how to write and pitch a media release. make sure you know which media to approach and when!...
TRANSCRIPT
How to write and pitch a media release
Make sure you know which media to approach and when!
Published: daily
Content deadline: mid-morning, preferably 2 days prior if not time sensitive.
E: [email protected] Attn: Chief Reporter
Published: Wednesday
Content deadline: Friday morning prior. E:[email protected]
The Daily Post Weekender Published: SaturdayContent deadline: TuesdayE: [email protected] Attn: Sheree
Thermal Air Published: FridayContent deadline: Friday prior E: [email protected]
Local:
Tourism News
Published: Thursday
Content deadline: 9am Wednesdays
TNZ News
TNZ loves any product news to put in the PR Insider newsletter goes out to PR teams in market and is used to fuel pitches and their market updates.
E: [email protected] Attn: Shona Cobham
DRM – Always CC in [email protected] on your media release mail list for In Essence & Industry News
C & I News
Published: 6 times a year
Published: quarterly
Published: bi-monthly and online
Published: monthly
National News
Major Metropolitan Newspapers publishing Monday to Saturday (approach mid-morning)
•NZ Herald – Auckland •The Dominion – Wellington•The Christchurch Press – Christchurch•Otago Daily Times – Dunedin
National Weekly Newspapers(best to approach Weds to Fri)
•National Business Review – published Friday•Sunday Star Times – published Sunday•Herald on Sunday - published Sunday
TV NewsApproach in the morning
Breakfast News: 6am – 9am One News: midday, 6pm, 10:30pm E: [email protected]
Firstline: 6:00am – 8:30am3 News: midday, 6pm, 10:30pmE: [email protected]
Prime News: 5:30pm E: [email protected]
Radio NewsHourly bulletins - approach between 5:30am and midday
Online NewsConstantly updated, preferably approach in the morning
Media Release websites
Have your finger on the beat!Know what news in your sector is occurring and take note of the types of stories they
publish and the writing style.
Subscribe to:
Inside Tourism
Sign up to TNZ’s email newsletter
TIA news or RSS feeds
How to write a media release: INTRO: Most important information:
Who?What?When?Where?Why?
BODY – elaborates on the intro*Additional information revealed
in order of importance – the editor cuts from the bottom
* Quotes
END – Least importantDetails for most
interested.
INTRO: Most important information:Who?What?When?Where?Why?
BODY – elaborates on the intro*Additional information revealed
in order of importance – the editor cuts from the bottom
* Quotes
END – Least importantDetails for most
interested.
INTRO: Most important information:Who?What?When?Where?Why?
INTRO: Most important information:Who?What?When?Where?Why?
BODY – elaborates on the intro*Additional information revealed
in order of importance – the editor cuts from the bottom
* Quotes
BODY – elaborates on the intro*Additional information revealed
in order of importance – the editor cuts from the bottom
* Quotes
END – Least importantDetails for most
interested.
END – Least importantDetails for most
interested.
Always add a 3MB photo!
Media Release ideas
• New products• New company• New appointment• New ownership/mergers• New developments • Significant milestones• Awards• Sponsorship announcement• Significant donations to charities or not-for-profit groups• Environmental initiatives• Introduction of new technology• Employee achievements• Events
DETAIL: Media ReleaseDATE: Monday March 26, 2012
HEADLINE: Rotorua leaves the Society of American Travel Writers spellbound
Intro: Rotorua left the Society of American Travel Writers spellbound after they experienced the city's world famous adventure and geothermal attractions last week.Body: Around 450 Travel Writers and PR professionals were in New Zealand for the Society of American Travel Writers (SATW) annual convention which was held in Wellington. They were given the opportunity to choose pre and post convention tours in 27 different regions with 60 tours on offer. Fifteen North American Travel Writers embarked on the pre convention Rotorua Adventure Tour excited about the opportunity to experience world first adventure activities such as the Shweeb at Agroventures and the world famous Zorb.Other adventure activities they engaged in included luging down Mt Ngongotaha at Skyline Rotorua, high speeds and 360º spins on Lake Rotorua with Kawarau Jet, mountain biking with Multi Day Adventures, Off Road NZ kart racing, white water rafting with River Rats and then finally relaxing with a hot soak at Polynesian Spa.SATW board member Bob Sehlinger said he really enjoyed the Adventure tour which was organised like clockwork by Destination Rotorua Marketing and Tourism New Zealand."In the 20 years of being a member of SATW, this has been the best pre/post convention tour I have ever been on," he said. Destination Rotorua Marketing acting general manager Tania Bui says the exposure and coverage of Rotorua through hosting the famils for the SATW delegates is invaluable. "The feedback that we have received has been exceptionally positive, some of which we know has already been posted on global travel blogs, social media and travel websites," she says.END: Almost 65,000 visitors arrived in Rotorua from the United States in the year to end of December 2011 which was an estimated 34% of all United States visitor arrivals to New Zealand. For more information visit: satwnewzealand.com
ENDS
Media Contact: Jenha White Destination Rotorua Marketing Ph: 07 351 7107 or 027 705 7005 Email: [email protected]
Writing style Notes• Titles are lower caps e.g. Destination Rotorua Marketing general manager Oscar
Nathan
• Spell out abbreviations or acronyms on first reference – e.g. The Society of American Travel Writers (SATW). From then on you can just use the abbreviation.
• Use a person’s full name and title the first time they are mentioned e.g. Destination Rotorua Marketing general manager Oscar Nathan said… After the first mention, only use their last name e.g. Nathan or you can choose the style option of adding a title: Mr Ms, Mrs etc. E.g. Mr Nathan.
• Generally, spell out the numbers zero through nine and use numerals for 10 and higher. Years, ages, times and dollar amounts are exceptions. Note, however, that numbers used at the beginning of a sentence are spelled out.
Get Creative
Follow your own media results
Effective In Essence submissions
• Inverted Pyramid style• With contact details• You can be more creative as
it is for a magazine• Submit a high res photo –
3MB +!!!