How to Write a Media Release Journalists Will Actually Want to Read

The Flaunter guide to making your story junk mail repellant.

Tip one: Know your media

Rather than Googling the address of every publication between here and Paris to hit up with a mass email, focus your efforts by researching a handful of writers and publications who are actually interested in writing stories like yours.  

Social Media is your friend!  About 60% of journalists have a professional Twitter account or Facebook page.  When you find a writer or publication, read over their last 20 or so pieces to see if your story fits what they regularly write about.  Is it a good fit? Great! You’re ready for Tip 2.

Tip two: Accept that the traditional media release distribution model is DEAD.

Yup. You heard it right.  The days of cold-contacting the media with a clunky impersonal document are over. Writers and editors receive anywhere from a few hundred to a few thousand emails like this each day, most of which are instantly deleted.

But, because you were clever enough to listen to our advice in Tip One, you’ll have already identified some key people who may actually want to share your story. Seek out their direct email address or Twitter handle and shoot them a message referencing their recent work to show that you’ve done your research and know exactly who you’re pitching to (don’t just make sweeping statements like “I love your writing!”) and offer your assistance for an upcoming story.  Example:

Hi Alice,

I just read your recent story about the [insert topic], it was a really great read.  

I’ve got a story along those lines that I think could be a great fit for your regular column/feature/page/work in [publication].  Would it be ok for me to send through a brief paragraph about it?

Regards,
Aimee

It probably goes without saying that upon sending this message to the media, you should be primed and ready with a succinct email about your story to shoot back to them within minutes should they request it.  Timing is key!

Tip three: Have an irresistibly clickable email subject

Think of your email subject like a billboard on the side of the highway, you only have a few seconds to make an impact.  Create a short hook (no more than 70 characters) about your story to entice your recipient to click.

Tip four: Make their life visual by using your Flaunter profile

The future of communications is visual, and including images with your written information will increase views by over 45%. So when you send your story to the media make sure you provide all the relevant images that are available for them to view and download.  The best way to do this is by sharing fuss-free html links to your Flaunter profile. Click the “Share Album” button at the right-hand side of your Flaunter album page and generate an Unrestricted link. Include the link in your email and the journalist will love the easy, unrestricted access.
Don’t forget you can also link documents to your album for the media to download such as a biography, or concept statement.

Tip five: Be contactable

Finally, it sounds like simple stuff, but make sure you include your phone number and email address in your message so you can be easily contacted for further information!

Tip six: Is it really newsworthy?

You want to gain all the exposure you can, but contacting the media with everything that happens at your label is the number one way to ensure your next media release gets sent straight to junk mail.  Save contacting the media for your very best stories.

Image: Vogue Japan