Every single day, metropolitan and regional newsrooms are flooded with hundreds of media releases. They land in inboxes, on desks, and sometimes even still via fax (yes, really). And here’s the thing, editors don’t have hours to sift through them.

Most will give your release mere seconds before deciding whether it’s a story worth running, or one for the cutting room floor.

That means your media release has only a fraction of a second to catch their eye, spark their interest, and inspire them to read more. If you can’t do that, your news is going nowhere.

So how do you make sure your release stands out in that endless sea of ‘pick me’ stories? Let’s break it down.

Make it newsworthy

Journalists are looking for something new. And ‘new’ doesn’t just mean you’ve thought of it recently. It means it’s fresh, relevant, and solving a real problem for people right now.

This could be a brand-new development, an innovative idea, or a program that tackles an issue their audience cares about. If your story affects a large group of people, your chances are even better.

Think about why medical breakthroughs often make headlines. Cancer research, for example, touches millions of people directly, and impacts even more indirectly. That’s a story with wide appeal.

Before you write a single word, ask yourself: Why should their audience care today?

Be timely

News is all about the now. Timing can make or break your release.

If you can connect your story to something already happening – a trending topic, a current event, an important awareness day – your odds of coverage increase dramatically.

For example, come November, ‘schoolies’ stories are hot property. If you have safety tips for teens, advice for parents, or a fresh angle on the tradition, that’s the time to pitch.

The same applies to government announcements. If a decision is made that impacts your industry, respond that day, not later in the week. News moves fast, and your opportunity window is small.

Tap into human interest

Every newsroom has space for human interest stories. These are the pieces that make people smile, cry, or lean in and say, “Wow, that’s incredible”.

It could be the local girl who went from a country town to becoming CEO of a major bank. Or the grandmother who knitted 1000 socks for the hospital’s baby ward.

If your business or team has a personal, inspiring, or heartwarming story, share it. Just be sure you’re pitching it to the outlet most likely to connect with that audience.

Keep it clear and concise

A good media release gets straight to the point. That means answering the who, what, when, where, and why right in your opening paragraph.

Avoid industry jargon. Write like you’re telling a busy friend the essentials over coffee.

And here’s a tip every PR pro knows; editors cut from the bottom up. So, if you bury the good stuff halfway down, there’s a chance it will get chopped.

Write headlines that work

Your headline is the hook – the first thing an editor will see. It needs to be short, sharp, and tell them exactly why they should care.

For example:

• “New website to save households hundreds on power bills”
• “Body corporate representative slams government reform”

They may not use your headline in print, but your goal is to make them read the release in the first place.

Know your audience (and theirs)

Not every outlet will care about the same story. A national TV news program is unlikely to feature your employee’s industry award win. But your local paper might love it, especially if there’s a community connection.

Do your homework before you send your release. Ask: Who reads/watches this outlet? What kinds of stories do they run? Then tailor your pitch accordingly.

Show them what’s in it for them

If you’re promoting an event, launch, or announcement, make it easy for journalists to see the value. Tell them who’s available for interviews, whether there’s a celebrity or expert involved, and what kind of photos or footage they can get.

Remember, newsrooms are under pressure. The easier you make their job, the better your chances of coverage.

Don’t turn it into an ad

Journalists can smell a sales pitch a mile away. If your media release reads like an ad for your business, they’ll pass.

A release needs to tell a story. It needs to be something fresh, newsworthy, and relevant. If you want to plug your product directly, that’s what advertorials and paid promotions are for.

Make it easy to say yes

Always include clear contact details for a spokesperson, and be ready to respond quickly if they get in touch.

If your story needs more background, you can include it as an attachment, but keep the main release clean, punchy, and easy to skim.

The bottom line: A great media release is a gift to a journalist. It helps them do their job, serves their audience, and gives them a ready-made story they can use. If you can master that, you’ll find the media far more willing to open (and run) your releases.