STEP TWO: WRITE A PRESS RELEASE

After accessing or developing a list of local media contacts, you are ready to reach out to the media. One of the most effective methods for contacting media is to send a press release. A press release is a one to two page document that tells journalists what you would like them to say about your campaign event or activity.

You can start by customizing the template press release on the campaign launch included in the Sample Materials section. You may also wish to draft additional releases about specific campaign events and activities. Press releases should provide the basic who, what, when and where information about campaign events.

Make sure the release:

• Has a “hook”;
• Gets to the point;
• Uses succinct, “quotable” quotes;
• Looks clean and is easy to read;
• Has been proofread; and
• Is no more than two pages long.

For additional tips on how to write a press release, see “How to publicize” in the “Getting Started” section on www.actionforchange.org.

Media Advisories:

Media advisories are short press releases issued several days prior to an event. The goal of a media advisory is to let journalists know about an upcoming event that they should plan to cover. Media advisories should not exceed one page in length. As a general rule, the shorter the advisory the better.

Advisories should include the following:

• Date, time and location of event;
• Names of all people and groups participating in the event;
• One sentence on why a journalist would want to cover the event;
• Information on any visuals elements being displayed at the event; and
• Contact information for questions concerning the event.

Keep in mind that an advisory is meant to entice journalists to attend an event. As a result, it should only serve as a preview of the event. It does not need to include event participant quotes or detailed information on what will be discussed at the event. For example, if you are announcing the results of new campus poll, the advisory should not include the poll results. It should only say that a poll will be released at this date and time. The full poll results should be included in the press release issued the day of the event.

Examples of Media Advisory Headlines: City College Raise Your Voice Campaign to Release Student Poll on U.S. Involvement in Iraq Senator Jim Smith Meets With Students from Raise Your Voice Campaign To Discuss Funding for Higher Education City College Raise Your Voice Campaign Leaders Takes Student Message on Iraq to State Capital 200 Students from City College’s Raise Your Voice Campaign To Visit Local Homeless Shelters