Media release

Purpose

To make an announcement to generate media coverage.

Topics

A broad range of newsworthy items including:

• Research announcement
• New program offering
• Award or accomplishment
• High-profile event
• Major board of governors decision

Timing

• Release must be current.
• Can use an embargoed release in advance.

Length

One to two pages

Multimedia

Develop dynamic content including supporting images, videos and/or infographics.
Sources:

• Image library
• Creative studio

Sections

Headline

• Under 10 words.
• Ask yourself: “Do I want to read more based on the headline?”
• Remember a diverse audience may not know the subject matter.
• Integrate the SFU brand narrative and values.

Subheader

• Provide additional context outside the headline.
• Opportunity to use keywords.

Contact information

Name, department, phone number, email address for the media contact person. This may be one or more of:

• Faculty communicator
• University communications contact person
• Subject matter expert

Introduction

• Under 30 words.
• Provide basic answers to the questions of who, what, when, where and why.

Main body

• Organized from most important to less important information.
• Include unique facts and numbers.
• Include any pertinent funding details.
• Include quotes from key spokespeople in a pull-quote format.
• Push the SFU brand narrative in quote messaging.

Boilerplate

Include current boilerplate.

Optional sections

• Close - Optional to close with ### or - 30 -.
• Why it matters - Bullet-point summary providing further context on the newsworthiness of the announcement.  
• Fast Facts - Newsworthy facts or statistics. Bullet points.