Hands On Pulicity and Public Relations Tips

Written Media Materials Guidelines

No matter the timeliness or newsworthiness of your information, failure to comply with a few copy guidelines could derail your chances for media coverage. Written media materials that require the least amount of effort on the part of the editor have the best chance of publication. When sending any written materials (including press releases, photo releases and media alerts) to an editor or broadcaster, always make certain you do the following:

• Remember that the appearance of any news release or other correspondence reflects the professionalism of the Knights of Columbus and yourself.

• Keep the information as brief and concise as possible.

• Print releases double-spaced on 8 1/2” by 11” Knights of Columbus letterhead, if possible, using the front side only.

• Make margins at least 1” on both sides of the release for editing and making notes.

• Include the Knights of Columbus contact person’s name, title, telephone number and e-mail address in the upper right-hand corner of the release’s first page. If letterhead is not available, add the council name and address to this block of information.

• Precede your first paragraph with the city and state/province (printed in all caps) where the information originated, as well as the mailing date.

• If your story runs more than one page, use the word “more” at the bottom of each page except the last. Identify second and subsequent pages with page numbers and a reference to the subject so that the pages may be put back together in the event they become separated.

• Use the symbol “###” centered on a line by itself after the last paragraph, to indicate the end of the release.

• Standard language describing the Knights of Columbus and its mission should be included in every press release.

• For future reference, keep copies of all information you send.

• Distribute your materials by hand delivery, fax, e-mail or regular mail. Depending on the time sensitivity and various media deadlines, all modes of distribution should be considered for your distribution plan.

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Press Release Guidelines (Use for print and broadcast media.)

• Use a short, eye-catching action headline (title) on your release.
• Identify the primary purpose or goal of your release and make it your “lead” in the first paragraph. Write your lead so it will catch and hold the editor’s attention.
• Make sure that your release answers six important questions about your topic: Who, What, Where, When, How and Why.
• When writing your release, always put the most important information at the beginning. Organize the information in order of descending importance, with the least important facts at the end. (If the media cuts the release to make it shorter, most often they’ll cut the end and the most important facts will still be included.)
• Make sure the names, numbers, quotations and other factual information are correct. Make sure all quotes are properly attributed to the person quoted, including the person’s name and title.
• Keep the information factual; avoid opinions, except attributed quotations.
• For every person quoted in the release, always obtain verbal or written consent to have his or her name and statement published.
• Keep your release short and to the point. A press release should be focused, discussing one subject at a time.
• Follow up by phone to make sure your release was received. Be prepared to send another copy if an editor is interested in the story but can’t locate or can’t remember receiving the release.

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Photo Release Guidelines

• Send glossy black-and-white prints, 4” x 5” or 5” x 7”, to newspapers. Columbia magazine prefers color photographs.

• When setting up the photo, make sure the background is simple and uncluttered.

• Try to include people in the shot whenever possible. Because they will be representing the Knights of Columbus, make sure your subjects appear neat and comfortable, not posed. Also try to include some Knights of Columbus identification . . . lapel pins, council banners, jackets and T-shirts, caps, etc.

• Try to get action that tells a story into your photograph. For example, instead of getting a photo of a Knight handing over a check to a local hospital administrator (called a “grip and grin” shot), create a photo which will show the use of the donation, such as a patient using equipment, etc.

• Obtain written usage consent from every person who appears in the photograph. It is useful to have a prepared photo-consent form available on site.

• Always send a typewritten photo caption, identifying the people from left to right, with the photograph. Double-check all names and titles. Use 8 1/2” x 11” sheet of paper. Print the caption on the lower half and tape the photo on the upper half.

• Never write on the front or back of a photograph or staple it to a press release.

• Send photos only to print media. Exception: some television stations may use a photo as backdrop to an announcer telling the story.

• Follow up by phone to make sure your photo was received and see if it might be used.

• Do not request media to return photos. Produce enough copies to keep one for your files.

Note: If you have access to the technology, print media and electronic media can now use photos via an e-mail. Check your contacts to learn if they are interested in this approach.

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Media Alert Guidelines (Use for print and broadcast media)

• Send media alerts to announce an upcoming event and to encourage the media to attend.

• Type “Media Alert” at the top of the page.

• Write a catchy, short headline (title) designed to get the media’s attention.

• Keep the media alert to one page — the shorter the better.

• List the Who, What, Where, When and photos in clear simple words. Tell the media WHY they should cover this event.

• Follow up by phone to make sure your media alert was received and to see if the editor or broadcaster is planning to cover your event.

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Feature Guidelines

• Unlike “hard news” stories, which typically focus on concrete data (names, numbers, specific events, etc.), feature stories tend to concentrate on the “human interest” of personalities and personal relationships.

• A feature story may, for example, deal with personalities or the history of programs or the Knights of Columbus itself.

• Most often, a feature is written or produced by the media. You must interest the media in writing or producing it.

• To “pitch” or tell the media about a feature opportunity, you should write a short synopsis of the idea and call a specific media outlet to talk about your idea.

• After you talk, send a letter with your synopsis.

• A feature is usually offered as an “exclusive.” This means that you offer it to just one media outlet, as opposed to press releases, photo releases and public service announcements, which should be sent to all media outlets at the same time. If the first outlet declines, then you can offer it to another, and so on. Do not try to interest more than one outlet at a time in your feature story.

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Public Service Announcement Guidelines

• Use public service announcements (PSAs) to announce a Knights of Columbus community activity that is open or available to the public (e.g. Free Throw Championship or fund-raising program) or to provide information of use to the community (e.g., a message on youth safety or a family activity). Fund-raising activities for the needy, special community projects and special events would be appropriate subjects for a PSA.

• For radio, contact the public service director at the stations to identify the format for their PSAs. Most use 30-second PSA spots, but some use 60-second spots. You have two options: you can write your PSA, time it to meet the 30- or 60-second time frame by reading it out loud; or you can arrange to record your PSA for distribution to stations. Check with the stations to see what they require.

• For television, contact the stations’ public service directors to get their PSA specifications, including length and use of visuals. Visuals can usually be either a slide or brief videotape. You can supply the appropriate visuals with your script or have the PSA produced by a local production facility. Although your visuals do not have to be slick or commercial, they should be clear, interesting and professional.

• Along with the recording, it is important to provide a cover letter stating why the PSA is important and of interest to local viewers.

• Whatever format you use for radio and television, always include a typewritten copy of the message (done in all capital letters, double spaced, with the length of the announcement specified). Type “Public Service Announcement” at the top of the page.

• When writing your PSA, remember that your text will be read aloud. Read it out loud yourself to hear how it sounds.

• Make sure your PSA is addressed to the public service director of each radio or television station.

• Follow up by phone to make sure your PSA was received and is suitable for airing.

• If you are producing your own video PSA, it need not have a slick appearance, but it must meet broadcast standards. The PSA should be shot by a professional camera operator. A production company can be located by looking in the Yellow Pages of your telephone directory. Using home video would not be appropriate.

• On occasion, the Supreme Council produces radio and television PSAs which local councils can obtain free of charge to provide to local media. Councils can help get more air time for a PSA by calling the public service directors of local stations to encourage them to air the PSA, emphasizing the importance of its message to the local community.

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