Introduction to Public Relations: PR101

    Public Relations is a powerful component of any successful communication strategy for businesses and organisations looking to increase brand awareness and protect their reputation.

    PR involves generating campaigns to gain earned media coverage. Having a business name appear in the news, helps to maintain a positive public image by creating trust and credibility with a target audience.

    If you are interested in PR, understanding the fundamentals of Public Relations is vital, and one way to do that is through Adoni Media’s program Introduction to Public Relations: PR101 with our Founder and Managing Director, Leisa Goddard.


    PR101 by Leisa Goddard

    Leisa Goddard is a media and PR expert. She is one of Australia’s most experienced TV news reporters who has worked at the highest levels of Australian journalism for more than 30 years.

    Leisa has reported on major news events in Australia and around the world, including terror attacks, Hurricane Katrina, U.S. Presidential Inaugurations, and the Academy Awards. She has also been nominated for a Logie award for reporting under Taliban rocket attack when she was a war correspondent in Afghanistan. Leisa has also been an investigative journalist for A Current Affair and Today Tonight and remains on air as a commentator for multiple programs on Sky News Australia.

    Since 2012, Leisa has been the Managing Director of Adoni Media, a successful PR agency which specialises in PR, Media Training, Crisis Communications, and Video Production.

    In her PR101 program, Leisa provides insights, tips, and real-world examples of how PR can be used to tell your story so you, your business, or your organisation can be seen and heard.

    How to write a media release

    Understanding what makes news and how to get journalists interested in your story are some of the key learnings in the PR101 program. Media Releases are a key tool used to tell journalists about you and your story, and learning how to write one is critical to your PR efforts.

    Crafting an effective media release is the cornerstone of any effective communication strategy. A media release is also referred to as a press release and is a written communication that conveys news, events, or announcements to the media.

    Here is a step-by-step guide to writing a compelling media release:

    1. Begin with a captivating headline: Your headline should immediately grab the journalists’ attention. It should be concise, informative, and engaging. Make sure it conveys the most critical information in a single sentence.
    2. Craft a strong lead paragraph: The lead paragraph, or the first paragraph, should include the who, what, where, when, and why of your story. It should provide a clear and concise summary of the entire release.
    3. Provide supporting information: The following paragraphs should offer more details about the story and include quotes, statistics, and background information. Use the space to give context and make your story more compelling.
    4. Boilerplate: Include a brief boilerplate at the end of the release that provides further background information about your organisation or your client. This section should remain consistent in all relevant releases.
    5. Contact information: Always include contact information at the end of the release so that journalists can reach out for further enquiries or to arrange an interview.
    6. Formatting matters: Use a professional and consistent format. Double-check grammar, spelling, and style. Keep the release concise but informative. A single page is ideal, but two pages are acceptable for more complex stories.
    7. Distribution: After writing your media release, you must distribute it to the relevant media outlets and journalists. Our PR101 program also covers the art of media relations and how to connect with the right people in the industry.

    Mastering PR, whether as a beginner or a seasoned professional, requires practical skills, such as writing an effective media release, as well as comprehensive knowledge of the media.

    If you are interested in starting your PR journey and learning how it can help you raising your brand awareness, register for our PR101 webinar on Wednesday 8 November at 11:30am (AEST) here:

    Or if you would like to work with Leisa and her experienced team of former journalists, contact us for a free consultation on your communication goals.