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How to write – and pitch! – the perfect media release

If you are looking to share your business news – without any supporting marketing dollars – writing and distributing a media release could be great option for you. Here we’ve put together 10 tips on how to write, and pitch, a media release to generate coverage for your business, as well as a media release template you can use as a guide to write your own.

1. Know your story angle – All good media releases (and news articles!) have a strong hook. Perhaps you are a brand-new business looking for publicity, or an existing business that has expanded to include a new product or implemented some world-class sustainable practices. Whatever it is, having a clear story angle that immediately grabs the attention of the reader will set your media release apart from the rest.

2. Craft a catchy headline – Now you know your hook, use that to craft a catchy headline. In the headline make it clear what is happening and where, for example: ‘Let’s all dive in a yellow submarine! Australia’s first fully submersible tourist submarine launches on the Sunshine Coast’ tells you the details, while enticing the audience to read on.

3. Put the important details first – Start your media release off with ‘who, what, when, where, why and how’. Journalists and editors are time poor, and putting all the important details at the top in the first three sentences makes it easier for them to understand straight away what the story is about. The easier you make it for them, the more likely it is your article will get some coverage.

4. Expand on the details in the body of the media release – Once you have established the important details at the top, expand on those details and include some direct quotes. For example, you could start off your article by announcing you are expanding your accommodation to include two new rooms which will open in June. Follow this up with more detail and emotive language on what those rooms will look like, what guests can expect and some direct quotes from the business about what is exciting about the expansion.

5. Finish with a call to action and link to more information – After a clear introduction and body, finish your media release with a clear call to action. If you are doing a media release on a package, this would be details on when the package will run, cost per person and a link to book. Also make sure to include a link to your website or social media pages (or both!) where the journalist or editor can find out some more information.


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6. Include your contact details – Make sure to put your name, phone number and email address at the bottom should the journalist or editor wish to get in touch for more details. This is especially important if you are pitching to TV news, who would need to interview you face-to-face and capture video for a story.

7. Attach at least one hi-resolution photo – Whether it’s being published across print or online, make sure to include at least one hi resolution photo (at least 1 megabyte in size), that media can use to accompany the story. Include a clear caption of what and who is in the photo, with names from left to right, as well as a photographer credit if required.

8. Prepare your targeted media list – Put together a list of who you want to send your media release too, keeping in mind what media is a good fit for your brand and who your target audience is. If you are a new restaurant opening on the Sunshine Coast, this could look like a combination of local media and publications that place an emphasis on food (such as Urban List or The Weekend Edition). Boutique accommodation providers targeting couples might choose high-end travel publications, such as Australian Traveller or The Weekend Australian, while family-friendly attractions might seek out family-focused travel blogs or publications.

9. Send individually and personalize each email – Once you have put together your targeted media list, pitch to each media outlet individually. Rather than a blanket send, doing a personalized pitch helps cut through the clutter and is more likely to be read by  journalists and editors. Put ‘Media Release’ and your catchy headline in the email subject, before a personalized introduction providing a clear outline of what your story is about (remember your ‘hook!’) This doesn’t have to be long, a few sentences will do, but this personalization can make all the difference.

10. Hit send (at the right time) – Many media outlets work a few weeks, or even a few months, in advance depending on how often they publish, so make sure you send your release with ample time. Also take into consideration the time of day. For example, sending a media release late on a Friday is not a good time as it could be missed ahead of the weekend. Instead, send it early in the week first thing in the morning so it is fresh in the recipient’s inbox. And most importantly, make sure to share your news with Visit Sunshine Coast! You can reach us at [email protected].



DATE: May 2022

CATCHY HEADLINE: Sunshine Coast tourism business makes NATIONAL headlines with expert media release

INTRODUCTION: A local Sunshine Coast tourism business is making headlines across Australia following a targeted media release send.

The release – which included key details in the first three paragraphs, quotes from the business owner, a call to action and accompanying hi resolution image – was published by top travel outlets both in print and online.

The business owner said as well as receiving national coverage, the media release prompted enquiries from media keen to visit their attraction on a media famil – and you can do it too.

ARTICLE BODY: “By following a clear article structure and pitching the media release individually to key media outlets that aligned with our brand, we were able to generate some great coverage,” they said.

“And the best part is, anyone can do it!”

CALL TO ACTION: For more information on how to write – and pitch – the perfect media release, go to etc


CONTACT DETAILS: Media contact:

For more, email Visit Sunshine Coast at [email protected]


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