Candy Tymson - Writing a Media Release

Reading through Candy Tymson’s ‘Writing a Media Release’, I learnt that issuing a media release is the most popular method of communicating with the media. But you have to keep in mind that the media, especially in Singapore where there is only The Straits Times, receive hundreds of media release every day. So you have to make sure that your media release is newsworthy, well written, appropriately targeted, and professionally presented.

I also learnt that no matter how well written a media release is, the content needs to be news worthy and relevant to the media for it to be considered. After which, News has to be something that is new, special, unusual, relates and affects a significant number of people, therefore it is the public interest.

Reading about how before you start writing your media release, you need to find the hook or angle that will interest the media. Ask yourself what could be the most interesting and relevant angle to the story.

I learnt that in today’s society, PR professionals communicate directly to the media through e-mail without having to rely less on the media release as a means to pitch a story. While it may be effective and convenient, it can be a whole lot of information to deal with to respond to a small matter that has occurred in the media. Your e-mail will have to join a long queue with everyone who sent their stories by e-mail as well.

What is public relation all about in the very first place? Communication! By relying too much on e-mail, what will happen to all the personal relationships built to last between the PR professional and the journalists? We might all become lazy people who just aren’t bothered to promote media relations anymore.

"Like any communication tool, e-mail needs to be used responsibly and in moderation." (Candy Tymson, 2006)

Last but not least, I learnt that the distribution of a media release should be timed to meet the deadlines of the media that are about to receive it. For example, CLEO magazine is working 3 months ahead of its publication date while the Today paper work within few hours before going in to press.