The Press Release
Make Your Chapter Stand Out
WHAT IS A “PRESS RELEASE?”
• A PRESS RELEASE IS A STORY SUBMITTED TO LOCAL MEDIA
OUTLETS
• PRESS RELEASES ARE INTENDED TO ...
WHY CREATE PRESS RELEASES?
• RAISE AWARENESS OF YOUR CHAPTER’S
ACCOMPLISHMENTS
• CREATE BRAND FAMILIARITY: WHEN PEOPLE ARE...
PLAN FOR A SUCCESSFUL YEAR OF PRESS
RELEASES BY FOLLOWING THESE FIVE STEPS!
STEP #1: DETERMINE WHAT IS “PUBLICITY WORTHY”
...
STE P #1 : DE TE RMI N E WHAT I S
“PUBLI CI TY -WORTHY ”
• THI S STEP A DDRESSED THE QUESTI ON OF, “WHA T SHOULD I CREA TE...
Be the Best!
Before the year starts, make
a list of “publicity -worthy” events
that your chapter will be participating
in ...
STEP #2: DETERMINE WHO TO
CONTACT
• SEND PRESS RELEASES TO THE FOLLOWING FROM YOUR SCHOOL:
SCHOOL PAPER, SCHOOL ADMINISTRA...
Be the Best!
The people your chapter sends
press releases to throughout the
year will not change very much. It is
helpful ...
STE P #3 : WRI TE THE PRE SS RE LE ASE
VISIT THE CALIFORNIA DECA WEBSITE AND DOWNLOAD THE PRESS RELEASE
TEMPLATE THAT FITS...
STE P #4 : DI STRI BUTE PRE SS RE LE ASE S
• REFER TO STEP ONE. DURI NG STEP ONE, WE DI SCUSSED WHO PRESS
RELEASES SHOULD ...
STEP #5: FOLLOW-UP
• IT IS IMPORTANT THAT YOUR CHAPTER FOLLOWS UP WITH ANYONE WHO THEY
DISTRIBUTE A PRESS RELEASE TO, IF T...
ADDI TI ONAL N OTE S
• SEND YOUR CHAPTERS PRESS RELEASES TO YOUR STATE OFFICERS IN ORDER
TO GET RECOGNITION ON THE STATE L...
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Press Release How To Guide

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How to guide on Press Releases for California DECA chapters.

Resource created by California DECA Team 63
www.californiadeca.org

Published in: Education, Business, Technology
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Press Release How To Guide

  1. 1. The Press Release Make Your Chapter Stand Out
  2. 2. WHAT IS A “PRESS RELEASE?” • A PRESS RELEASE IS A STORY SUBMITTED TO LOCAL MEDIA OUTLETS • PRESS RELEASES ARE INTENDED TO CREATE POSITIVE PUBLICITY FOR THE ORGANIZATION THAT THEY DESCRIBE • MANY STORIES THAT YOU READ IN THE NEWSPAPER ARE PRESS RELEASES THAT HAVE BEEN PUBLISHED. THIS GUIDE WILL SHOW YOUR CHAPTER HOW TO EARN A SPOT IN THE NEWSPAPER!
  3. 3. WHY CREATE PRESS RELEASES? • RAISE AWARENESS OF YOUR CHAPTER’S ACCOMPLISHMENTS • CREATE BRAND FAMILIARITY: WHEN PEOPLE ARE LOOKING FOR A CLUB OR ORGANIZATION TO JOIN ON CAMPUS, THEY ARE MORE LIKELY TO GO WITH AN ORGANIZATION THEY RECOGNIZE • GENERATE SUPPORT FOR DECA AT YOUR SCHOOL. PEOPLE ARE MORE LIKELY TO SUPPORT SOMETHING THEY KNOW MORE ABOUT! • TAKE CREDIT FOR THE HARD WORK OF YOUR CHAPTER THROUGHOUT THE YEAR
  4. 4. PLAN FOR A SUCCESSFUL YEAR OF PRESS RELEASES BY FOLLOWING THESE FIVE STEPS! STEP #1: DETERMINE WHAT IS “PUBLICITY WORTHY” STEP #2: DETERMINE WHO TO CONTACT STEP #3: WRITE THE PRESS RELEASE STEP #4: DISTRIBUTE PRESS RELEASES STEP #5: FOLLOW-UP
  5. 5. STE P #1 : DE TE RMI N E WHAT I S “PUBLI CI TY -WORTHY ” • THI S STEP A DDRESSED THE QUESTI ON OF, “WHA T SHOULD I CREA TE A PRESS RELEA SE FOR?” IT IS IMPORTANT THAT THIS QUESTION IS ADDRESSED. PUBLISHERS WILL ONLY PUBLISH STORIES THAT THEY FIND INTERESTING OR IMPORTANT • “PUBLICITY-WORTHY TOPICS” INCLUDE: DECA WEEK ACTIVITIES, CHAPTER ACTIVITIES, FUNDRAISING PROJECTS, CHAPTER CAMPAIGNS, BUSINESS PARTNERSHIPS, COMMUNITY SERVICE, DECA COMPETITIONS, ACADEMIC HONORS (SCHOLARSHIPS, COLLEGE ACCEPTANCE, ETC.), GUEST SPEAKERS, AND CHAPTER ACCOMPLISHMENTS. • UNSURE IF SOMETHING IS “PUBLICITY-WORTHY?” ASK YOUR ADVISOR, FELLOW MEMBERS, OR YOUR PARENTS!
  6. 6. Be the Best! Before the year starts, make a list of “publicity -worthy” events that your chapter will be participating in this year! By planning out what your chapter will publicize in advance, your chapter will have more time to plan press releases for these events.
  7. 7. STEP #2: DETERMINE WHO TO CONTACT • SEND PRESS RELEASES TO THE FOLLOWING FROM YOUR SCHOOL: SCHOOL PAPER, SCHOOL ADMINISTRATORS, GUIDANCE COUNCILORS, AND SCHOOL BOARD • SEND PRESS RELEASE TO THE FOLLOWING FROM YOUR COMMUNITY: LOCAL PAPER, LOCAL NEWS, LOCAL RADIO, WEBSITES THAT PUBLISH LOCAL NEWS, CHAMBER OF COMMERCE, BUSINESSES THAT HAVE PARTNERED WITH YOUR DECA CHAPTER, PROFESSIONAL DECA MEMBERS, AND YOUR STATE OFFICERS • MANY OF THESE OUTLETS ARE NOT CAPABLE OF “PUBLISHING” A PRESS RELEASE, HOWEVER, THE GOAL OF PRESS RELEASES IS NOT ONLY TO BE PUBLISHED, BUT ALSO TO GENERATE AWARENESS BY SENDING PRESS RELEASES TO THESE OUTLETS
  8. 8. Be the Best! The people your chapter sends press releases to throughout the year will not change very much. It is helpful to assemble a contact list of these media outlets to make future press releases easier. Use the “Contact List for Press Releases Template” to help make a contact list!
  9. 9. STE P #3 : WRI TE THE PRE SS RE LE ASE VISIT THE CALIFORNIA DECA WEBSITE AND DOWNLOAD THE PRESS RELEASE TEMPLATE THAT FITS YOUR TOPIC THE BEST! CALIFORNIA DECA’S “PRESS RELEASE TEMPLATE FOR CHAPTER ACCOMPLISHMENTS” IS THE MOST BROAD TEMPLATE! USE THIS TEMPLATE FOR TOPICS THAT DON’T FIT WITH ANY OF THE OTHER TEMPLATES. TIP #1: ANSWER WHO, WHAT, WHERE, WHEN, WHY, AND HOW IN YOUR FIRST PARAGRAPH TIP #2: YOUR PRESS RELEASE SHOULD BE NO MORE THAN THREE PARAGRAPHS. INCLUDE THE MOST IMPORTANT FACTS IN YOUR FIRST PARAGRAPH BECAUSE SOMETIMES THAT IS THE ONLY THING YOUR RECIPIENT WILL PUBLISH TIP #3: KNOW YOUR AUDIENCE. YOUR AUDIENCE PROBABLY WON’T UNDERSTAND WHAT A ROLE-PLAY IS.
  10. 10. STE P #4 : DI STRI BUTE PRE SS RE LE ASE S • REFER TO STEP ONE. DURI NG STEP ONE, WE DI SCUSSED WHO PRESS RELEASES SHOULD BE SENT TO • I T I S ESSENTIAL THA T PRESS RELEA SES A RE DI STRIBUTED WI THI N TWO W EEK OF THE EVENT THA T THE PRESS RELEA SE DESCRIBES. WI THI N ONE WEEK IS IDEAL. • DELIVER Y OUR PRESS RELEA SES ON A SCHOOL OR DECA LETTERHEAD. Y OU CA N USE THE CA LIFORNIA DECA LETTERHEAD THA T I S A T THE TOP OF M OST CHA PTER RESOURCE DOCUM ENTS. • M OST M EDIA OUTLETS HA VE A PREFERRED FORM OF SUBM I SSION I .E. EMAIL/FAX/MAIL. DETERMINE WHA T THI S I S FOR EA CH M EDIA OUTLET A ND M A KE NOTE OF I T SO Y OU DON’T HA VE TO A SK M ULTI PLE TIMES
  11. 11. STEP #5: FOLLOW-UP • IT IS IMPORTANT THAT YOUR CHAPTER FOLLOWS UP WITH ANYONE WHO THEY DISTRIBUTE A PRESS RELEASE TO, IF THE MEDIA OUTLET IS CAPABLE OF PUBLISHING THE STORY (THAT MEANS IT IS NOT ESSENTIAL TO FOLLOW-UP WITH ADMINISTRATORS, PROFESSIONAL MEMBERS, ETC.) • FOLLOW-UP TWO TIMES. • THE FIRST TIME FOLLOW-UP TO ENSURE THAT THE MEDIA OUTLET HAS RECEIVED YOUR PRESS RELEASE AND INQUIRE IF THEY HAVE ANY QUESTIONS. ALSO, ASK IF THEY PLAN ON PUBLISHING YOUR STORY. IF THEY PLAN ON IT, ASK WHEN THEY PLAN ON PUBLISHING IT. • FOLLOW-UP A SECOND TIME IF YOUR STORY IS NOT PUBLISHED BY THE TIME YOU WERE TOLD IT WOULD BE
  12. 12. ADDI TI ONAL N OTE S • SEND YOUR CHAPTERS PRESS RELEASES TO YOUR STATE OFFICERS IN ORDER TO GET RECOGNITION ON THE STATE LEVEL! • NOT SURE WHAT OFFICER SHOULD HANDLE PRESS RELEASES? THIS JOB IS TYPICALLY HANDLED BY ANY OF THE FOLLOWING POSITIONS, WITH THE POSITIONS LISTED FIRST THE MOST LIKELY: PUBLIC RELATIONS, COMMUNICATIONS, HISTORIAN, VICE PRESIDENT, PRESIDENT • ESTABLISH A CORDIAL RELATIONSHIP BETWEEN DECA AND LOCAL PRESS OUTLETS BECAUSE YOUR CHAPTER WILL HAVE TO WORK WITH THEM FOR THE REST OF THIS YEAR AND HOPEFULLY MANY MORE YEARS TO COME! • MAKE SURE THE MEDIA OUTLETS YOUR CHAPTER CHOOSES ARE APPROPRIATE. A NEWSPAPER SUCH AS THE WALL STREET JOURNAL DOES NOT BELONG ON YOUR LIST. IT IS HIGHLY UNLIKELY THAT THEY WILL AIR YOUR STORY. LOCAL NEWSPAPERS, HOWEVER, ARE A GREAT CHOICE!

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