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What is a Media Release and Why Should I Care?

What is a Media Release?

A media release (also called a press release or a news release) is information that you would like to share with the media.  The information  relates to a specific issue or event that impacts your business.

Which Media?

The media that a business usually wants to contact may include:

  • newspapers
  • radio stations
  • television stations
  • print magazines
  • online publications
Depending on the range of interest for your story, you may wish to contact local, regional, national and/or international media.

Why Write a Media Release?

Very simply, the purpose of a media release is to connect with the media so that the media will provide coverage of your story.

Exposure in the media is generally good for business.

Here are a couple of assumptions regarding public relations:

  • exposure in the media is good for business.  It helps promote your company's brand, your company's products or services and consequently, drive more business prospects your way
  • public relations represent good value.  The value of "free" media exposure outweighs the cost of creating and distributing a media release

Here are some reasons why a business might issue a media release:

  • Publicizing an opinion on a topical issue
  • Winning an award
  • Receiving new funding
  • Losing a source of funding
  • Launching a new program
  • Achieving a significant goal
  • Celebrating a milestone or anniversary
  • Holding a fundraising event
  • Any other happening of interest to the public

There is no guarantee the media will “pick up” your story and provide the coverage you want. It is up to each media outlet to decide what stories they want to publish or broadcast. In most cases, the media release you send will not be used by the media “as is.” Rather, if the media is interested in your story, they will have a reporter contact you for more information so they can write the story themselves.

References

Follow these links for more information about the purpose of a media release and media relations:

Community Services Council of Newfoundland and Labrador

Wikipedia: News Release