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.