Crafting press releases that get local media attention
A library press release has a difficult job: it must give a busy journalist a useful story quickly, while showing why that story matters to local people. Sending a polished announcement is not enough. Editors and producers need a clear news angle, credible details, a local connection and an easy way to follow up.
For Australian libraries, the opportunity is often close to home. A council library program may interest a suburban newspaper, an ABC local radio producer, a community newsletter or a regional Facebook group. The strongest media pitches recognise how these outlets work and make the journalist’s next step simple.
Start with a story, not an announcement
The first test is whether the release contains genuine news. “The library is pleased to announce a new program” describes an organisational action, but it does not explain why an audience should care. A stronger angle might be that free digital-skills sessions will help older residents avoid online scams, or that a collection of local oral histories is revealing how a community changed after the 2022 floods.
Useful news hooks include a new service, a timely event, a surprising statistic, a human story, a local achievement or a response to a recognised community need. Tie the announcement to something already on the public agenda where appropriate: school holidays, National Reconciliation Week, Seniors Week, National Volunteer Week or a major local festival.
The local connection should be specific rather than decorative. Naming a branch, suburb, council area or regional community gives the story a sense of place. “Libraries across Australia are supporting lifelong learning” is broad and generic. “The new workshop at Wagga Wagga City Library will help small-business owners protect customer data” gives a journalist a defined audience, location and public benefit.
Build a newsroom-friendly structure
Write the headline as a concise summary of the news. It should identify the subject and the benefit without trying to sound like an advertisement. “Free Parramatta library sessions help residents spot online scams” is more useful than “Discover a brighter digital future at your local library”.
The opening paragraph should answer the essential questions: what is happening, who is involved, where it is happening and why it matters now. Aim for one or two sentences. Put the most important information first, since editors may only read the opening before deciding whether to continue.
Follow with supporting facts, a quote and practical details. Keep the body short, usually one page or approximately 400–600 words. Use plain English, short paragraphs and active verbs. Avoid internal terminology such as “community engagement activation”, “service delivery outcomes” or “strategic capability uplift”. A journalist needs language that can be lifted into a news story without extensive rewriting.
Include a clear media contact, mobile number, email address and website link. If the event is visual, say so. A children’s author visiting a branch, volunteers digitising photographs or a coding group demonstrating robots gives television and online reporters a reason to attend. State whether interviews, photography and filming are available.
Make quotes sound human and useful
A quote should add meaning rather than repeat the first paragraph. It can explain the problem, describe a local response or show the effect on residents. The best spokesperson sounds like a person with authority and warmth, not a corporate statement generator.
Weak: “This initiative demonstrates our ongoing commitment to supporting community outcomes through innovative programming.”
Stronger: “People often tell us they feel embarrassed asking for help with online banking,” says the library manager. “These sessions give them a safe place to practise, ask questions and leave with practical steps they can use at home.”
Use one or two quotes, preferably from people with a direct connection to the story. A library manager can explain the service; a participant, partner or local expert can demonstrate its value. Obtain permission before naming community members, and take particular care with children, personal stories and culturally sensitive material.
Where a story concerns Aboriginal and Torres Strait Islander communities, work with the relevant community representatives and follow local protocols. Avoid presenting culture as a promotional backdrop. A respectful release explains who led the project, how knowledge is being shared and what permissions apply.
| Weak media release practice | Stronger approach |
|---|---|
| “The library is excited to launch a new initiative” | State what is launching and the local problem it addresses |
| A long history of the organisation before the news | Put the news in the first paragraph |
| Generic executive quote | Use a specific observation, example or outcome |
| “Register online” with no key details | Include date, time, location, cost and booking link |
| Several paragraphs of promotional language | Use plain, factual copy a journalist can adapt |
| One broad distribution list | Tailor the pitch to relevant local outlets |
| No images or unclear image permissions | Offer strong photos, captions and consent information |
Choose the right outlets and timing
Local media attention depends on relevance as much as writing quality. Map the outlets that serve the library’s community: council and branch newsletters, suburban newspapers, regional papers, community radio, ABC local programs, multicultural media, specialist education outlets and well-managed local digital publications. In smaller communities, a weekly paper or volunteer-run station may have more influence than a large metropolitan newsroom.
Research the correct contact before sending anything. A general newsroom inbox can be useful, but a named journalist or producer is better when the story matches their beat. Read recent coverage and tailor the subject line. “Media release: free cyber-safety workshops in Geelong libraries” is more effective than “Exciting library news”.
Timing matters. Send a calendar-based story several weeks ahead, then offer a short reminder close to the event. For a same-day announcement, issue the release early enough for radio producers and online editors to act. Australian outlets work across different schedules, and regional journalists may cover several towns, so include the exact local time and time zone when an event involves online attendance or interstate speakers.
Think beyond the traditional metropolitan press. In Australia, community Facebook groups, council e-newsletters and local podcasts can drive attendance, though they should not be treated as automatic substitutes for editorial coverage. A library can provide a short community notice while pitching the broader public-interest angle to a journalist.
Strengthen the pitch with evidence and assets
A persuasive release uses evidence that makes the story concrete. This could be attendance figures, waitlist numbers, survey findings, borrowing trends, a local demographic insight or a before-and-after result. Explain the source and date of any statistic. A vague claim such as “many people struggle with technology” is less credible than “112 residents attended the library’s digital-help sessions last year, with online safety the most common request”.
Prepare supporting assets before contacting media. Offer a high-resolution image, an informative caption, names and roles of everyone pictured, and confirmation that publication consent has been obtained. Supply a short fact sheet when the subject is technical. For audio outlets, identify a spokesperson who can speak clearly without relying on notes.
A press release should point to a useful landing page rather than a confusing home page. That page can include registration details, accessibility information, public transport or parking guidance, event costs and contact information. Consider Australian practicalities such as school-holiday dates, public holidays, heat, wet-weather arrangements and whether the branch is accessible by bus or train.
Follow up once, courteously, after a reasonable interval. The follow-up should add value: offer an interview, clarify a detail or share a newly available image. Avoid repeated calls that create pressure, especially with small newsrooms. If the story is time-sensitive, state the deadline plainly and give the journalist a direct mobile number.
Measure attention and improve each release
Media coverage is only one outcome. Track which outlets opened or responded to the pitch, where the story appeared, the potential audience, referral traffic, event registrations and questions received from the public. Save links and screenshots, but also record qualitative results. A two-minute local radio interview may generate more useful awareness than a brief online mention.
Review the release after distribution. Did the headline communicate the local benefit? Was the spokesperson available? Were the images usable? Did journalists ask for information that should have been included? These observations can improve the next media alert, event invitation or community announcement.
Keep a working media list with outlet names, contact preferences, deadlines, topic interests and previous interactions. Update it regularly because journalists change roles and publications alter their formats. Build relationships before a major campaign by being accurate, responsive and respectful of deadlines.
For library teams, the most reliable approach is simple: find the public-interest story, make the local relevance unmistakable and remove every obstacle between the journalist and a publishable piece of information. Draft the next release around one clear news angle, add a human quote, check every practical detail and send it to a carefully selected local contact.