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Tips for getting media attention

Here are some essential steps to follow to help your organisation's stories get published by the media.


  • Identify it as a media release on the top left.
  • Date it top right.
  • Use a catchy headline.
  • Use one side of the paper only and keep to one page when possible.
  • Check for spelling and typos.


  • Who, what, when, why, where and how?
  • Use short paragraphs, clear sentences.
  • Use simple terminology.
  • Your first paragraph should be short and punchy.
  • It is the story in a nutshell. Use present tense and active language.
  • Include important facts and statistics, but don’t overload.
  • Use quotes to support your release.
  • Have someone proofread your release.


  • Sending photographs will increase your chances of generating some coverage.
  • Good quality photographs make all the difference when you're trying to spark media interest.
  • Sometimes a photo on its own with a description (aka 'a caption') can be a good way of gaining some coverage. If the photo is memorable and striking, it could be all you need.


  • Provide a phone number and email address for more information.
  • Make sure the contact person returns calls promptly.

The media

  • Identify it as a media release on the top left.
  • Take time to find out how they prefer to receive information (email/phone/fax) and what their deadlines are.
  • Don’t be pushy, instead willingly provide information and be prepared to assist the journalist in their pursuit of a story.
  • Follow up your release with a short phone call: "I just wanted to ensure you received our release and let you know we are available to help you in any way possible." 
  • Develop a relationship with the journalists you regularly deal with

Sample media release

Greenfields Amateur Swimming Club

April 1 2024

Media release

Young swimmers to shine at London Junior Championships

What: London Junior Swimming Championships

When: Saturday April 17 to Sunday April 18. Heats 9am -12pm. Finals 7-9pm

Where: Olympic Park Aquatic Centre, London

Parking: Media parking available on application.

Who: More than 500 junior swim stars including national open team representative Molly Thornton and eight-time national age group record breaker Charlie Dixon.

Story lines:

  • Molly Thornton will juggle her commitments with the national team and school work to contest the meet which launched her career.
  • Charlie Dixon is bidding to become the most prolific record-breaker for his age in London swimming history at the championships.
  • Two sets of twins – John and Dale Brown and Tim and David Rents – will face each other in the open 100m freestyle – the first event of the program.

Image attached: Charlie Dixon, 12, the fastest swimmer in his age group in England. Charlie says: "I'm so excited about the Junior Championships, I can't wait!"


Joan Smith, Greenfields ASC publicity officer

Phone: (44) 9999 9999

Mobile: 0409 999 999

Email: [email protected]