With over 20 years of experience in communications, Tim Entwisle heads a team of technical writers and other professionals in Sydney, New South Wales (Australia). As a marketing and communications specialist, he was kind enough to share his expertise with us. We focused our discussion on the potential of media releases to helping businesses gain recognition and success.

“Media releases are often underestimated as a marketing tool by organisations that don’t have dedicated marketing people. They are useful as they can be considered a “free” publicity tool. That is, if you don’t count the time that is needed to research and write them” he laughed.

“Every business should devise a public relations strategy that includes writing media releases to put their brand on the map. If you can successfully write a media release that is interesting to the media outlet and get it published, you can generate buzz around your brand without spending as much as advertising”, says Entwisle as the experienced professional.

He added, “It’s crucial to write a pithy or catchy headline to help get attention. Make sure you get the idea across in your email to prevent your media release from being ignored. Don’t be afraid to make it slightly controversial as the media outlets are highly driven by clickbait, or getting people to click through to the content. The goal of an online publication is to entice them enough to click and to drive traffic to their website”.

“After the headline, your focus should be on communicating the important details in the first couple of lines. Stick to answering the ‘what, who, how, when and why’. Keep it short, but don’t skip relevant details”, Entwisle highlights.

“Lastly, don’t forget to include images or background material that can be used to expand the story. Links to relevant websites can help the journalist or editor to corroborate your story and access additional relevant information to re-write the story. You want to make their job as easy as possible”, he concludes.

For more information visit here : https://madrigal.com.au/services/media-releases/