Dinosaur or dynamite? Why the media release still matters

One of my earliest tasks as a newsroom editorial assistant was monitoring a pair of dusty, but hardworking fax machines, distributing a seemingly never-ending stream of paper media releases to the correct pigeonhole or in-tray. 

So many landed fairly swiftly in the bin, with just a few nuggets set aside after a review by the eagle-eyed chief of staff - saved for a reporter in between stories or to fill a last-minute gap on a page.

Fast forward, and those heaving paper bins have been swapped for flooded email inboxes where a stream of media releases continue to clamour for attention.

The 1-2 page media release continues to be a communications staple for many organisations. But do they really still matter in this 24/7, fast-moving, information-heavy age - particularly when a quick SMS, phone call, or short, bespoke email to a key reporter might serve the purpose more effectively and efficiently?

In short: yes, the media release still matters - particularly for an important announcement, milestone, or launch.

Have news worth sharing? Boost your chances of keeping your media release out of a reporter’s e-recycling bin by ensuring it is: 

• Newsy and timely: Lead with the core announcement, standout data, key research findings, or an emerging trend. And consider: Why does this matter right now, outside of our organisation? 

• Relatable: Cut the industry jargon, tech terms and acronyms. Conversational, insightful commentary is far more likely to cut through.

• Actionable: Be on standby for follow-up queries, have high-res imagery ready to send, and ensure your spokesperson is prepped and ready for interviews - potentially with a very short deadline.

• Targeted: Avoid the mass media release blast and take the time to build a list of reporters most likely to be interested in your news. Research their recent work and reach out with a brief heads-up before sending the release.

If prepared and written well, a media release can be a brilliant way to spark editorial interest, potentially secure coverage, and build long-term media relationships, while also serving as a public statement of record for your organisation and a central reference point for stakeholders.

It may no longer be delivered to newsrooms via those dusty fax machines, but the underlying principle of what makes a media release matter hasn't changed: news value, context and clarity.

💬 Planning a launch, milestone, or major announcement?

Ensure the media release is a powerful part of your communications toolkit.

WordLab offers on-demand writing and editing via our Editorial Desk, including execution-ready media releases paired with strategic advisory notes.