You’ve got something exciting to share, a launch, a milestone, a moment that matters. So you sit down to write a media release, hoping it will catch the eye of a busy editor or journalist.
Every day, hundreds of media releases hit inboxes across the country. Most get scanned for a few seconds, and many don’t get a second look.
So how do you make sure yours actually gets read? Let’s break it down so your next release stands out for all the right reasons.
What Journalists Really Want
When I work with business owners on PR, the biggest “aha!” moment comes when they realise a media release isn’t about promoting your business. It’s also about telling a story that matters to their audience.
Journalists and editors are scanning for newsworthiness: something fresh, timely, and relevant. If your story ticks those boxes and is easy to digest, you’ve already jumped ahead of most.
So, what makes your story newsworthy?
1. Make it New
Newsrooms are on the lookout for new developments that solve a problem, tap into a trend, or help people live or work better.
It doesn’t have to be world-changing. Maybe you’re launching a new service, creating opportunities in your community, or pioneering something in your industry. If it’s fresh and relevant, it’s worth pitching.
Ask yourself: What’s the “new” angle here, and why would someone outside my business care?
2. Keep It Timely
Timing matters in PR. Whether it’s a response to breaking news, an awareness week, or something seasonal, relevance in the moment gets attention.
For example, a safety checklist for teens heading to Schoolies Week will land better in November than in March. If you can tie your story to what people are already talking about, you’ve got a stronger chance of coverage.
Hot tip: React quickly when something big happens in your industry. Same day, if you can.
3. Don’t Forget the Human Angle
People love people, and the media knows this. That’s why human interest stories are a constant in newsrooms.
Have a great backstory about how your business began? An inspiring client win? A staff member doing something extraordinary? That’s news.
Local stories in particular are gold for regional media. A hometown success story or someone making an impact in their field can often get a run, especially if it connects to a bigger trend.
4. Start Strong and Keep It Clear
Editors are busy. Your headline and first paragraph need to make them want to keep reading.
Open with the who, what, when, where and why in plain English. Skip the jargon and don’t bury the lead. A clear, concise story always wins.
Remember, if your release is printed as-is (and some are), it will be trimmed from the bottom up. So put the gold up top.
5. Write a Headline That Tells the Story
Your headline is not the place to be mysterious or clever. It should tell the editor exactly why your story matters.
Instead of: “Exciting business update from XYZ!”
Try: “New online tool helps Aussie tradies cut admin time in half”
That tells me what’s happening, who it’s for, and why it matters, all in one line.
6. Match the Outlet to the Angle
Every media outlet has its own audience, and your pitch should reflect that.
- Local radio or newspaper? Focus on community impact or local stories.
- Industry publication? Share insights, trends or innovations.
- Mainstream media? Tie your story to something bigger that’s affecting more people.
Pitching the right angle to the right place is half the battle.
7. Show What’s In It for Them
The media isn’t just looking for a story, they’re also thinking about visuals, interviews and access.
Make their job easier by including:
- Who’s available to speak (with a quick bio)
- What visuals can they access (photos, footage, events)
- Any supporting facts or stats
It’s not advertising. It’s storytelling. If it reads like a promo, it’ll go straight to the “no” pile.
8. Make It Easy to Say Yes
At the bottom of your release, always include a contact name, phone number and email address. If the journalist has a question or wants to follow up, you want to be easy to reach.
If you’ve got background info, you can attach it, but keep your main release tight and tidy.
Recap: What Makes a Media Release Get Read?
- A strong news angle
- Clear, relevant headline
- First paragraph that gives them the key facts
- A story that suits the outlet’s audience
- A real person to interview
- Easy-to-find contact details
You don’t need to overthink it. Tell your story like it matters… because it does.
Want Help Getting Your Media Release Right?
Whether you’re sending your first release or refining your PR process, these tools are here to help:
How to Write a Media Release Course
Inside The Ideas, Impact & Marketing Circle, you’ll find this step-by-step course that walks you through exactly how to write media releases that get read, plus other workshops, templates and tools to make your marketing easier.
Packed with real-world examples, prompts, and insights to help you master PR at your own pace.
A deck of conversation-starting cards to inspire your next pitch, angle, or press opportunity.
The PR Bundle for Small Businesses
Everything you need to plan, write and pitch your media stories with templates, checklists and training, all in one place.
What Story Will You Share Next?
You don’t need to shout to get attention. You just need the right story, at the right time, told the right way.
