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As you gear up for an exciting festival, getting the word out about your show is absolutely vital. This guide is here to walk you through the ins and outs of crafting a compelling media release, a powerful tool for attracting attention from journalists and, ultimately, audiences. We'll cover everything from structuring your message to ensuring your story hits all the right notes, helping you master your own publicity efforts.

Contents

What's a Media Release?

A media release, often called a press release, is a document designed to offer a 'hook' to journalists, encouraging them to create a specific story about your show. Think of it as your official announcement, providing all the essential details a media outlet needs. When putting one together, it’s really helpful to consider the "who, what, when, where, why, how much, and how many" of your story.

It’s also important to think about the publication, website, or station you’re sending your release to. Is their style serious, gossipy, mainstream, or perhaps more niche or 'underground'? Tailoring your tone and content to match theirs can significantly increase your chances of getting noticed.

Always put the strongest part of your news story right at the beginning, in the first couple of paragraphs. And here's a hot tip: keep your release to one page maximum. Most journalists are incredibly busy, and won't bother reading anything longer.

Finally, put yourself in the shoes of your end reader. What would truly inspire them to come and see your show? What practical information would they need to attend or purchase tickets?

A crucial final step is to meticulously check and double-check your release for any errors. Pay close attention to dates, spelling (especially names!), and factual inaccuracies. The mobile number of the person who wrote the release, or a representative from your group, should always be included at the very bottom of the page.

One important distinction to remember is that writing for the media is different from writing for marketing. For instance, avoid using words like 'awesome' or 'fabulous' as statements of fact, as you might in marketing materials. Any positive statements about your show must be attributed to someone, like your spokesperson, in the form of a direct quote.

Release Date

Most media releases are intended for immediate use. In this case, you should clearly state:

FOR IMMEDIATE RELEASE:

However, there might be times when you want the press to have information early, but not publish it until a specific date. If this applies, you’ll need to put an embargo on the release. For example, you would write:

EMBARGOED TIL 9.00AM, 21 FEB 2025

Crafting Your Headline

Your headline is your first impression, so it needs to be crystal clear and straightforward. Resist the urge to be too gimmicky or overly funny. The goal is to capture someone's attention because the headline is strong and understandable, not because they’re confused by a joke.

The Lead Paragraph: Hook Them Instantly

The lead paragraph is paramount. It must directly support your headline and encapsulate the entire point of your story. This is where you address the "who, what, why, where, and when" questions.

The quality of this very first paragraph can often determine whether your news release is actually used. It needs to be able to stand on its own as a concise summary of what you are doing.

Developing the Story: The Body

When writing the main body of your release, aim for the present tense and write it as you would expect to see it in a published article. Try to keep your paragraphs to no more than three lines wherever possible.

The paragraphs that follow your lead will expand on what you’ve already introduced. This is your opportunity to provide further details on achievements, awards, and any other points of interest or importance. The key here is to keep it simple, sharp, and memorable, focusing on one major point per sentence.

Feel free to include some background information about yourself and your show. Journalists often appreciate funny, quirky, or interesting details. You can elaborate on your introduction, but do carefully consider any in-house jokes or humour relating to religion, politics, culture, or country. Quotes are a fantastic way to tell the story of your show, whether they come from performers, characters, your director, or the artist themselves.

Wrapping It Up: The Closing Paragraph

The final paragraph should offer some interesting background information about you and your show. Here, you can include quotes from reviewers, provide details on when and where your show will be performed, and mention that tickets can be purchased via FringeTIX.

To signify the end of your document, simply write:

-END

Making Contact

Always, always include your contact details at the very bottom of your media release. Use a clear format like this:

For further information, please contact:

  • Your Name
  • Title
  • Tel / Mob
  • Email

Download our Media Contact List for who to contact in the Adelaide Media landscape.

Summary

  • A media release is your formal pitch to journalists, ideally one page long, answering the "who, what, when, where, why" of your show.
  • Craft a strong, clear headline and ensure your first paragraph provides a concise, compelling summary that could stand alone.
  • The body of the release expands on your story with details, background, and quotes, written in the present tense with short paragraphs.
  • Always include full contact details and double-check for errors before sending it out.

Additional Resources