8 minute read
Chapter 3: Your Story
APPENDIX
SAMPLES AND TEMPLATES
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The exact format of a news release or statement matters far less than the content. To be sure, there are certain elements that you must include—a headline, a contact name, phone number, and email are always critical. But don’t bother yourself with whether the contact details should be on the right side of the page or the left side, or how large the headline needs to be, for example. That’s all formatting and frippery. Just make sure your subject line, headline, and story are sound, and you’ve done 95 percent of what you need to do.
MEDIA ADVISORY
Advisories are simple alerts to inform or remind reporters, editors, and producers of a media event coming up . They’re generally not intended for public consumption . Send an advance release or calendar item for events geared toward the general readership or viewership . An advisory should be short, sweet, and formatted for easy reading and quick comprehension by a busy editor .
SAMPLE
FOR PLANNING PURPOSES
Contact: Zeta Smith, 555-555-5555 or zetasmith@emailaddress .com
MEDIA ADVISORY
Governor Smith to announce new state early literacy program and $5M grant to Smithville Youth Foundation
WHAT:
Governor Jane Smith will unveil a new state initiative to promote early literacy and a $5 million grant to the Smithville Youth Foundation to run the program, in coordination with the state Division of Libraries . The new program will help an estimated 50,000 young children start reading earlier .
WHO:
Governor Jane Smith Pete Smith, state libraries director Precious Jones-Smith, president, Smithville Youth Foundation Roger Smith, early literacy coach Frances Smith, parent
WHEN:
10–10:45 A .M . Tuesday, March 17
WHERE:
Smithville Youth Foundation, 555 Smith Road, Smithville, NY Livestreamed on the Smithville Youth Foundation website, siteaddresshere .com
RSVP / CONTACT:
Zeta Smith, 555-555-5555 or zetasmith@emailaddress .com . The day of the event, contact Alpha Smith, 555-555-5555
TEMPLATE
FOR PLANNING PURPOSES
Contact: Person’s name, phone number with area code, and email address
MEDIA ADVISORY
Headline goes here, directly stating what will happen and the impact
WHAT:
A summary line goes here recapping and providing more detail than in the headline . Include dollar amounts, number of people affected, and any other details you have at hand .
WHO:
Put the names of the speakers and other major attendees here . Include only the people who are guaranteed and confirmed . Highlight any real people you have confirmed .
WHEN:
The time, day of the week, and the date go here .
WHERE:
Include the exact location and any directions that attendees might need to know here . Link to exact directions if you are able . Include information on where to park, signage, and landmarks . If it’s being livestreamed or is a virtual event, include a URL or details on how to get the meeting link .
RSVP / CONTACT:
Include contact information for reporters to RSvP and, if needed, a different day-of-event contact as well .
NEWS RELEASE—EVENT PREVIEW
This type of news release is designed to increase public awareness of an upcoming public event—for example, a community fair, a school open house, or a training session . Local media outlets are very likely to simply run your story verbatim rather than write their own, unless it’s a certifiable big deal .
SAMPLE
NEWS RELEASE SMITHVILLE SCHOOL DISTRICT
October 24, 2021 Contact: Person’s name, phone number (with area code), and email address
Families can learn about Smithville Elementary School programs at November 5 open house
More than 700 eligible families across Smithville County interested in learning about Smithville Elementary School programs are invited to its annual open house on Saturday, November 5 . Students can tour classrooms, meet their future teachers, play games, and meet current students . Parents can talk with teachers, hear from a panel of current parents, and learn about educational technology and next school year’s plans . “We hope that all our families can enjoy the day and learn more about what their children will be learning and experiencing next year,” said Smithville Elementary Principal Joseph Meyer . Doors will open at 9 a .m ., with an optional presentation for new Smithville-area families at 9:30 a .m . Tours begin at 9:15 a .m . and run every 30 minutes . The open house will run until 12:30 p .m . Parents can register their children on-site for next year at the open house, pick up paperwork to take home and mail back, or log on to smithvilleschoolswebsite . com to register online . The school is located at 555 Smithville Avenue, Smithville, NY . Plenty of on-site parking is available; follow the signs to the main entrance from the parking lot . For more information, call the school office at 555-555-5555 .
TEMPLATE
NEWS RELEASE SMITHVILLE SCHOOL DISTRICT
Date of Release Goes Here Contact: Person’s name, phone number (with area code), and email address
Headline goes here, with enough information to grab someone’s attention; include the date of event
The lead paragraph here includes all the basic information of who, what, when, where, why, and how . Because this is an event preview, make sure to include the day of week and date . The second paragraph provides more details about what will be happening at the event and who can participate . Will there be presentations, interactive activities, panels, Q&As, tours? Are there age limits? Will there be special speakers who will be known to the public? “The third paragraph, here, should be a quote about the event, reinforcing the key points above,” said Organizer’s Name and Title . The fourth paragraph needs to have details about the timing, schedule, or other arrangements . Provide enough information so attendees can figure out their plans without having to call or check your website . The fifth paragraph can feature other information that people need to know about the event, the sponsor, or the procedures or protocols . The sixth paragraph should include the full address, information on parking or directions, and public contact information .
NEWS RELEASE—HARD NEWS
A hard-news release is the most common type that you’ll be writing . They are meant to be complete stories announcing your basic news: new funding, new programs, business start-ups, expansions, etc .
SAMPLE
NEWS RELEASE SMITHVILLE YOUTH FOUNDATION
October 24, 2021 Contact: Person’s name, phone number (with area code), and email address
New summer teen jobs program to launch in Smithville
To help local teenagers find their first job, about 50 area businesses will join forces in a new summer jobs program, the Smithville Youth Foundation announced Tuesday . About 150 teenagers will be accepted into the program to work at jobs ranging from retail clerk to lifeguard, camp counselor to automotive tech, Foundation President Geraldine Smith said . “It’s tough for teenagers to land their first job without any experience,” she said . “We’re extending a helping hand and providing a structure and support to these first-time job seekers . ” The new initiative is supported with funds from the state Department of Labor . State Senator Adam Clayton Smith, who pushed for the funding in the last legislative session, said the new initiative is a win-win for employers and teenagers alike . “Our business community needs these entry-level workers to provide a steady stream of talent, creating a pipeline to fill future openings,” he said . “Teenagers need extra support to fine-tune their applications and get help preparing for interviews . ” The program will begin accepting applications in January and the new hires will start working in May after a mandatory two-day paid onboarding workshop to cover various soft skills, the Foundation’s Smith said . Applications will be accepted at smithvilleyouthfoundationwebsite .com or available from high school guidance offices . Additional employers are still being sought to match with potential employees . For information, contact the Foundation at 555-555-5555 .
TEMPLATE
NEWS RELEASE SMITHVILLE HIGH SCHOOL
Date of Release Goes Here Contact: Person’s name, phone number (with area code), and email address
Headline is straightforward with who is saying it and why
Organization’s name Leader’s name issued the following statement today: The first sentence should convey the basic facts of the case and the context that makes it important. The second sentence should express empathy and reassure participants or stakeholders. The third or fourth sentences should provide any important background of details that don’t directly relate to the lead. The fifth sentence should include contact information and other loose-end details. The final sentence should state your commitment to sharing more information; if possible, try to let the media know an exact time when the next update will be coming out.
ABOUT THE AUTHOR
Dan Shortridge is a communications and marketing consultant with more than 20 years of experience in the trenches of local public relations and daily newspaper journalism. He’s worked for state and local government agencies, leading PR and marketing for Delaware’s housing and community development agency and the state’s agriculture department, as well as helping support private businesses and regional nonprofit organizations. He also handled communications and marketing for a countywide vocational-technical school district.
Before entering public service, he worked for 11 years as a reporter, copy editor, and designer at local newspapers in Delaware, Maryland, and Ohio. A national award–winning reporter, he was part of a team that won a national Sigma Delta Chi Award for Public Service Journalism from the Society of Professional Journalists and was an Ochberg Fellow with the Dart Center for Journalism and Trauma.
Dan’s articles on crisis communications, social media marketing, and recruitment marketing have been published in national business-to-business magazines and statewide business publications. He is the coauthor of three local-interest books about Delaware and Maryland’s Eastern Shore. Dan holds a master’s of education in instructional design and a bachelor’s degree in business administration–marketing, both from Western Governors University.
He lives in Delaware with his wife, Rachel, and their children.
