Do Your Good Turn for America With a Great Press Release

You organize a great communitywide service event. Youth, volunteers, chartered organizations, and community service organizations are coming together to make a difference.

So how do you make sure it's not the best kept secret in town?

The answer is the press release. A simple, one-page document can help you engage the media in your community. Here are some tips for getting the most out of your press release efforts.

• Target your audience. Make a list of the media outlets that best reach the parents of Scouting-age youth in your community.
• Develop a media contact list. Put together a list of reporters and editors who cover similar events. The way to find the best contact person is to read the newspaper, or pay attention to radio and television broadcasts. Make a note of the reporters who cover Scouting, youth, family, or community-related events. If necessary, contact the media outlet and ask for the name of the reporters who cover that "beat." Be sure to gather the following information:
  • Name of assignment editor(s)
  • Name of reporter(s)
  • Phone number
  • Fax number
  • E-mail address
• Develop a news release for the event. Remember that reporters are busy people, therefore a one-page press release about your event is the ideal length.
• Before submitting a news release, consider if the item you're submitting is of interest to people outside of Scouting. Does it involve a local celebrity or distinguished person? What impact will it have on the future of the community? Does the event have a tie-in with a national or local event, initiative, or seasonal occurrence? If it's not news, don't waste your time or the reporters'.
  • Grab their attention. Choose a catchy, easy-to-read headline for your news release. Include all the pertinent details. Be sure your release includes the who, what, where, when, why, and how.
  • Proofread your release. It is important that at least two pair of eyes look it over to ensure it's accurate and free of grammatical errors.
  • Tell them who to call. Include the name and phone number of the contact person in your unit, district, or council.
• Timing is everything. If you are timing your press release with an event, the release should be distributed to local media outlets at least a week prior. Releases should be sent to weekly publications at least two weeks prior to the event. If you are unsure how much time your local newspaper or radio or television station will need, call and ask.
• A picture is worth a thousand words. Photos are an excellent way to tell a story. Choose fun action shots that best depict Scouting in your community.
• Always say thank you. Be sure to send a brief note to the reporters and editors telling them how much you enjoyed working with them.

Five Ideas to Build Media Coverage

1. Establish relationships with the media in your community. Get to know them and let them get to know you. Arrange a meeting to share the great things Scouting is accomplishing.
2. Launch a Good Turn for America service initiative with a service organization in your community. Pledge Scouting to deliver a certain number of hours to the community over the year.
3. Prepare and deliver a report card on Scouting in your community to your local newspaper. Ask them to print it.
4. Plan for coverage by developing a public relations calendar that ties to Scouting events or activities that can be shared with the media.
5. Develop a district roundtable training session on how to write a press release. Encourage volunteer leaders to promote their newsworthy items.

The Merits of Marketing (marketing.scouting.org) is a resource for local councils, developed by the Marketing & Communications Division of the National Council, Boy Scouts of America.