Nitty-Gritty: How to Write Press Release

In a recent post here on the Artful Advocate, we discussed contacting local media.  Today's blog post takes that one step further, by getting down to the nitty-gritty of writing a press release.  

You have a great art show planned for Open House/Fall Concert, or whatever event you are promoting.  PTO is helping with the refreshments, you have the location reserved, posters and flyers up, and student work  matted and ready to hang.

But wait...how do you notify the community and district at large?  How do you get the  message out beyond your students?

The answer: write a press release!  But...I have never done this!  I am not a public relations expert!  How do I start?  What should I include?  To whom should I send this? 

Relax!  First of all - check your district protocols on contacting the media.  Do you simply get the article approved by your principal or superintendent?  Or, if you are lucky, you have a PR officer who handles media contacts.  Get that out of the way before you start.

Writing a release is done in a standard AP style known as the "inverted pyramid".  Simply stated, you start with the most important information first and then work you way to supporting details. 

1. To jump start your work, use this organizational template to get your facts ready before writing.  
2. Start off with the Who, What, Where, Why, and When!
3. Write in an active voice.  Would you want to read this article?
4. Use short quotes if warranted.
5. Be precise and accurate.  Double check to prevent typos.
6. Editors cut from the bottom up...so top-load it with the most important information.   

Attribution for the above graphic: http://grow.gardenmediagroup.com/bid/149947/Tips-for-Writing-a-Killer-Press-Release

Don't forget to include your contact information for follow-ups or questions from the reporter. 

Once approved formally by your administration, send to your local newspaper.  Small town papers often give the best coverage, especially if you hand them an article all ready to go.  Larger papers may have a community calendar section that would work well for you.  Don't be afraid to follow-up with a call to confirm the arrival of the release and to book a photographer for your event.  And don't forget to keep a copy for your APPR files as well!!

Once you cultivate a positive relationship with a reporter or editor, the process gets easier!  Relax and breathe... as a 'cub reporter' you will do just fine!

Don't forget to include your contact information for follow-ups or questions from the reporter.

Once you cultivate a positive relationship with a reporter or editor, the process gets easier!  Relax and breathe... as a 'cub reporter' you will do just fine! 

The article in today's post is again contributed by our advocacy dynamo Donnalyn Shuster.  You can red more about Donnalyn in a prior post, HERE. 

Local Communication with the Media

Previous Artful Advocate guest contributor, Heather McCutcheon, has returned, this time offering some helpful tips on communicating with local media. The following article is terrific advice to those of us who are not particularly savvy at contacting the press, in her words:

Any chance I get I contact the local newspaper.  I am now on first name basis with the reporter.

To me, this is the most beneficial advocacy piece you can do!  Your local community is the community that votes on your school budget.  Lets face it, when the budget is bad the arts are in trouble.

* Remember: To advocate for your program is to keep it alive!

In the past five years, it seems like I am sending an email to the newspaper every month.  I also contact the TV stations when something special or flashy is happening.

Contacting your local media should not be a scary thing.  It is actually quite easy.  At first I spent some time doing a little research.  I found any email address that I could for local newspapers & TV stations.  I complied a list of these emails and now use this list to send out mass emails, hoping that one person will find my information meaningful.  This step is done usually about a week or two before a special event, like a guest artist or an art show.  If I do not hear anything, a few days before the event I send another email and also call the newspapers and TV.   

Here are a few more tips that I have found useful when sending my emails and making the call:

• Don't sound pushy. 
• Give specific information.  Give details about where, when and what is going on. 
  
• If the media can not make the event, offer to send pictures with a little write-up (a press release).

Thanks again, Heather, for your contribution to this  post.  To read more about Heather, use this link to her previous post.