Contact the local media in May and again in November when you receive your award at the Forum. You may modify the Sample Press Release or write your own.
Also contact the media when you plan major character-related events. Be sure to let the media know of any events in advance so they have time to plan coverage.
When contacting the media, be sure to let them know that the National Schools of Character (NSOC) program is administered by the Character Education Partnership (CEP). You can include contact information for Becky Sipos, CEP communications director, in addition to your local contacts when appropriate. (rsipos@character.org, 202-296-7743, ext. 20)
When writing press releases, follow these guidelines:
- Limit to one page.
- Mention the event or project in big letters near the top.
- Include one or two paragraphs explaining what you are doing and why it matters.
- Tell them what exactly they can expect to see and hear, especially for TV.
- Make the press release look nice but also clear and simple.
- Prominently display on the same page:
The date and time of the event
Where it will happen – with directions or nearby intersections
The name of the event
The name of the sponsoring organization, presumably your school
Your website if it’s relevant and up-to-date - Include the name and phone number of a contact person—someone who knows ALL the details about the event, is likely to be at the phone during office hours, who has voice mail, and who returns calls quickly. Ideally this is also the same person who will be available for interviews. Assume that a reporter will make one, and only one phone call. If you’re not there to answer the phone, you won’t get a second chance.
Be sure to let reporters and media contacts know that you have photos available.
Distribute press releases by fax, mail, and/or e-mail. If you use e-mail, include the press release in the body of the message as most reporters will not open attachments. Post your press releases on your website.
Follow up with a phone call and offer the reporter an interview. Let the reporter know who is available from your project, and what he/she can talk about. Tell the reporters WHY they should cover your story or event. You have to tell them why you’d make a compelling story for their audience.
If you get any media coverage, be sure to let CEP know by sending an e-mail to Becky Sipos at rsipos@character.org. Post links to coverage you receive on Facebook or ask Katie Hood to help you do so, at khood@character.org.
Questions? Contact Communications Director Becky Sipos at rsipos@character.org .
