Press Release Kit

GreenEarth Press Release Templates

Obtaining local media coverage

Obtaining Media Coverage for Your Business: A How-to Guide Step 1: Produce a copy of the sample press release, incorporating your name, the name of your business, your phone number and your address, as indicated.

Step 2: Call the local newspaper or newspapers that circulate in your service area. (Not just the big daily papers; call the smaller weekly publications and “shoppers” too.) Ask to speak to someone in the news department. Then ask for information on sending in a business-related news release. Ask if they prefer the release to be sent via mail or fax. Be sure to get the name of a person to whom you should address the letter or fax, not just a number or address.

Step 3: Send a packet to the person whose name you obtained. The packet should include the news release along with the GreenEarth Cleaning fact sheet and the newspaper clippings included with your packet. Include your own business card. Do not send this how-to guide.

Step 4: Wait approximately one week after sending a fax or a week to 10 days for mail.

Read over the news release and fact sheet several times to re-familiarize yourself with the content, keep the copies in front of you, then call the person to whom you sent the packet.

Ask the reporters if they received the packet and offer to re-send another copy if they don’t recall it. If they do recall it, offer to spend time on the phone with them, talking about why you installed the GreenEarth Cleaning system in your business.

During this conversation, remember your audience: You really aren’t speaking to the reporter. You are speaking to your customers and potential customers through the reporter. Use everyday language any customer could understand, not technical jargon.

Remember to keep the conversation positive. You don’t want to criticize perc, because that could cause your competitors to complain to the newspaper and turn your positive story into a controversy, which you don’t want. Focus on what’s good about GreenEarth Cleaning, especially from the customer’s point of view, which is brighter, softer, bettersmelling results. Environmental and regulatory issues are secondary.

Try to work the phrase “You’ve never worn anything like it.” into the conversation.

Because that phrase is repeated in all of GreenEarth Cleaning’s promotional efforts, it becomes a form of “shorthand” for the process that people will remember and associate with your business. GreenEarth Cleaning is good for customers, good for drycleaners, and good for the environment.

Step 5: If a reporter wants technical information about the GreenEarth Cleaning process or background information on the company, refer them to Tim Maxwell, President of GreenEarth Cleaning, at (816) 926-0895.

Working With The Media

Provided as a Service to Our Affiliate Cleaners

GreenEarth Cleaning 51 West 135th Street Kansas City, MO 64145

Phone: 816-926-0895 Fax: 816-926-0754 www.greenearthcleaning.com

CONTENTS

A Message from GreenEarth.............................................................1 What Makes News ..............................................................................2 General Guidelines .............................................................................3 Different Media, Different Needs......................................................6 How to Talk to the Media ..................................................................8 A Journalist’s Techniques ...............................................................10 Media Interview Situations..............................................................15 Media Relations ................................................................................17 Examples of Questions .................................................................... 18

A Message from GreenEarth Congratulations once again. We commend you for your leadership in introducing to the public GreenEarth’s environmentally friendly cleaning solution– a technology that we believe is well on its way to becoming the industry standard.

For that reason, GreenEarth is a good “story” that can generate publicity for you in your area.

It is possible that a reporter may contact you. You may be asked only a few simple questions, or you could be asked more complex questions on everything from the drycleaning process to environmental impact.

Obviously, your responses could affect – either positively or negatively – both your establishment and GreenEarth . Ideally, all of us would like to take advantage of media interest to convey some key messages about our drycleaning business and the kind of service we provide. Determining what those key messages should be, and being ready to deliver them, can make the difference between a positive or negative news story.

To assist you, we have created this Working with the Media package. It contains suggestions and insights for working with the media. It shows how easily an interview can go well … and how easily it can go bad. It also demonstrates how key messages conveying values can be transmitted to the press. We think you will find it helpful and hope that you will take some time to read through this material.

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What Makes News It was a venerated editor of The New York Times who once said, “The news is what I say it is.” The arrogance of that statement notwithstanding, the explosive growth of the news industry and the intense competition accompanying that growth have made that statement more truthful than ever before. However, the news that’s “fit to print” still has more to do with format and journalistic predisposition than with an editor’s caprice.

Although many things make news, including Conflict, Betrayal, Power, Big Money, Heroics, Calamity, and Cultural Icons, the GreenEarth Cleaning System qualifies as news in categories such as Major Change, Insights, Significant Beginnings and Endings, and Trends.

Awareness of these categories can help shape the messages you convey to the media regarding your business and its adoption of the GreenEarth Cleaning System.

Major Change This includes changes in the weather, changes in ownership, changes in leadership, even changes in opportunities made available to people because of circumstances at hand. As the change occurs, various milestones become the rationale for “the news.”

Insights Whether it’s a consumer tip on how to shop for auto insurance or a theory that life on Earth is connected to meteorites from Mars, “insights” appeal to humanity’s innate desire to become more resourceful, or they satisfy the curiosity that each of us sooner or later demonstrates toward some issue, individual, principle or aspect of life itself. Curiosity may have killed the cat, but, when it’s stimulated and satisfied, broadcasters of the evening news see ratings increase, and publishers of the daily papers see circulation rise.

Significant “Beginnings” and “Endings” Political change of office (such as a new president, congressman, governor or mayor); the end of a construction project that had paralyzed a part of the community; the start of construction on a vital institution such as the remodeling of the White House; even the changing of the seasons or a new year, decade, century or millennium … these and other “beginnings” and “endings” stimulate a reporting of the news.

Trends and Fads Journalists know social trends or fads fascinate the public. After all, these social phenomena represent what’s “new” in the lives and times of their readers. The ability to track trends and fads through demographic studies often gives some substance to such stories, but it doesn’t take a study to understand why there may be news stories about Beanie Baby dolls, violence in schools, teenage parents or just about anything that can be linked to the Baby Boom generation.

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General Guidelines •

Always tell the truth.

Nothing is more damaging to your reputation (and to the reputation of the drycleaning industry) than not being truthful. If a mistake has been made, say so and explain what is being done to correct it and to make certain it won’t occur again. Never lie. Never mislead.

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Never say, “No comment.”

Saying “no comment” sends a signal that you have something to hide. Even the most delicate, difficult subjects deserve a response. For maximum credibility, explain why you cannot answer a question.

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Don’t be afraid to say, “I don’t know. I’ll find out for you.”

Reporters don’t expect you to have all the information they might need available at your fingertips. If you don’t know, say so. Then find out the answer and get back to the reporter.

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Be respectful of deadlines.

Reporters appreciate working with people who understand their deadline pressures.

Always ask the reporter if they are “on a deadline” for the information they are seeking.

Promise to follow up. If you aren’t able to get back to them soon (within one hour) with the information, call them back and tell them you are still working on getting them the information. Always follow up with them – whether or not you are able to get the information – before their deadline.

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Educate reporters.

Reporters have so many different areas they cover it is unlikely they are going to be experts in your field. When appropriate, take the time to provide them with background information when they call about a specific story. This little extra time will not only help with this story but with future ones as well.

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Avoid jargon; clarify language choices and use them consistently.

You know what you mean by “perc.” Perhaps the reporter thinks of that term as having something to do with employee benefits. Listen carefully to the reporter and determine to what degree you need to educate the reporter on the meaning behind the words you use.

Then, use the words consistently. When it comes to jargon and acronyms, the less said, the better. Remember, you are not just talking to the reporter; you are also talking to his or her audience.

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Think of the most important thing that needs to be said in an interview and say it first … and often.

Remember that the reporter will likely only use a very small portion of your interview in the final story, so don’t build to your point … make it right away. Then make it again.

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Keep control of the interview.

Don’t be intimidated by a reporter looking for controversy. Plan what you want to say and say it. Answer questions in a manner that gets your important messages expressed.

Don’t be impolite, but do keep the reporter on track. Answers like, “Our view is that the real issue here is how this new cleaning system better serves the customer,” maintain control without sounding defensive.

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Answer the same question the same way each time it is asked … no matter how many times it is asked.

The reporter may seem frustrated if you don’t give them a “juicy” enough answer to something controversial and, as such, may ask the same question again in a different way.

Don’t waver in your response. Say the same thing again … even if you feel funny repeating yourself.

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If a situation doesn’t directly involve the drycleaning industry, don’t comment on it directly.

An example would be a reporter asking a question about an action taken by the EPA in some other industry. Return the focus of the interview to the drycleaning industry.

Comments about situations not involving drycleaning can be inappropriate and potentially damaging to relationships.

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Keep your answers short and clear.

The media – especially television and radio – deal in short “sound bites.” The print term is “nut graph.” It’s the phrase or sentence or group of sentences that summarizes the issue or concept most succinctly. Use this technique in formulating comments, and stay away from long-winded answers.

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Information about specific employees (or former employees) or associates (or former associates) of your business or of GreenEarth is confidential.

There is no exception. Reporters understand this, so don’t be swayed by someone who is persuasive in their request.

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Prepare. Don’t try to wing it.

When a reporter calls, determine the reason for the call and the subject he or she wants to discuss. Ask about the reporter’s deadline and give assurances you will call back before the deadline. Jot down likely questions and appropriate answers. Be prepared to back your answers.

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Always be on guard.

There is no formal beginning or end to an interview. Once you’re in the reporter’s presence, anything he hears is fair game, regardless of when the “official” interview starts. Especially, remember that to a reporter there is no such thing as “off the record.”

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Take a deep breath and slow down.

Think through your answers before you give them. Avoid overlapping the reporter’s questions; begin your answer only after the reporter is finished. Don’t jump to conclusions about what you think the reporter is going to ask.

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Be alert for “traps.”

Don’t blindly accept a reporter’s facts and figures as true. Reposition hypothetical situations to avoid hypothetical responses by looking at the issue behind the hypothetical.

Respond to negative questions with positive answers. If a reporter requests an interview for one subject, then asks questions about another subject, don’t panic. (Television reporters are infamous for this.) It’s okay to tell the reporter you need to double-check your facts because you want to make sure your information is current and accurate.

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Different Media, Different Needs Television •

Always wants to tell the story in pictures.

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Very deadline sensitive.

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Will want people to appear on camera; especially customers of your establishment who can give “life” to the story.

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May appreciate having access to supporting video from another source (also called “B Roll”); especially if it helps tell the story.

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Before the tape starts rolling, ask the reporter what questions he or she will be asking.

If you are not ready – because you don’t know the answers to the questions they are asking or because you are distracted – say so.

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You have a very limited amount of time to tell the story. Keep to one or two messages and keep comments concise. Think in terms of an 8-second soundbite, and get your message out in that amount of time.

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Who you get depends on the story. Environmental reporters take their “beat” very seriously, and will want to learn from you (because they have so much they have to know). General assignment reporters will be less interested in the details and nuances.

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The reporter’s producer is a critical person and should not be overlooked. He or she can exert significant influence over which stories get done and how they are presented.

Print •

Daily papers will be very deadline sensitive. Weeklies (or bi-weeklies) usually have somewhat less pressure.

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You might have the opportunity to present detail. However, even as you present the detail, be certain to put the most important information first and to repeat it often.

The decision on what the final story looks like is in the hands of the editor. Make it clear to him or her (by what you tell the reporter) what you are trying to say.

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Newspaper reporters tend to make more use of the comments of “experts” because of the reporter’s desire to tell a complete story. Before connecting them with an “expert,” ask what questions they will be asking, determine who can best answer those questions and prepare that individual.

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Counsel “experts” not to answer any questions outside their area of expertise. Refer all other questions back to you.

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Visuals may help the reporter “sell” the story to an editor. Again, the focus is on people, rather than buildings, rooms, or labs.

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Newspaper reporters will also appreciate charts, graphs and the like, which help them tell the story “at a glance.”

Radio •

Local radio news is generally very limited.

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Any stations that call will be wanting to tape you for broadcast on the air later. They will tell you before they start taping.

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As with television, before the tape starts rolling, ask what questions they will be asking. If you are not ready – because you don’t know the answers to the questions they are asking or because you are distracted – say so. If you need to call them back in five minutes, tell them. The sound bite here will be very short. It is important to sound composed.

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As with all media, get the most important piece of information out first and repeat it.

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How to Talk to the Media When you call them: •

Be brief and to the point. Whether in person or over the phone, be brief with the amenities and get right into a summary of the news item or story idea you wish to discuss.

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Try to sense the level of interest. If there appears to be none, just sign off, or leave the release and invite the editor or reporter to call you. If the lack of interest seems to be due to a lack of knowledge, quickly explain the nature, newsworthiness and importance of the story. Offer to provide additional information. If you do sense interest, by all means respond as fully as you can. But be aware, at this point the conversation becomes an interview, and what you say is likely to become a direct quote.

When they call you: •

When a reporter or editor calls, be sure you know who it is and what news organization the media representative is with. Try to find out precisely what he or she wants to know, and only answer the questions asked until you are sure of what the journalist is digging for. Then you can decide whether you want to provide the information for the story.

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If you are unable to answer the question immediately, find out when the reporter needs the information and arrange a call-back. Be sure to explain that you will do your best to get accurate information in time to meet that deadline, but that you will not be pressured to rush an answer.

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Radio reporters often have a two-minute deadline and want to record your response as an on-air quote. Don’t let them pressure you. If you do not have a ready response to a question, or don’t have all the information, it is better to wait until you are fully equipped to respond completely and accurately. There will always be another newscast.

Again, do not say “no comment.” That will only make the reporter suspicious and lead to innuendoes or negative references in the resulting story. If the reporter asks for information you cannot give out, say so and say why. It is perfectly reasonable, for example, to say employee information is confidential. In any case, do not go “off the record.”

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Be pleasant. This means not taking nasty questions or abusive rejoinders personally.

Some reporters do this as a technique to get you to debate them or to say things you otherwise would not. Don’t get angry or emotional. Remember your key points and continue repeating them. If the reporter becomes obnoxious seeking information, it is appropriate to ask something like, “Do you want a story or an argument?” If he or she persists, politely end the interview.

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Don’t be flippant or cute in answering questions. Your humorous response may appear cold and cynical in print, and out of context on the air. It can give the wrong impression about you and your business.

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Again, don’t use jargon. Technical terms and acronyms can be particularly confusing.

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A Journalist’s Techniques Professional journalists are trained to get information from you. Each has his or her own style of engaging you in conversation to secure both content and style. No matter which style the journalist deploys in seeking information from you, remember: the prime purpose of the conversation is to provide that reporter with information that he or she believes will best satisfy the reader’s, viewer’s or listener’s appetite for news.

The Backyard Neighbor Approach This is the journalist who approaches you almost as though you are a long lost friend.

Whether over the phone or in person, the greetings this journalist extends are in tone and content not unlike what you would encounter from a neighbor waving hello over the backyard fence.

Ever-present cordiality characterizes this reporter’s style. Look for this journalist to disarm you and build trust by learning about your personal interest, pursuing topics with which you are comfortable, asking you about issues and people that are seemingly irrelevant to the topic that brings the journalist to you in the first place.

Once the trust is established, look for the reporter to find a way to begin asking the tough questions. “I hate to bring up something unpleasant, but I really must ask this question of you,” this apparently self-effacing reporter may say. “You know, my editors are really pressing me on this one, and I really need to take an answer back to them.”

Now, sympathetic to this reporter, you feel compelled to help out. Calmly, with conversational language, you begin to answer the reporter’s questions. Suddenly, you are no longer speaking in a manner that is to be read or heard or seen by this journalist’s constituency of news consumers. No, the journalist has convinced you that this is a conversation between the two of you, and what you say will be protected by the trust that has been established in this personal relationship.

Journalists are not engaging you in conversation like neighbors over the backyard fence. A journalist is a conduit to an audience; an individual whose skills of listening and writing are resources upon which you must rely in order to get your story told to a group of individuals important to the well-being of your business or yourself. Say nothing to a journalist that you wouldn't be satisfied to see in print … on the front page of the local paper … and read by everyone important to you.

You need not be suspicious about journalists who engage in this cordial style. Nor should you be disarmed by that style. You need not be defensive about journalists who approach you in this way. Nor should you become so trusting, so confident, that you honestly believe the journalist will treat you fairly and with confidentiality.

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The journalist has a job: to get information from you. At that moment, the interviewee has a job, too: to provide information for that journalist. It need not be an unfriendly exchange any more than it need be an adversarial circumstance. And the encounter with this journalist need not be so casual, so conversational that you forget the purpose of the conversation at hand.

The Provocateur This is a journalist who understands the authority assigned to an individual with a printing press at their disposal. Look for these reporters to take a no-nonsense attitude toward their work. They get to the point swiftly and with a bluntness of style that can easily place the person they are interviewing on the defensive. And if they are truly seasoned at the practice of this craft, they may rarely ask you a question. They may simply rely on your need to fill the silence of the vacuum that comes so loudly at the close of a declarative statement.

“So you’ve been harming the environment during all these years that you used perc.”

“I doubt your customers are very happy about you mixing all varieties of colored clothing together with this new system.”

“It’s my understanding that this new system is more expensive to use. Given the investment you are making in new equipment, I assume you will passing the cost on to your customers.”

Look at the language used by these declarative statements. It is language deliberately designed to provoke a response. This is a journalist not only seeking an answer to a question raised in the form of a declarative statement; this is a journalist seeking to punctuate that answer with the provocative language picked up from the contents of the question itself.

The lesson here: Do not let journalists use words that you would not place in your own commentary. Examples of better responses would be: “Actually we have gone to a lot of effort to equip our machines to solve the problem. This need will now be eliminated.”

“Our customers should be delighted by the soft feel and the ‘no dry cleaning’ odor. The colors remain true.”

“We are spending money right now to upgrade our equipment for this process. But it’s the right investment to make and we expect to increase business because of more satisfied customers. Certainly we don’t anticipate any price increases as a result of this wonderful new process.”

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Look, too, for these journalists to seem somehow dumbstruck when the questions they ask fail to produce the answers they seek. Though the style of their sentences and manner of expression may differ cosmetically, this is the reporter who is likely asking the same question over and over again.

If you are prepared for an interview, you will likely know what the journalist is seeking. You will know the message you wish to impart. You will have thought about language you will use to present that message. You will share the contents of your message and speak in your own language … not the message and language that reporter speaks. And just as the journalist asks you the question over and over again, you will offer up the same answer … perhaps even using the same language each time.

Remember, when engaged in a conversation with a neighbor over the back fence, repeated questions on the same topic may very well convey to you that you have not yet communicated an answer that has been truly understood by the person with whom you are speaking. But be wary of the journalist who seems to be dumbstruck by the answers you are providing. This is, after all, a professional communicator. They ask you the same question?

You give them the same answer … confidently, in a matter-of-fact tone, and with an understanding, yet firm smile on your face.

The Hurried, Harried Reporter on a Deadline This is a reporter always “on a deadline.” This journalist calls at the proverbial 11th hour, wants a “quick comment” for a story that is being “wrapped up even as we speak.” This is a journalist who insists that the meeting you’re in is suddenly less important than the question the reporter wants answered; that if your availability and responsiveness are not instantaneous, your point of view, the content of your message will be “regrettably left out” of the story at hand. This is the journalist who rushes that response, who catches you off guard with quick questions characterized by an intensity of tone that leaves you with the distinct impression there are only mere moments left before the daily paper’s presses begin to run.

The reporter “on a deadline” always seeks to gain the initiative and keep it. Look for this reporter to display body language and rhetorical technique designed to rush you through your response.

“Yeah … yeah … uh-huh …uh-huh …I see … yeah.”

You barely get a chance to finish a sentence with this reporter before the reporter is starting your next one for you. Before the interview has gone on very long, you find yourself starting your own sentences with little hope of ever finishing them. You feel rushed, rattled, and unsettled by the insistence of this journalist to provide the reporter with thorough answers to complicated questions in the context of a “pressing deadline.”

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Stop! Don’t let this dynamic get started lest you find yourself quoted in the daily paper or on the evening news in a manner seeming so unsettled that you have lost the credibility so important to the integrity of the message you are trying to present. Rather than letting the journalist establish and control this dynamic, recapture the initiative by asking: “I understand you are operating on a tight deadline. I will try to help you as best I can. Tell me first, however, how much time do we have here?”

“What is the topic you wish to pursue? Have others given you comments on it? What have they said, and what is the information you feel you have not yet secured in order to give you a thorough understanding of the issue at hand?”

Now the journalist – hurried and harried – is asked to be accountable for his or her conduct.

If the journalist can’t give you a simple answer about the time available or the issue at hand, then the “presses that are about to run” may not even be inked yet. Take a deep breath and take your time to listen carefully and respond using your own pacing, your own timing, your own sense of what it takes to be thorough in responding to whatever question may be raised by the reporter.

And if the reporter’s deadline is simply so pressing that you cannot accommodate it, then you simply express yourself in an open and cordial manner: “I wish that we had spoken earlier about this so my views could have been included on this topic. Perhaps you can contact me again when there is more time available for us to engage in a more thorough conversation.”

On the other hand, there may very well be many legitimate occasions where the late-breaking developments of a news story require a journalist to contact you at the proverbial 11th hour.

Reporters operate in an intensely competitive environment these days. They are sometimes required to publish or present a story that is less than thoroughly researched; it is news in progress.

When such stories are at issue, the journalist who gets cooperation from a source such as yourself will express the kind of gratitude that helps build a relationship of trust and confidence for future editorial pieces. The rule here is to be flexible and exercise reasoned judgment. The more sensitive a story and the more fragile its contents, the more careful a journalist must be in assessing the balance between the pressure of a deadline and the responsibility to present information that has been thoroughly researched and accurately developed.

In general, however, be wary of the harried journalist whose 11th-hour need for information from you may put your best interests at risk because there is inadequate time to corroborate what the journalist is telling you others are saying, inadequate time to get a full understanding of the story that is being developed.

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The Phrase Maker Whether cordial or provocative, mannerly or rude, reporters seek the efficiency of common language in the stories they develop. Limitations of space and time force journalists to find phrases that sum up a situation – the proverbial “seven-second sound bite.” And if the subjects they interview do not utter such phrases, some journalists will be tempted to imbed the language of a phrase in the question they raise with the hope that the respondent will repeat that language as though it were their own.

“Drycleaners seem to prey on the poor by hiring unskilled employees for minimum wage jobs that are hazardous to their health.”

The underlined phrases are so provocative that most sources find themselves either attracted to them because of their spiciness or repelled from them because of their controversy. In either case, you may find it tempting to focus on the phrase rather than concentrating on the content of the question at hand. When such provocative phrase-making is the issue in an interview, take a deep breath and figuratively step back from the interview for a moment.

Consider the content. Consider the language with which you are most comfortable in addressing the topic.

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Media Interview Situations It’s nearly impossible to anticipate all the questions and situations that may arise when certain events prompt the media to call you. Below are just a few scenarios that could occur and some pointers regarding how you might respond.

Remember, your best chances for success with the media depend upon: 1. How well you know the particulars about the drycleaning process, the chemistry you use and its impact on clothing, humans and the environment.

2. How well acquainted you are with the methods the media employ to get a story and how to best respond to them.

Understanding both of these areas prepares you to field a variety of questions and respond confidently if and when the media come calling.

Old Versus New A local newspaper reporter has received our press release and calls to ask for a further explanation of the new GreenEarth Cleaning System. He'd like to see it in action and have you explain how it differs from the methods you previously used.

Be prepared to demonstrate the new system and zero in on key messages you want to convey: For example … the new technology is so remarkably different in how treats the environment, people and fabrics, “you’ve never worn anything like it.” For the environment because it is so much safer for the soil, air and water; for people because it is non-toxic, non-irritating and has no absolutely odor; and for fabrics because it won’t cause shrinkage or fading and actually keeps them feeling as soft as the day you bought them. … And What About the Environment?

A television reporter has heard about a report issued by Consumer Reports. It said that drycleaning solvents were a major contributor to environmental pollution. He wants your response to that report.

“I haven’t seen that report, so I would hesitate to comment, but I do know that Consumer Reports is pleased to learn about GreenEarth because it is so environmentally friendly.”

Employee Health and Safety A reporter calls to tell you that he has been contacted by one of your previous employees who claims she became ill as a result of working with drycleaning solvents in your establishment.

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“I would have to ask the employee what he/she is referring to, but we certainly did everything we could to prevent problems. Fortunately, GreenEarth is helping us out with this new process.”

But is it Good for Clothes?

A customer calls a reporter to say she has learned that your cleaners is cutting corners by mixing all kinds of fabrics and colored clothing together, rather than separating it into separate loads. The reporter would like to talk to you about this.

“There is no dye bleed with the GreenEarth Cleaning System. This is actually a plus for customers, because there is less chance of clothes getting separated.”

Customer Satisfaction A radio talk show host says he wants to put out an all-call to customers who have visited your establishment to see if they can tell any difference between their clothing that was cleaned with the “old” system and their clothing cleaned with the “new” system. He invites you to come to the studio to respond to callers.

While this situation does not present the ideal circumstance for talking about your new GreenEarth Cleaning System, you would be taking a risk NOT to participate in the program.

Your presence would provide you with an opportunity to respond to callers’ comments clarify any misconceptions and educate the public…while promoting your drycleaning establishment. (The amount of airtime you would garner by your participation would cost thousands of dollars if you were to purchase it at the going advertising rate.) If you are personally acquainted with any of your customers, you should contact them and ask them to call in to the show with their comments. Knowing how well the GreenEarth Cleaning System works should enable you to participate in this kind of media event with confidence.

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Media Relations Objectives •

To publicize and promote the new GreenEarth Cleaning System and the drycleaners who are using it.

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To generate stories in newspapers and magazines or on radio or television that present a positive image of the new GreenEarth Cleaning System and attract customers to your location.

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To prepare you for any questions you might be asked by journalists who respond to our publicity efforts.

The Interview Questions may be very simple -- the kind you can answer easily: how long you’ve been in business; how many employees you have; your business hours.

Or they may be more complex: how the drycleaning process works; the impact of drycleaning on the environment.

Knowing what to say and how to say it can make the difference between a positive or negative news story. Following are some guidelines for media interviews.

Be prepared.  Have the facts and feel confident delivering them.

Keep your answers short and clear.  Prepare the key points you want to make ahead of time.

Always tell the truth.  There is no such thing as “off the record.”

Return reporters’ phone calls.  Respond promptly. Get your comments in the story

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Examples of Questions

Reporter: I understand that with this new system you can mix all varieties of colors and fabrics together in one load. That may save you money. But I’ll bet your customers aren’t too happy about having all their different colored clothing laundered together.

Defensive Response: Drycleaner: Sure, the new system saves me some money. But it’s no skin off the customer’s nose. It’s perfectly safe to mix all the different colors and fabrics together.

Better Response: Drycleaner: We expect our customers to be much better served with this new technique. We think they’ll be delighted with the soft feel of their clothes, the absence of any “drycleaning odor,” and the fact that there is no color bleeding.

In fact, being able to clean all clothing together in one load is actually a plus for customers because there is less chance of clothes getting separated and lost.

Reporter: A report issued yesterday by GreenPeace details the harmful effects of drycleaning solvents on our environment.

I’m on a noon deadline for tomorrow’s paper and I’d like to give you an opportunity to respond to this report.

Defensive Response: Drycleaner: You know, these environmental groups have been making it tough on drycleaners for years. We spend thousands of dollars annually to keep these toxic chemicals from leeching into the environment.

Better Response: Drycleaner: I haven’t seen that report so I really don’t feel comfortable commenting on it. I wish we could have spoken earlier so my views could have been included on this topic.

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Reporter: So how long has your drycleaners been using these harmful solvents?

Defensive response: Drycleaner: We’ve been using them since the 1950’s. Not just me.

Drycleaners all across the country.

Better Response: Neither drycleaners, nor the Environmental Protection Agency, realized until the 1950’s that drycleaning solvents might have an environmental impact. That’s when we implemented special handling and disposal techniques as safeguards. But today, there’s good news. A new drycleaning system, called the GreenEarth Cleaning System, is completely environmentally friendly.

We’re thrilled to be using that new system and one of the reasons we are is because we want to protect our environment.

Reporter: I was contacted this morning by one of your employees who claims she’s become dangerously ill from working in your drycleaning plant. I suppose that’s because your employees have to work with so many toxic chemicals?

Defensive Response: Drycleaner: Toxic chemicals are used in the drycleaning process, but I doubt very much that they made this woman dangerously ill.

Better Response: Drycleaner: We take great care to provide the safest, healthiest environment possible for our staff members.

Reporter: Yes, but you do use toxic chemicals in the drycleaning process

Drycleaner: Actually, we use a process called the GreenEarth Cleaning System, which is environmentally friendly. It’s such a safe, gentle solution that our customers frequently comment on how soft and silky their clothing feels after being cleaned here.

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Your Name (XXX)XXX-XXXX or Tim Maxwell, GreenEarth Cleaning Toll free: 877-926-0895

(City name) Cleaner Offers Process That’s Better for Clothes, Planet GreenEarth® system provides environmentally safe, odorless, gentler drycleaning Consumers who care about the environment and their appearance can get a double bonus from Store Name and its revolutionary new process. Store name, owned locally by Your Name, will be offering environmentally friendly dry cleaning services in its new store at street address, city name. Store name’s GreenEarth® cleaning system is not only better for the environment, it’s better for clothes—noticeably better.

Unlike traditional drycleaning, which uses perchloroethylene or “perc”, a petroleumbased solvent, the GreenEarth process uses no hazardous chemicals. It cleans with pure liquid silicone – in essence, liquefied sand – the same gentle, natural product used in many everyday shampoos, lotions and deodorants. With GreenEarth, there is nothing to dirty the air, contaminate the soil or pollute the water.

Your Name’s decision to install the environmentally-safe system puts him/her years ahead of the rest of the industry. While 85 percent of dry cleaners still use perc, the industry standard solvent since the 1950’s, it has been classified by the EPA as a toxic air contaminant and a possible to probable human carcinogen. In January 2007, California passed the nation's first statewide ban on perc, initiating a 15-year phase-out of chemicals and equipment.

Massachusetts, New York and New Jersey all are considering similar bans.

“Once we found there was an environmentally-safe alternative, we didn’t hesitate to make the investment,” said Your Name, owner of Store name in city name. “We know our customers will appreciate the difference it makes—not just for the environment, but also for their clothes.”

One of the most noticeable differences with the GreenEarth® process is the lack of that telltale “dry cleaning” odor. The benefit to clothes is also tangible. “With GreenEarth, garments just look and feel better,” said Your Name. “They are softer, with more body; colors are brighter and whites whiter.” GreenEarth’s gentle process means that Store Name’s customers can now dry clean special garments with absolutely no worry about dye-bleeding or damage to delicate beads and trim.

(NOTE The paragraph below may not apply to you. You can omit.)

The new construction site at location, city address is the first of X stores Your Name plans to open in the city name area. As he opens the door to a whole new idea in dry cleaning that is better for the earth and better for clothes, Your Name has a lot to feel good about.

More information is available by visiting store web site if available and the GreenEarth Cleaning website at www.greenearthcleaning.com.

The name GreenEarth, the GreenEarth logo, the slogan "You've never worn anything like it" and the slogan, "It's Good for Everybody" are registered service marks of GreenEarth Cleaning, LLC. Two of the world's largest companies, General Electric and Procter & Gamble, are founding members of GreenEarth Cleaning LLC.

MEDIA RELEASE DRAFT CONTACT: Your first, last name Your phone number

FOR IMMEDIATE RELEASE Month, day, 2010

Make Every Day Earth Day 12 Simple Ways to Make a Difference YOUR CITY, State  From Tallahassee to Tokyo, millions of people around the world will be observing Earth Day. First and last name, owner of Store name, is asking people to think bigger than a one-day observance.

“Earth Day is a reminder to all of us to be good environmental citizens,” Last name said. Last name founded Store name in date. He/she uses the environmentally friendly GreenEarth Cleaning process that avoids the air-polluting volatile organic compounds (VOCs) used by most other dry cleaners.

The GreenEarth Cleaning process uses a silicone-based cleaning solution that is gentle on clothes, safe for people and the planet, and has won numerous national, state and local awards for environmental business practices.

“There are a lot of simple, easy steps and changes people can make that will make a real difference for our environment,” Last name said. “Most people know about recycling and carpooling, but there are also lots of small things that people can do every day that can make a big difference—not just for the planet but for the pocketbook.”

In cooperation with Kansas City-based GreenEarth Cleaning, Store name provided this list of 12 simple ways people can make positive everyday changes to benefit their environment: 1. Power save: When you turn off lights, televisions, videos, stereos and computers when you’re done with them, you can cut power usage by 10 to 40%. A big culprit—phone chargers; unplug them as soon as they have finished charging.

2. Check your tires: Keeping your tires properly inflated can improve your gas mileage by more than 3%.

3. Ease up: Lighten up on the gas pedal and your gasoline bill. You will consume up to 25% less fuel if you drive no more than 57 mph.

4. Drive less: Plan your weekly errands so you can get them all done in a single trip. Pay your bills online and use direct deposit. You’ll save more than trees. Driving less cuts down greenhouse gases and gasoline bills, not to mention time.

5. Smart faucets: Save water and money when you shave, do dishes or brush your teeth by turning off the faucet when you aren’t using it. Turning the faucet off while you are brushing can save up to 10 gallons of water each time. Another tip: fill the kettle with only as much water as you need; it will heat faster and use less energy.

6. Fill’er up: A load of laundry can use more than 50 gallons of water, so avoid washing

lots of small loads whenever possible. Make sure to choose the lowest level of water needed for each load. Also, use warm or cold water instead of hot.

7. Enlighten your home: Replace your incandescent bulb with a compact fluorescent light bulb (funny looking swirls that fit into standard sockets). CFL’s cost more to buy but use less than a third of the power.

8. Eat fresh. Buy local: Support your local farmers and buy food produced close to your home. Your food will be fresher and your carbon footprint smaller.

9. Swap, don’t shop: Invite some friends over for a closet swap. By trading clothes instead of buying new ones, you’ll help the environment and your wallet.

10. Get insulated: Reduce energy usage by adding insulation to your home. Wrap your hot water heater and pipes with insulation to save even more energy. One $10-$20 insulated blanket can cut your CO2 emissions by 250 lbs a year.

11. Both sides now: Cut paper use in half by setting all printers and copiers you use, at home and at work, to print on both sides of the paper.

12. Patronize environmentally friendly businesses: These include garages that help do-ityourselfers dispose of waste oil properly; retailers who offer a wide selection of recycled, organic and locally produced products; restaurants that wash and reuse plates and glasses instead of disposables; and businesses that use safer alternatives to hazardous chemicals.

“We are proud to be a business that people who care about the environment can patronize with confidence,” Last name said. “Our GreenEarth Cleaning process is better for our community, our customers and our employees. We are proof that it is possible to be both ‘clean’ and ‘green’. Our customers actually prefer the way their clothes look, feel and smell with the GreenEarth Cleaning process.”

GreenEarth Cleaning was created in 1999 by several dry cleaners that were looking for a nonpolluting alternative to perchloroethylene or “perc”, a Toxic Air Contaminant dry cleaners have been using since the 1940’s. Dry cleaners using the GreenEarth Cleaning process have earned numerous environmental awards, including citations from the U.S. EPA and the states of Illinois, Colorado, Connecticut, Oregon, Pennsylvania and Wisconsin.

“We chose GreenEarth because most other alternative solvents, like hydrocarbon, are petrochemicals so they are classified as air-polluting VOCs (volatile organic compounds),” Last name said. “We wanted to make a full commitment to environmental protection by using the GreenEarth Cleaning process.” Unlike processes with harsh chemicals, GreenEarth is odorless and will not damage fabrics.

The silicone-based GreenEarth Cleaning solvent is listed as a preferred alternative to ozone-depleting chemicals in the U.S. EPA’s Significant New Alternative Policy (SNAP). Because any spill of the GreenEarth Cleaning solvent quickly degrades to sand, water and carbon dioxide, it is not regulated by hazardous waste laws such as the Resource Conservation and Recovery Act (RCRA) or the Comprehensive Environmental Response, Compensation and Liability Act (CERCLA).

Increasing regulatory pressure, concern for soil and water contamination, and other business issues have led many in the industry to search for an alternative to perc. GreenEarth Cleaning developed its patented, environmentally preferred silicone-based process in response to these industry needs and is now making the process available to dry cleaners worldwide. More information is available by visiting the GreenEarth Cleaning web site at http://www.greenearthcleaning.com/.

(Note: list of environmental awards earned by dry cleaners using GreenEarth is attached) More information is available by visiting the GreenEarth Cleaning web site at www.greenearthcleaning.com. The name GreenEarth, the GreenEarth logo, the slogan "You've never worn anything like it" and the slogan, "It's Good for Everybody" are registered service marks of GreenEarth Cleaning, LLC.

Your Name (XXX)XXX-XXXX or Tim Maxwell, GreenEarth Cleaning Toll free: 877-926-0895

No more hang-ups about hangers—Store Name introduces EcoHangers!

The paper-and-wire hangers that have been the hallmark of dry cleaning for decades are about to get a sleek—and sustainable—new look at Store Name. Since switching to the eco-friendly GreenEarth® cleaning process in XXXX, owner Your Name has been on the lookout for more ways to be “green.” New GreenEarth® EcoHangers are the latest eco-element he/she is offering to customers.

Wire hangers can be more than a nuisance piling up in your closet. Every year, Americans throw 3.5 billion wire hangers and 5 billion plastic hangers into the garbage.

EcoHangers are a new environmentally-friendly alternative. They’re made from 100% recycled paper and plastic, and the colorful designs are printed with water-based inks.

EcoHangers are manufactured in the U.S. in EPA-regulated factories and are 100% recyclable.

“We didn’t feel right offering an eco-friendly service to customers, and then using hangers that end up in the trash. EcoHangers reduce waste, which is what our customers want. They seek us out because of our commitment to the environment,” Your Name said.

Your Name made that commitment when he/she invested in GreenEarth® XX years ago. Unlike traditional dry cleaning, which uses perchloroethylene or “perc”, a petroleum-based solvent, the patented GreenEarth® process uses liquid silicone to clean clothes. GreenEarth® is clear, odorless, non-toxic and non-hazardous. In fact, it’s so

safe and gentle that it’s a common ingredient in shampoos, lotions and deodorants. The science behind GreenEarth® makes it not only better for the environment, but better for clothes too.

“Clothes come out softer and brighter than before, and the ‘dry clean’ smell is gone. Customers love the way their clothes look, and that the process we use is environmentally responsible,” Your Name said.

With EcoHangers and GreenEarth®, Store Name is on the cutting edge of dry cleaning and conservation. Store Name, at location, city address has been locally owned and operated by Your Name since XXXX, providing an eco-friendly alternative for quality dry cleaning services. More information is available by visiting store web site if available and the GreenEarth® Cleaning website at www.greenearthcleaning.com.

Your Name (XXX)XXX-XXXX or Tim Maxwell, GreenEarth Cleaning Toll free: 877-926-0895

Local “green” cleaner has eco-friendliness in the bag City Name residents no longer have to feel guilty about tossing all the plastic that comes home with their dry cleaning. Store Name, already known for its eco-friendly GreenEarth® cleaning process, is taking its environmental commitment to a new level.

Store Name is replacing its non-degradable plastic garment bags with an environmentallyfriendly alternative.

Plastic bags are a serious environmental concern—they take up space in landfills, threaten wildlife, and last for 400 years. But they are generally accepted as a necessary evil— until now. The new degradable poly bags, made by Pine Valley Polymers, look and feel just like the old ones. But their special composition allows them to break down naturally within just two years. And unlike environmentally-unfriendly plastic, the new poly doesn’t give off methane gas during the degradation process. This huge improvement is exciting news for dry cleaning customers who are concerned about their carbon footprint.

“Our customers didn’t like throwing away so much plastic, and neither did we. It doesn’t make sense to use an eco-friendly cleaning process, and then use eco-unfriendly packaging. Now that we have degradable poly, we’re an even greener cleaner,” Your Name said.

Store Name has been working to reduce their impact on the environment since XXXX, when Your Name decided to switch to GreenEarth®. Unlike traditional dry cleaning, which uses perchloroethylene or “perc”, a petroleum-based solvent, the patented GreenEarth® process uses liquid silicone to clean. It’s clear, odorless, non-toxic and non-

hazardous. In fact, it’s so safe and gentle that it’s a common ingredient in shampoos, lotions and deodorants. The science behind GreenEarth® makes it not only better for the environment, but better for clothes too.

“GreenEarth® is not only the best option for the planet, but it’s also the best for my customers. Clothes come out softer and brighter than before, and it’s gentle enough for beads, sequins, and delicate fabrics,” Your Name said.

Now that Store Name is using degradable poly, customers can rest assured that the planet is getting the same high quality care their clothes are. Using GreenEarth® and ecofriendly garment bags makes Store Name a pioneer in the dry cleaning industry—and in environmental conservation.

Store Name, at location, city address has been locally owned and operated by Owner Name since XXXX, providing an eco-friendly alternative for quality dry cleaning services. More information is available by visiting store web site if available and the GreenEarth® Cleaning website at www.greenearthcleaning.com.

Your Name (XXX)XXX-XXXX or Tim Maxwell, GreenEarth Cleaning Toll free: 877-926-0895

Store Name Greens Up Its Act with Sustainable Cleaning System Local dry cleaner Store Name has been using the eco-friendly GreenEarth® process since XXXX. Now they’re going even “greener,” with the introduction of degradable poly garment bags and 100% recyclable EcoHangers. With the addition of these features, Store Name now offers a revolutionary new way to dry clean that is “green” from beginning to end: clothes are cleaned, hung, and packaged using only ecofriendly materials.

Plastic bags are a serious environmental concern—they take up space in landfills, threaten wildlife, and can last for 400 years. But most people accept them as a necessary evil—until now. The new degradable poly bags, made by Pine Valley Polymers, look and feel just like the old ones. But their special composition allows them to break down naturally within just two years. And unlike environmentally-unfriendly plastic, the new poly doesn’t give off methane gas during the degradation process.

“Our customers didn’t like throwing away so much plastic, and neither did we. It doesn’t make sense to use an eco-friendly cleaning process, and then use eco-unfriendly packaging,” Owner Name said.

Wire hangers may not get as much publicity as plastic, but they are also an environmental problem. Every year, Americans throw away 3.5 billion wire hangers and 5 billion plastic hangers. New cardboard GreenEarth® EcoHangers are the new environmentally-friendly solution. Made from 100% recycled paper and plastic,

EcoHangers are manufactured in the U.S. in EPA-regulated factories and are 100% recyclable.

“We’re always looking for new ways to make our business more sustainable.

Now with degradable poly and EcoHangers, we have a completely ‘green’ cleaning process. Customers think it’s great—they’re keeping their clothes and the earth clean by coming to us,” Your Name said.

Store Name’s first step on the “green” path was switching to GreenEarth®, a patented process that uses liquid silicone to clean clothes, in XXXX. Unlike traditional dry cleaning, which uses perchloroethylene or “perc”, a petroleum-based solvent, the GreenEarth® process uses no hazardous chemicals. GreenEarth® is clear, odorless, and non-toxic. In fact, it’s so safe and gentle that it’s a common ingredient in shampoos, lotions and deodorants. The science behind GreenEarth® not only makes it eco-friendly; it’s also more effective cleaner.

“GreenEarth® is not only the best option for the planet, but it’s also the best for my customers. There’s no ‘dry clean’ odor, clothes come out softer and brighter than before, and it’s gentle enough for beads, sequins, and delicate fabrics,” Your Name said.

Store Name’s improvements are good news for fashion-conscious consumers who are concerned about their carbon footprint.

“Customers notice the difference almost immediately—they love it! But customers don’t just care about the great job we do—they also care about how we do it,” Your Name said.

Store Name, at location, city address has been locally owned and operated by Owner Name since XXXX, providing an eco-friendly alternative for quality dry cleaning services. More information is available by visiting store web site if available and the GreenEarth® Cleaning website at www.greenearthcleaning.com.