My previous post gave some tips on writing a media release for teachers. This post will look at the equally important aspect of sending it out.
Contacting print media.
A phone call is best, but don’t call when a paper is on deadline (see below). Ask for the editor or editorial department. Briefly let them know what is happening and when, let them know you will send a release through with more information.
Timing
The media release goes out BEFORE the event: Yesterday’s news won’t go far. Who cares what happened last week or last fortnight? Editors and journalists love to know what WILL be happening.
When to hit send: Most media releases coming from schools will focus on local news items and therefore the intended recipient is the editor of the local paper. Local papers are usually published early each week. If an editorial team are on deadline to publish Tuesday, sending a media release out on Monday afternoon won’t get much of a look in – better to save it for sending on Tuesday or Wednesday.
Local papers don’t have a daily turnaround. So if your event is on the Friday. Don’t send the release Thursday afternoon and expect them to rush out a photographer. Their schedule is already booked. Send your release a 3-4 working days before the event.
next time: a media release sample
Friday, July 30, 2010
Thursday, July 29, 2010
Some tips on writing a media release
Writing a media release is an important function of anyone involved in a communication or marketing role at their school. It is however much, much different to writing an entry for the school's weekly newsletter or writing a wrap-up of a special event for the year book. Writing it is just the first part - there are also a few rules to sending out the release as well.
Remember, the media release is used to grab the attention of the journo and provide them with some background info and some quotes. They do not want 3 pages of essay like material. If a journo wants more info they will ask for or it. So keep your release to 1 A4 page, text should be 1.5 spaced minimum ensuring plenty of white space for clarity.
Writing a media release:
1. Catchy, but not cheesy headline: Keep the headline short and simple using less than ten words.
2. Put a date on the release: '29 July' will suffice. More on this next in my next post 'Sending a media release'.
3. Identify the angle: A good story should have the following elements: facts, timeliness, newsworthiness. Make sure your story is newsworthy. A story from the back page of the school newsletter may not be the most important story to the local editor.
4. Write in 3rd Person: Keep the release objective. Don't express personal opinions or ideas unless they are in quotes (see point 5). Don't use words like 'I' or 'We'.
5. Provide quotes: This can make an average media release a great one. Get a quote from the Principal, but make sure you get a quote from the teacher who is directly involved in the event and also get some quotes from students. Quotes from students are great for adding perspective and you usually get some great 'off the cuff' material that local papers love.
6. Media/Photo Opportunity or Images Attached: If your event is coming up, make sure you state that the media are invited to come along and grab some photos. If your news item wasn't so much an event or the event has passed (see more on my next post 'Sending a media release'), include one or two high resolution images of the subject with a short caption.
7. Include your name, contact number, school address, in the footer of the release.
Happy writing!
Remember, the media release is used to grab the attention of the journo and provide them with some background info and some quotes. They do not want 3 pages of essay like material. If a journo wants more info they will ask for or it. So keep your release to 1 A4 page, text should be 1.5 spaced minimum ensuring plenty of white space for clarity.
Writing a media release:
1. Catchy, but not cheesy headline: Keep the headline short and simple using less than ten words.
2. Put a date on the release: '29 July' will suffice. More on this next in my next post 'Sending a media release'.
3. Identify the angle: A good story should have the following elements: facts, timeliness, newsworthiness. Make sure your story is newsworthy. A story from the back page of the school newsletter may not be the most important story to the local editor.
4. Write in 3rd Person: Keep the release objective. Don't express personal opinions or ideas unless they are in quotes (see point 5). Don't use words like 'I' or 'We'.
5. Provide quotes: This can make an average media release a great one. Get a quote from the Principal, but make sure you get a quote from the teacher who is directly involved in the event and also get some quotes from students. Quotes from students are great for adding perspective and you usually get some great 'off the cuff' material that local papers love.
6. Media/Photo Opportunity or Images Attached: If your event is coming up, make sure you state that the media are invited to come along and grab some photos. If your news item wasn't so much an event or the event has passed (see more on my next post 'Sending a media release'), include one or two high resolution images of the subject with a short caption.
7. Include your name, contact number, school address, in the footer of the release.
Happy writing!
Tuesday, July 27, 2010
The Education Communication landscape
When I tell friends that my work involves helping publicise and promote Catholic schools in the Inner Western Region of the Catholic Education Office, Sydney, most give me a familiar look as though I've got the cruisiest job in the world. Sure, helping these schools achieve positive media exposure and procurring positive messages about them is fun and engaging (and thus why people may think it is cruisy) however communicating with a range of publics, both internal and external for a variety of primary and secondary schools is no walk in the park.
Similarly, within the PR scene, many Comms practitioners scoff at the work required to promote and publicise schools. Of course, you would think, 'how hard is it to pitch a feel good news story about students achieving excellent results or school events that bring the wider community together?' Ensuring that these messages are heard and acted upon is only the start.
The education landscape in Sydney is a very competitive one. There are public schools, private independent schools of various faith traditions and Catholic systemic schools competing for the attention of current and potential parents, and the community through individual campaigns, local media, and increasingly online. Ensuring that each school's key messages gets heard ensures that the communication and marketing functions of individual schools and systems are tested daily.
So what is this blog all about? It will be a place for me to reflect on my role and share PR/Communication/Marketing/Media tips that may be just mean the difference between a school with a healthy public profile and one that is in serious need of a jump-start. The blog will also be a place where best-practice from the PR/Communciations sector is shared and applied to the education sector.
Similarly, within the PR scene, many Comms practitioners scoff at the work required to promote and publicise schools. Of course, you would think, 'how hard is it to pitch a feel good news story about students achieving excellent results or school events that bring the wider community together?' Ensuring that these messages are heard and acted upon is only the start.
The education landscape in Sydney is a very competitive one. There are public schools, private independent schools of various faith traditions and Catholic systemic schools competing for the attention of current and potential parents, and the community through individual campaigns, local media, and increasingly online. Ensuring that each school's key messages gets heard ensures that the communication and marketing functions of individual schools and systems are tested daily.
So what is this blog all about? It will be a place for me to reflect on my role and share PR/Communication/Marketing/Media tips that may be just mean the difference between a school with a healthy public profile and one that is in serious need of a jump-start. The blog will also be a place where best-practice from the PR/Communciations sector is shared and applied to the education sector.
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