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Tips for Writing Your Media Release

The fastest, most efficient way to reach the media is through media releases. A media release is an informative text that is sent out to interested media representatives and focuses on a current topic.

Contact us so that we can write your media releases and send them to the media in good time.

Media Release Writing Tips

Your media release is vying for the attention of journalists against many other releases. This is why it’s important that your text is written in an appealing, concise, and understandable way that catches readers’ attention right from the start.

Headline: Write succinct, objective headlines
The headline should be succinct, objective, and informative. A headline often decides whether journalists will continue reading.

Lead: Present the key facts in a nutshell
The lead is at the beginning of a text and contains all the essential information. It answers the six basic questions – who? what? when? where? why? how?

Text: Start with the most important
You should put the most important information at the beginning of the text. Your view of what’s important may be different from the media’s view. However, keep in mind that the main aim of your media release is to get the attention of journalists. Any further details should then be added in decreasing order of relevance.

Language: Write short, clear, and succinct sentences
The media release should be written in a simple, clear, and precise way. Avoid technical language and try to present information as simply as possible, even if the topic is complex. If journalists don’t understand a text, they’re likely to ignore it.

Contact: Name a contact person
Name a contact person in every media release, including their phone number and e-mail address. Make sure that the person you name is available on the day the media release is published.

Pictures: A picture is worth a thousand words
If you have informative pictures or illustrations, add them to the media release.

Length: Keep it short
A media release is about one or two pages long.

A media release comprises:
Title One line
The title plays a central role in determining whether or not a media release will be read.
Lead No more than seven lines
The lead contains the media release’s most essential information.
Text Put the most important information at the beginning.
Write simple and clear sentences.
Get people interested in your topic, include a vivid example, and build tension.

Follow these key principles when writing your text:

  • Structure your text clearly
  • Write simple sentences that aren’t too long
  • Use main clauses for your most important statements
  • Use words that are easily understandable
  • Paraphrase or explain abbreviations and specialist expressions
  • Write in the active voice
Contact  Name, address, phone number, e-mail, and website

Please send your text to us as an e-mail attachment (see Contact) using a common text processing program.

Weiterführende Informationen


University of Zurich
Media Relations
Seilergraben 49
8001 Zurich
Phone: +41 44 634 44 67

SNSF Media Guide

The SNSF’s Media Guide presents the different channels of communication and gives advice on what you should consider when communicating with the public, particularly the media.

Media Training for Researchers

The Swiss National Science Foundation offers media training for researchers. The courses are held at the MAZ in Lucerne.