Results of sample media release

I just thought I'd share the results of the sample media release I posted recently. This story, for a World Youth Day 'One year to go' event at Holy Cross College Ryde was published in the Northern District Times this morning.

As you can tell from the photo, the Times sent a photogapher out for the event's lunch session as advised in the sample media release. It's always a good thing to include the best times for photo opportunities, especially as this event ran all day.

- click on the image for a larger version -

Creating an event

This morning I attended the launch of St John's Primary School's new website. Nothing too exciting you may think, but what is remarkable is that they turned an otherwise simple and perhaps even 'boring' occasion into an event. They even got the local paper to send a photographer along and, unless there is a major news story that may bump their piece, the website launch story should get a run next week.

Normally, launching a website isn't going to produce much fan fare, and you have to be careful when promoting such a thing as 'news', so how did they do it?

1. They made it an event.
It sounds simple, but instead of announcing that the school has a new website through the newsletter, they set a time and date to host a grand unveiling of the site. And they didn't just unveil the website after short introduction either, they started with a Welcome to Country, a prayer (which was developed by the students using IT resources) and played the well-known 'Did You Know' video to frame the importance of the web and online literacy. They also made the computer lab available afterwards for interested parents to jump on straight away and discover the site.

2. They invited some VIPs.
They invited the local MP, the school's Regional Director, the website creator and the school's IT advisor. The local MP pulled out the night before, however these VIPs added some'weight' to the event and helped attract the attention of the local paper.

3. They invited parents.
Regardless of getting some good publicity, approximately 25 parents were present at the launch which occurred immediately after morning assembly. Getting parents along helped create community and will hopefully get parents spreading the news through word of mouth (the best PR there is).

4. They gave the media a week's notice.
A media release went out to the local paper last week (not last night, or heaven forbide, tomorrow after the event).

By the way, if you haven't seen the website yet, hop to it - it is seriously fantastic!

sample media release

Last post I mentioned I'd put up a sample media release, so below is a media release I sent out today to Holy Cross College's local papers. I hope it gives readers a basic understanding of basic layout, structure, timing etc.

MEDIA RELEASE

Wednesday 4 August

Holy Cross College gearing up for Madrid 2011

800 students from Catholic secondary schools across Sydney will be celebrating all things Spanish at Holy Cross College on Thursday 19 August as they prepare for World Youth Day 2011 in Madrid (WYD2011).

With España recently winning the football World Cup, students are keen to be a part of the ‘Nos Vamos a Madrid’ Spanish themed day that will kick-off the Sydney Archdiocese’s WYD2011 program.

Flamenco dancers, Spanish language lessons, and a Spanish style lunch will ensure that all students are well aware of the next location for the world’s largest youth gathering. World Youth Day attracts young people from around the globe uniting in worship with Pope Benedict XVI. The previous World Youth Day was held in Sydney in 2008.

Ryan Acosta, Holy Cross College’s Youth Ministry Coordinator says, "I am really looking forward to our celebration. It will be good to see the many months of planning come together to signify the start of the spiritual journey to Madrid 2011. The Spanish theme will make the journey to Madrid seem like more of a reality."

“I'm excited about the World Youth Day one year out celebration at our school because I get to meet students from other Catholic schools,” says Gianluca D’amico.

Jason Akkawi says, “it's great to have so many visitors at our school sharing in an amazing Catholic celebration.”

“I'm looking forward to uniting with other students to celebrate our faith,” says Christian Somers.

-Ends-

Photo Attached:
WYD2011 students 001: Gianluca D'amico, Jake Antouny, Christian Somers, Jason Akkawi prepare for Holy Cross College’s WYD2011 one year out celebration.

Media Invitation: media are invited to the WYD one year-out event.
Thursday 19 August, 10am – 2pm, Holy Cross College, 517 Victoria Road Ryde, Ph 9808 1033.

Photo Opportunities:
10am Catechesis led by Gary Pinto
11am Mass with Cardinal Pell
12pm Spanish lunch and Flamenco dancers
1pm A celebration of Spanish Culture: Flamenco dancers, Spanish language lessons

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