  • News in the first paragraph.
  • Include a spokesperson.
  • Good spelling and grammar.
  • Avoid jargon.

Media Backgrounders

  • Supports the media release with extra information.
  • Includes additional research and background information on the organization.
  • Often stored on the company website or online newsroom.

Content of a Media Backgrounder

  • Background information on the organization (funding, location, role).
  • CEO information, establishment date, key achievements.
  • In-depth information based on research with lots of facts and figures.
  • Case studies or real people stories.

Style and Audience

  • Audience: primarily the media.
  • Concise, factual writing.
  • Narrative style.
  • Professional look (consistent with the media release).
  • Graphics, visuals, fact boxes, and dot points can be included (unlike in the media release).