identify the various media angles and the most appropriate journalist to receive your

WHAT'S

release: e.g. the arts editor, the chief reporter, the fashion editor, the business reporter

NEW

  setting out a timeline and a list of the media outlets you intend to approach and when.

Magazines, for example, have a three month to six week lead time. Newspapers should be

Visit the What's new 

contacted at least two to three weeks in advance for a feature although they can turn a news

section of Creative New

story around in a day. Television and radio deadlines vary. A daily or weekly arts news

Zealand's website

programme will work two or three weeks ahead when planning content, but may be able to

(www.creativenz.govt.nz) for

respond to breaking stories as little as a day ahead. Documentary arts series work many

up to date stories about 

months in advance so it is advisable to contact the appropriate television production

New Zealand arts and

companies to establish deadlines as soon as you know what events you'll be promoting.

artists.You can send your

release or story to its editor

(ionam@creativenz.govt.nz),

who will assess its news

value, edit the release and

post it on the site for

approximately two weeks.

Below is an example of a

story (the first two

paragraphs and the last

paragraph) posted on the

What's new section. It tells

the reader the important

information about what,

who, where and when, plus

A bookseller waits for

booking details.

the crowds to arrive

after a session at the

Britain's Sarah Dunant joins

2003 Auckland

Auckland Writers and

Writers and Readers

Readers Festival 

Festival 

Gil Hanly

The 2003 Auckland Writers

and Readers Festival, running

from 15   18 May, is

delighted to announce the

addition of British novelist,

broadcaster and critic Sarah

Dunant to its line up of

international writers.

5

The media release

To be held at the Hyatt

Regency, the festival has

more than 45 events

Writing the release

featuring 16 international

authors and more than 80

It's important to write an effective media release to encourage journalists to cover your

New Zealand participants  

show. A company brainstorming session may spark valuable ideas. 

Bookings are through

Ticketek. For the most

A media release should work like a newspaper story: i.e. as you go down the page fewer

updated information, check

people will read it. Ensure the headline catches attention, the first paragraph contains all

the festival website at

the vital information, and only then go into more detail. A second page may include

www.writersfestival.co.nz.

biographies of those involved. 

The length of your release also depends on where you are sending it: 1 2 pages for a

news reporter; 1 3 pages for a feature journalist, depending on the complexity and

number of angles; a couple of paragraphs for the website; 2 3 sentences for a what's on

guide; and one sentence for reading as a sound bite on radio.

52

Smart arts

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