Media Management – our 7 PR tips for tackling media alerts, releases and press calls!

In public relations, delivering news and information with clarity and impact can be tricky and can often be the difference between media interest and media indifference. Whether you’re issuing a media alert, crafting a press release, or conducting a press call, perfecting your approach can help capture the media’s attention and ensure your story gets coverage.

Here are C7EVEN’s seven essential PR tips for maximizing impact when working with media alerts, press releases, and press calls.

1. Understand the difference between a media alert and a press release

While media alerts / press calls and press releases share the goal of communicating newsworthy information, they ultimately serve different functions:

• Media Alerts / Press Calls are brief and direct, providing essential information about an upcoming event, such as a conference, product launch, or media briefing. These alerts or media calls usually invite media to a specific location at a specific time and are typically used to drive attendance.
• Press Releases provide a more in-depth narrative, often sharing news, milestones, or announcements that don’t require a direct invitation. They include background information, quotes, and additional details to give journalists a full understanding of the announcement. Media releases can often be issued to attending media a press call to reiterate key information around the event / announcement.

PRO TIP:
Use media alerts / press calls to build awareness and draw media to events, and use press releases for comprehensive news coverage that doesn’t necessarily need immediate media presence.

2. Do your research and know your audience!

Whether you need to deliver a media release or organise a press call, it is really important to do your research and know your audience. Some important questions to consider in this phase:

1. Who needs to hear my message?
2. Where is my audience located? Are they rural? Metro? Industry specific?
3. What forms of media will appeal to my audience?
4. Who are the best journalists or media outlets to communicate my message?

Knowing your audience and the right media to cater to your audience will ensure you maximise your efforts to get your message published.

PRO TIP:
PR agencies have access to dedicated media databases. It may be helpful to utilise the services of a professional to organise media calls and to ensure distribution of media releases target the most up-to-date and relevant media contacts .

3. Hook the media with clear, compelling headlines

Your headline is the first thing a journalist sees, so it must be clear, impactful, and informative. Avoid industry jargon, overly technical language, or ambiguous wording. Focus on what’s truly newsworthy and consider what would make a journalist think, “I want to learn more about this.”

PRO TIP:
Keep the headline under 10 words and aim to make it as enticing as a headline on the front page of a newspaper. A strong headline will increase the chances that journalists read beyond the first sentence.

4. Remember the basics

Journalists work under tight deadlines, so make their job easier by covering the basics early on in your communication.
In both media alerts and press releases, answer these key questions:

• Who is involved?
• What is happening?
• When is it happening?
• Where is it happening?
• Why is it important?
• How does it work (if applicable)?

PRO TIP:
These basics should be easy to spot in the opening paragraph. Ensuring journalists can quickly grasp the core information makes it more likely they’ll cover your story.

5. Make the content skimmable and concise

Most journalists scan content quickly, so avoid long paragraphs and dense blocks of text. Use bullet points, subheadings, and short paragraphs to make your content easy to skim. In media alerts, keep the total length to a single page whenever possible, while a press release can go up to two pages. However, remember that shorter is often more effective.

PRO TIP:
For press releases, include a clear “About” section at the bottom to provide background on the company or organisation. This helps keep the main content focused on the announcement itself.

6. Prepare for press calls with a media briefing document

When setting up a press call, don’t assume everyone involved will have time to dig into your full release or alert in advance. Prepare a media briefing document with a summary of key details and supporting data. This can be invaluable for:

• Journalists, to quickly understand the story background.
• Company spokespersons, to stay on-message during the call.
• Internal team members, to ensure everyone is aligned and ready to address media questions.

PRO TIP:
A thorough briefing document helps you ensure key points are captured, correct details are shared, and the appropriate language is used, allowing you to make the most out of limited media time.

7. Follow Up, But Avoid Overdoing It

After sending out your media alert or press release, a well-timed follow-up email can help your news stay top-of-mind without overwhelming the journalist.
Ideally, follow up within 24-48 hours if you haven’t received a response, and be brief. A simple email that reminds the journalist about the story with a quick mention of why it’s relevant can be effective. A phone call is also a good way to touch base with a journalist and bring their attention to your release.

PRO TIP:
Avoid repeated follow-ups. Excessive contact can turn journalists off, so keep your interactions polite, professional, and to the point.

In summary

Perfecting media alerts, press releases, and press calls requires a mix of strategic thinking, relationships and clear communication. While these seven PR pro tips will ensure you’re better equipped to share your story and engage with media, C7EVEN’s dedicated PR team can assist you even further, to help your story stand out, helping to make an impact in the competitive media landscape. Reach out to us