What makes a good media release and how do you engage the media with your story idea? How do you pitch stories to the media, especially hard-nosed news hounds who can sniff out a 'puff piece' a mile away?

The media receives literally hundreds of media releases a day, many which are instantly disregarded. Why? A number of factors contribute to the demise of a media release, one key aspect however that contributes to a well written and published releases is the writers ability to be media savvy, that is identify the aspects an editor is looking for when selecting the days news.

In an in-depth interview with a veteran news editor and journalist I posed the question What makes a good media release? Here are his 7 tips in identifying a good release;

1. ONE THAT MAKES SENSE.

An obvious point but one often overlooked in the pressure to put out a media statement.

2. APPEALS TO A WIDE RANGE OF PEOPLE.

3. DOES NOT HAVE AN OBVIOUS 'SPIN'

If it is overtly trying the 'sell' something the release is likely to go no-where.

4. FOR RADIO - IT MUST BE SOMETHING THAT WILL ENGENDER TALKBACK AND DISCUSSION.

5. FOR NEWSPAPERS - IT MUST BE IMPORTANT, NEWSY AND INTERESTING

6. DELIVER IT VIA EMAIL.

Avoid the use of fax for a competitive radio station as it is unlikely to reach its target.

7. DON'T BULL S**T!

Thomas Murrell

Thomas Murrell is an International Business Speaker and Managing Director of 8M Media and Communications, an integrated media, marketing and management consulting company.

Described by BRW Magazine as "committed to using creativity as a competitive edge", he is recognised as an expert on how to be media and marketing savvy.

His Integrity Marketing, Brand Building and Winning the Media Game topics are full of real life experiences and practical advice.

In a former life he was a TV and radio personality, executive producer and senior media executive ? describing his 12 years at the Australian Broadcasting Corporation as an "apprenticeship".

The author of Media Fundamentals, How to Turn Your Big Marketing Idea into a Competitive Advantage and Web Marketing Essentials, he has just released his signature Media & Marketing Masterclass? series on six interactive CD-ROMs.

He uses metaphors from his experience as a National Junior Hammer Throw Champion to demonstrate the ?power of positive spin? and a Vincent Fairfax Fellowship helps put this within the context of ethical leadership.

Media Motivators is his regular electronic magazine read by 7,000 marketing and PR professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com/

Write to Thomas Murrell at tom@8mmedia.com/.