Media organisations receive numerous press releases daily. Following these guidelines can help yours to rise above the competition and capture attention.
THE BASICS
– Proofreading is crucial – media organisations may not have time to correct errors, so reviewing your own work can make all the difference.
– Read your press release aloud or ask someone else to. If it sounds off, certain sections may need rewording.
– Avoid typing words entirely in CAPITAL LETTERS unless they’re part of an acronym (e.g., SWIDT stands for ‘See What I Did There’). Full caps are often perceived as shouting, and media outlets typically revert them to lowercase.
– Use apostrophe marks or italics for album and single titles instead of “speech marks,” which should be reserved for quotations.
– Limit the use of bold and underlining to avoid visual clutter.
– Refrain from including special characters like emojis – some websites struggle to display them, and they can interfere with search functionality. That said, adding an emoji to your subject line can help your email grab attention and stand out in a crowded inbox.
– Always double-check tour and album release dates to ensure accuracy.
WHAT APPLICATION TO USE
– Most media outlets prefer press releases in Word documents or typed directly into an email, as these formats require minimal formatting. PDFs are also an option, but compatibility issues may arise – if you use a PDF, ensure it’s editable so content can be copied and pasted.
– Before sending, check the media outlet’s website – some may only accept files via platforms like Google Drive, Dropbox, or WeTransfer.
– For radio submissions that include music, refer to our Getting Airplay on NZ Radio for details on what to provide.
– Emails remain the preferred contact method – avoid sending press releases via social media.
WRITE A GENUINE HEADLINE
Crafting a strong headline is crucial – it should be brief, clear, and direct to grab attention instantly.
Use initial caps for the headline, and structure it in a simple, compelling way, such as:
– Band Name Releases ‘Album Name’
– Band Name Announces Summer Tour
Including your name or band name within the headline is key – this makes it easier for media outlets to tag you in social media posts, increasing both visibility and engagement.
A well-structured headline ensures your press release stands out, enticing readers to explore further. Keep it concise yet informative, striking the right balance between clarity and impact.
SUBTITLE
A strong subtitle serves as an extension of the headline, offering additional context while acting as a teaser to draw readers in. It should be concise, compelling, and informative, encouraging media outlets and audiences to engage further.
This sentence-sized introduction may appear directly in publications and is often used in social media posts.
When crafting a subtitle, consider:
– Keeping it relevant – highlight an essential aspect, such as a notable collaboration, a tour location, or a milestone achievement.
– Expanding on the headline without repeating it. Provide a key detail that sets the stage for the full announcement.
– Creating intrigue to encourage further reading. Think of it as a hook that makes people want to click through.
BODY OF TEXT
To maintain reader engagement and ensure your press release is clear and compelling, follow these essential tips:
– Keep sentences and paragraphs concise – long blocks of text can be overwhelming and reduce readability. Aim for short, direct statements.
– Avoid repetition and excessive jargon – while creative language can be engaging, overusing technical terms or flowery descriptions can obscure your message.
– Stick to the point – a press release should be informative and efficient. Deliver key details without unnecessary embellishments.
– Refrain from using swear words or derogatory comments – professionalism is crucial, and inappropriate language can harm credibility.
– Shape the narrative of your music – describe your sound in a way that reflects your artistic vision. Don’t let others define it for you
FIRST PARAGRAPH
The opening paragraph of a press release serves as a brief yet compelling introduction to the band or musician. It should establish who they are, their musical style, and any notable achievements, ensuring all details are accurate and up-to-date.
While it’s acceptable to incorporate previously used descriptions, always verify that the information reflects the latest developments – such as recent releases, collaborations, accolades, or milestones.
SECOND/THIRD PARAGRAPHS
When releasing new music, use this paragraph to introduce the project with key details such as where it was recorded, mixed, and mastered. Highlight notable collaborators, producers, engineers, or guest musicians – and acknowledge their contributions.
If announcing a tour, dedicate a paragraph to the tour itinerary, listing venues, dates, and locations. Mention support acts and any notable aspects of the tour, such as special performances or unique stage setups.
When combining both new music and a tour, separate these into two distinct paragraphs, ensuring clarity and focus.
For added impact, consider including a direct quote from the band or musician. A personal insight into the creative process or excitement about the tour can help connect with fans and media alike.
CONCLUSION
Wrap up the press release with a brief mention of future plans, ensuring your audience knows what’s next. If the new single is part of a larger release (EP or album), highlight when fans can expect it. If there are additional performances beyond the tour – such as festival appearances or special events – mention them to build excitement.
Make it easy for readers to engage with your music by including essential links:
– For new releases: Provide pre-order, download, and/or streaming links.
– For gigs and tours: Share ticketing links so fans can secure their spot.
Include links to your website and social media pages, and ensure those pages are updated and accessible.
EMBARGOED PRESS RELEASES
An embargoed press release is sent to media before its intended public release date, allowing journalists and publications to prepare their coverage in advance. This ensures the news goes live at the exact date and time you specify.
If you’re sending an embargoed press release, it’s best to clearly indicate the embargo at the top of the document.
How to Format an Embargoed Release:
– Place EMBARGOED UNTIL DATE at the top in bold, red, and all caps to ensure visibility.
– Include a note in your email mentioning the embargoed information.
– Always specify the exact date and time for the release to go live.
Clear communication ensures media outlets can prepare in advance while respecting your timeline.
TIMING
For the best chance of same-day publication, send your press release in the morning on the day you want it to go live. Releases sent later in the day may not be published until the following day.
Most media outlets operate within standard working hours, so please be mindful of their availability. Sending a press release at 7pm and expecting it to go live at 6am the next day is essentially asking media to work overtime.
Friday is the busiest day for press releases, particularly for music announcements. To prevent your news from getting lost among other releases, consider a quieter day. A well-timed release can extend visibility, keeping your news on front pages longer and reaching a larger audience.
Avoid major holiday periods when engagement is likely to drop – such as Christmas, New Year’s, and the long Easter weekend. Some media organisations pause operations during these times, meaning your press release may not be uploaded until the next working day.
OTHER INFORMATION TO PROVIDE
– At least one high-resolution image – such as a band photo or album cover – to enhance your press release and make it more visually appealing. Provide photographer credits where possible.
– If you are also requesting a review, provide a free download or streaming link that doesn’t require a sign-up. If you would like to send a physical CD, check with the media organisation first to confirm whether they accept physical copies.
– Include release artwork, as it may be used to accompany the review.
– List all the details of your gigs/tour at the bottom of the press release, for example:
4 April @ San Fran, Wellington
with support acts
Price, time, any other relevant information
5 April @ Stomach, Palmerston North
with support acts
Price, time, any other relevant information
– Feel free to provide a link to, or attach a biography, EPK or similar.
WHAT MEDIA CAN I SEND MY PRESS RELEASE?
A full list of media contacts can be found here.
Radio contacts can be found here.
Make sure to send your press release only to media organisations that cover your specific genre. Targeting the right outlets increases the chances of engagement and meaningful coverage.
PERSONALISE YOUR EMAIL
When sending a press release to a media organisation, personalise your email to increase the chances of engagement, especially if you’re requesting additional coverage such as a review or gig promotion.
– Tailor your email to the specific organisation—a personalised approach makes a stronger impression.
– Use a clear and concise subject line to help both you and the media keep track of it easily.
– Include a contact name and details so the organisation can reach out with any follow-up questions.
Follow-up Etiquette:
– If no response is received within a week, check the organisation’s website or social media pages to see if your press release has been published.
– If it hasn’t gone live, consider sending a polite follow-up rather than assuming it’s been overlooked.
– Don’t be discouraged if you don’t receive a reply – many media outlets are overwhelmed with submissions.
– Even if your press release isn’t published, continue submitting future releases, as opportunities may arise later.
OTHER POINTERS
– Start by brainstorming all your ideas.
– Remember that sometimes it may take a few goes to get it sounding right.
– Don’t worry if you can’t get it all sorted in one go, give it a few days and try again.
– Try to think creatively.
– Try to keep it sounding positive.
– Have a look at other press releases for examples, but don’t copy anything directly.
– It’s better to learn from mistakes – things will improve on.
SAY THANKS
Media outlets often promote your music free of charge, so expressing gratitude goes a long way – it not only acknowledges their support but also strengthens your relationship for future collaborations.
Whenever a press release, review, interview, or photos are published, share them on your social media platforms and tag the media organisation that featured your content. Giving credit helps boost their visibility, reciprocating the exposure they’ve provided for you.
Most media organisations operate with little to no financial compensation, offering their services purely out of passion for the industry. A simple gesture of appreciation – whether it’s a shout-out, a thank-you message, or continued engagement – can make a meaningful difference.
