How to send a media release

Your media release is only as effective as how you send it, and who you send it to. Although sending a media release might seem straightforward, the execution can mean the difference between a story that gets published and one that lands in a journalist’s deleted folder.

Whether this is your first media release or your hundredth, it’s important to implement a formula that doesn’t waste the journalists’ time, and yours. The key is creating a concise, well-structured package that contains all the information journalists need without overwhelming them.

As a team of former journalists with decades of experience receiving pitches, we’ve compiled our top tips for sending media releases that get results – not ignored.

Build an Effective Media List

First and foremost, building an effective media list is all about quality over quantity. A rural reporter in Longreach isn’t going to cover the start of the whale watching season. And News.com.au isn’t necessarily going to be interested in a local town hall meeting.

You need to know what audience you want to reach, and which journalists will help you reach them. It’s as simple as that. Start by recognising which media outlets and specific journalists cover topics relevant to your pitch. Look beyond the obvious mainstream publications and consider industry-specific outlets and local newspapers (in the relevant area, of course!).

“The most powerful media list isn’t necessarily the longest one,” says Clare Christensen, Adoni Media’s Communications Director. “It’s the one built on understanding which journalists genuinely need your story and how it serves their audience.”

We suggest going as far as ensuring your email headline and first paragraph clearly explain why your story is relevant to that journalist and their audience (we will go into more detail soon).

Create a Useful Media Kit

Think of a well-written media release as a headline, and a useful media kit as a way of delivering the full story. A media kit is a collection of strategically curated information and media assets that will be useful for journalists when running a story, giving them exactly what they need to get their job done.

At minimum, you must attach a media kit including a fact sheet with approved key information about your organisation, high-quality images, and video content relevant to your announcement, and where appropriate, a Video News Release (VNR). Journalists working under tight deadlines appreciate receiving everything they need in one package.

By providing these assets upfront, you’re not just making their job easier – you’re maintaining control over how accurately your story is told, not only for you but for the clients whose story lies in your hands.

Prepare Your Spokesperson

There’s nothing that frustrates a journo more than having no one to interview (besides an unorganised media release). In the newsroom, journalists live by an unspoken rule: don’t waste time chasing unavailable sources. If you’re listing someone as a contact at the bottom of your release, make sure they’re ready and willing to talk when the phone rings.

For PR professionals, this means you need a media-ready spokesperson who can confidently represent your client at a moment’s notice. They should be prepared, available, and capable of stepping up when media opportunities arise.

Yes, some newspapers might run your story using only the quotes from your media release. But let’s be honest – that’s never going to have the same impact as a real interview with a knowledgeable spokesperson who can bring your story to life.

If your spokesperson seems nervous about facing journalists, media training is essential. It’s the best investment you can make to transform them into a clear, confident representative who knows how to handle tricky questions and deliver key messages effectively.

And while we might be biased, when we say there’s only one team to trust when it comes to preparing your executives (it’s us). Our expert trainers at Adoni Media have been the go-to choice for executives, politicians, sports stars, and industry leaders for over a decade.

Format an Engaging Email

This is your reminder that the subject line of your email is your first (and potentially only) chance to capture a journalist’s attention. It’s up to you to make the story is newsworthy but remember there’s a fine line before sounding too “clickbaity.”

Once your media release has hooked in the journalists, make sure it follows this format:
• Place the first few lines or a summary of the media release directly in the body of the email, not just as an attachment
• Make the email personalised to the journalist, especially if targeting local outlets
• Clearly indicate how to access additional media assets, whether in your media kit or attached to the email
• Include your direct contact details for immediate follow-up questions or to organise an interview with your client’s spokesperson

Remember that journalists shouldn’t have to hunt for more information or struggle to understand the pitch—and in fact, they usually won’t. If the story isn’t laid out and organised in front of them, all they need is for another better-presented story to come their way, and before you know it, you’ve lost your chance.

As a team of PR professionals, we’re supporting you to get your pitch out there, and as former journos, we know these tips will help you succeed. At Adoni Media, our team has delivered PR strategies and campaigns that have reached millions of people, generated millions of dollars in coverage, influenced the conversation, and driven business growth.

Let the Adoni Advantage be your advantage

If you would like to discuss PR opportunities, reach out to Adoni Media through the ‘Contact Us’ button below.