A press release in Australia works the same way it does anywhere else: you write up your news, send it through a distribution service, and journalists at outlets like news.com.au or Yahoo Australia decide whether to run it. The part that trips people up is the local detail, which outlets actually matter here, what Australian journalists expect, and whether "press release" is even the right word to use.
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What Is a Press Release in Australia?
A press release is a short, factual announcement sent to journalists in the hope they'll cover it. In Australia, you'll hear it called a "media release" almost as often, the two terms describe the same document.
"Media release" is the term you'll see on government websites, in corporate comms departments, and in journalism schools here. "Press release" is more common in international templates, US style PR tools, and corporate marketing copy translated from overseas.
Neither is wrong. If you're writing for an Australian newsroom, "media release" will feel more native. If you're searching online or working with a global PR platform, "press release" is what you'll type, which is exactly why this page uses it.
How Press Release Distribution Works in Australia?
Press release distribution in Australia follows three steps: write the release, submit it through a distribution service, and the service pushes it to wire networks and media databases that Australian outlets monitor.
Where the release lands
Wire syndication: Services like AP and PR Newswire push your release to news aggregators, search engines, and partner sites. This is how a release ends up on Google News or gets republished automatically.
Direct journalist pitch: The platform also sends it straight to journalist inboxes at outlets covering your industry, where a person decides if it's worth writing about.
The platform also sends it straight to journalist inboxes at outlets covering your industry, where a person decides if it's worth writing about. Email is still the channel that matters most here, 96% of journalists say they prefer to receive pitches by email. (Muck Rack, State of Journalism 2025).
Pricing
Basic local release: under $100
National release with guaranteed wire syndication (AP, Google News inclusion): a few hundred dollars
Pickup rate
Outlets pick up roughly 5–15% of submitted releases, and relevance decides most of it. A Sydney fintech's Series A announcement has a real shot at AFR or Business News Australia. The same release sent to a lifestyle blog goes nowhere.
Timing
Distribute before 9am AEST for the most journalist eyes
Avoid Friday afternoons, most newsrooms are winding down
For global news, stagger distribution (AU morning, then US/UK afternoon) so it doesn't go stale crossing time zones
Paid vs. free distribution
Free/low cost: Lands on low authority aggregators few journalists monitor, gives you a published URL (useful for SEO) but little real pickup
Paid wire: Places your release in journalist facing databases, which is where actual pickup happens
Australian Media Outlets That Accept Press Releases
Australian outlets that accept press releases span national news, business press, tech media, and lifestyle/regional publications, and most expect submissions through their own contact forms or via distribution platforms rather than cold email.
National and wire:
news.com.au: High traffic, broad coverage, but selective; needs a genuinely newsworthy hook rather than a routine company update
Yahoo Australia: Picks up syndicated wire content heavily, so a good wire distribution package often lands here without a direct pitch
AP (via wire distribution): Gives you international reach as a byproduct of AU distribution, useful if your company has overseas customers or investors
Google News (via syndication, not direct submission): You can't submit to Google News directly; you get there by being picked up by an outlet or aggregator Google already trusts
Business and finance:
Australian Financial Review (AFR): The most credible business placement in the country, but also the hardest to get without a real financial or market angle
Business News Australia: More accessible than AFR, still solid for startup and SME news
SmartCompany: Good fit for small business, founder stories, and funding announcements
Tech:
ZDNet Australia: Enterprise and B2B tech focus
iTnews: Strong on government IT, cybersecurity, and infrastructure news
Information Age (published by the Australian Computer Society): Useful for product launches with a technical or research angle
Lifestyle, regional, and industry verticals:
Capital city lifestyle and community sites, with coverage skewed toward Sydney, Melbourne, and Brisbane
Regional outlets in Perth, Adelaide, and Canberra, which often have lower competition for pickup than the eastern capitals
Trade and industry publications specific to your sector, these often have higher pickup rates than national press because the news bar is lower and the audience is more relevant
A release with no real regional or industry angle struggles everywhere. One with a Sydney HQ, an ASX listing, or a clear industry tie tends to do far better with this exact list.
Press Release vs Media Release - Which Term to Use in Australia
Both terms are correct in Australia, but "media release" is what local journalists actually use day to day. "Press release" survives mainly because of international templates, US based PR software, and search habits. People type "press release" into Google even when they mean a media release, which is part of why this guide is titled the way it is.
If you're sending the document itself to an Australian newsroom, title it "Media Release." If you're searching for distribution services or writing guides online, "press release" will get you further. Either word, same document.
How to Write a Press Release for Australian Media?
A press release for Australian media needs a local angle, a real news hook, and a structure journalists can skim in ten seconds.
Expert's Tip: Write your headline and lead paragraph to stand alone, that's often all a journalist reads before deciding. Lead with a number, not an adjective, and let the quote carry the emotion. EasyPRWire
Structure
What gets releases picked up
Headline states the news, doesn't tease it
Lead paragraph works even if read alone, often the only part a journalist reads
At least one specific number (revenue, headcount, customer count, funding amount) instead of vague language like "significant growth"
Quotes sound like something a person actually said, not marketing copy in quotation marks
Quotes sound like something a person actually said, not marketing copy in quotation marks. This isn't just a stylistic preference, 79% of journalists say they rely on press releases for story ideas, and 72% name them the single most useful resource a PR team can offer. (Cision, State of the Media 2025).
Format note
Australian releases run shorter and less hyperbolic than US style releases, with more numbers and fewer adjectives.
Start with our free Australian media release template to see the full structure, formatting, and examples in action.
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Frequently Asked Questions
What is press release distribution in Australia?
It's the process of submitting a news announcement through a distribution platform so it reaches Australian journalists, wire services, and news aggregators at once, instead of you emailing outlets one by one.
What is the difference between a press release and a media release in Australia?
None, functionally, they're the same document. "Media release" is the term Australian journalists and government bodies use; "press release" is the more internationally recognised term and the one most people search for.
How much does press release distribution cost in Australia?
Costs range from free (limited, low authority sites) to a few hundred dollars for national distribution with wire syndication through services like AP or PR Newswire. Premium tiers with guaranteed placements on specific outlets cost more. But, with EasyPRwire, it starts with just $89.
Which Australian media outlets accept press releases?
National outlets like news.com.au and Yahoo Australia, business press like AFR and Business News Australia, tech outlets like ZDNet Australia and iTnews, and a long tail of regional and industry specific publications. Pickup depends heavily on relevance, not just distribution reach.
Can overseas companies distribute press releases in Australia?
Yes. Most distribution platforms let international companies target Australian media specifically, and AU pickup is realistic if the release has a genuine local angle, an Australian office, an Australian customer base, or news that affects the Australian market directly. A US product launch with no AU relevance will struggle regardless of who distributes it.
