Media relations

• Know the local media
• Who are your local contacts?
• Who would give the best coverage? 
• Give tours
• Have a press plan 
• Know how to get the media involved 
• Create news releases 

News releases 

* How is a news release going to be appropriate to gain attention?

Include the 5W and 1H at the beginning 

Format of news release
Date Contact person’s name and address
FOR IMMEDIATE RELEASE 

HEADLINE/TITLE/SLUG 

Lead paragraph – who, what, where, when

Following paragraph – why and how, important details 

Types of stories that will sell 

• Styles and trends 
• Prominent people
• Local interest 
• Disasters and crises 
• Turn a negative into positive 
• Brings attention 
• Success story 
• Human interest 

Stories can fit into more than one type 

Photos in news releases 

• Include a caption
• Identify individuals
• Include photographer’s credit 
• Black & white photo often preferred 
• Avoid “Grin and Grab” photos