This is a CRUNCH 'small bite' - a quick tip for our followers and fans.

Are media releases dead, or do they still earn their place in your PR toolkit?

In this episode HMC director Heather Claycomb and senior account manager Natalie Swart talk honestly about how business leaders and comms people can work with New Zealand media without wasting anyone’s time. A client recently asked us if media releases are even relevant anymore, which sparked a good chat about when you should write a full release and when a short, sharp pitch email will do the job.

Drawing nearly 25 years working with journalists, we share when a media release is the right move – especially when you need facts to be crystal clear, on the record and easy to lift into stories. We also look at when a tailored pitch wins, how to spot a real news angle, and why human stories still cut through crowded inboxes.

If you're a business leader looking to get a story picked up by media or work in PR or comms, this episode gives you practical tips to choose the right tool for the job and build trust with media over time.

Key takeaways

• Media releases still matter when you need accurate, factual information in front of journalists.
• Know when a media release is necessary and when a pitch is best.
• In a crisis, a media release helps keep everyone on message and protects your credibility.
• Strong relationships with journalists are built on being clear, reliable and easy to work with.
• Writing a media release first can make it much easier to pull out sharp, focused pitch key points.
• There is no single right way – use media releases and pitches differently depending on the story and the situation.