Editor's Press Release of the Month | DCA reveals 2024-2025 Inclusive Employers, welcomes Sam Mostyn as Patron during Inclusion at Work Week

This month, we’re diving into Diversity Council Australia’s (DCA) latest press release, which cleverly highlights two key announcements: the launch of the Inclusive Employers Index and the Governor-General’s patronship. By leading with these impactful messages, DCA has made sure to grab attention right from the outset. In addition to the release itself, DCA has included all the necessary assets within the press release and provided a link to a central location where journalists can easily access everything they need to amplify the story.

Headline

DCA reveals 2024-2025 Inclusive Employers, welcomes Sam Mostyn as Patron during Inclusion at Work Week

Leaning into the news values of impact, proximity and prominence, Diversity Council Australia (DCA) offers a two-for-the-price-of-one headline to highlight two key messages right at the outset: the release of its Inclusive Employers Index and the announcement of the Governor-General’s patronship.

First paragraph

Keeping it direct and to the point, DCA covers its two most newsworthy angles in the first sentence of the first paragraph. With 70% of journalists* only reading the headline and first paragraph of a press release, DCA has put itself in good stead by illuminating the main points so quickly. (*According to Medianet’s 2023 Australian Media Landscape Report)

ProTip

Crafting short and sharp headlines that explicitly convey the main points of a press release is a power move that allows journalists to easily recall its content when sifting through the hundreds of emails they receive daily.

Assets

Diversity Council have included strong and useful images to this press release which add credibility to their message, saving journalists from needing to source supporting visuals themselves.

Level-Up Opportunity

To best capture journalists’ attention, a first paragraph should segue into quotes from a spokesperson in the second paragraph. Quotes may be the only thing journalists lift verbatim from a press release, so it is important to feature them higher up in the body and to offer further explanation within them.