Glorified
    PRESS
  Releases
 Make your stor y stand out.➠

globalyouthfund   Creative Activist Toolkit 003
ENERGY, SINCERITY,
CLARITY OF VISION,
CREATIVITY...
Dan Eldon (1970-1993)
Creative Activist
in partnership with




globalyouthfund   Creative Activist Toolkit 003
Tip: For all the links to work, you must view this
              full screen or download the file.

            Click “Get...
glorified press releases




At some point, every                       What you want is for
social change project         ...
glorified press releases




 The most common way to get the
 media’s attention is to write a
 press release and send it to...
glorified press releases




                             There are thousands of press
                             release...
glorified press releases




So, how do you
stand out?
Let’s consider alternate
ways of communicating
your story - using wh...
glorified press releases




                                   Case Study 1:
                               Invisible Chil...
glorified press releases

                                  In 2006, the youth-led
                                  organi...
glorified press releases
 Invisible Children wanted media outlets everywhere to cover
 this event. So they created this vid...
glorified press releases

 This is, essentially, a video press
 release. Like all good press releases,
 it answered all the...
glorified press releases




                               Case Study 2:
                      Ashoka’s Youth Venture




...
glorified press releases

                       In 2009, Ashoka’s Youth Venture ran
                       a global campai...
glorified press releases




  Since we couldn’t produce a video – the winners were all far
  away from us – we produced tw...
glorified press releases
 a) Presentations
 Using photos and brief text, we created a brief presentation
 showcasing the wi...
glorified press releases
 b) Interview
 We also conducted a text interview with the top prize winner,
 15-year-old Javier F...
glorified press releases

     By creating these pieces of content, we wanted to
     achieve the following:

        produ...
glorified press releases




 As you can see on Slideshare.net, more than seven thousand
 have viewed the two presentations...
glorified press releases

  Conclusion
  In this day and age, YOU are the media. Don’t just issue press
  releases, CREATE ...
glorified press releases


   Share your “glorified press releases”
   with us. Good luck!




               Click image t...
glorified press releases


   Good luck! Share your pitch with us!




               Click image to visit our community.

...
glorified press releases


         Check out other chapters...




globalyouthfund   Creative Activist Toolkit 003
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CAT003: Glorified Press Releases

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The Creative Activist Toolkit is a series of PDF booklets designed to help today’s youth impact the world through creativity and social entrepreneurship. Produced by the Global Youth Fund and the Creative Visions Foundation, the toolkit chapters are offered free to download. Email us if you would like to contribute a chapter. This chapter helps young changemakers create press releases that will get them noticed.

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CAT003: Glorified Press Releases

  1. Glorified PRESS Releases Make your stor y stand out.➠ globalyouthfund Creative Activist Toolkit 003
  2. ENERGY, SINCERITY, CLARITY OF VISION, CREATIVITY... Dan Eldon (1970-1993) Creative Activist
  3. in partnership with globalyouthfund Creative Activist Toolkit 003
  4. Tip: For all the links to work, you must view this full screen or download the file. Click “Get File” button to download PDF. On Slideshare.net On other sites Click on “full” button to view full screen. globalyouthfund Creative Activist Toolkit 003
  5. glorified press releases At some point, every What you want is for social change project the world (or at least needs to get the word your town) to know out – in a pretty BIG way. what you’re doing. Not just to Facebook friends, classmates and In other words, you relatives. want the media spotlight. globalyouthfund Creative Activist Toolkit 003
  6. glorified press releases The most common way to get the media’s attention is to write a press release and send it to media outlets. You can still do that. But there’s one major problem... globalyouthfund Creative Activist Toolkit 003
  7. glorified press releases There are thousands of press releases sent out every day, competing not just with one another but with news events that don’t need press releases: bank robberies, murders, hurricanes, etc. globalyouthfund Creative Activist Toolkit 003
  8. glorified press releases So, how do you stand out? Let’s consider alternate ways of communicating your story - using what I call “glorified press releases.” globalyouthfund Creative Activist Toolkit 003
  9. glorified press releases Case Study 1: Invisible Children globalyouthfund Creative Activist Toolkit 003
  10. glorified press releases In 2006, the youth-led organization, Invisible Children, planned a nationwide event to raise awareness of the civil war in northern Uganda, and the innocent children caught in the conflict. com Invisible Children. They asked American youth to walk to their nearest city centers and sleep there – the same way Ugandan children have to seek shelter every night in order to avoid being kidnapped by rebel soldiers. globalyouthfund Creative Activist Toolkit 003
  11. glorified press releases Invisible Children wanted media outlets everywhere to cover this event. So they created this video: CLICK
TO
PLAY globalyouthfund Creative Activist Toolkit 003
  12. glorified press releases This is, essentially, a video press release. Like all good press releases, it answered all the key questions: who, what, where, when, why and how. But what the video did that no words can do was give TV outlets a preview of the ACTION they can film. More than anything else, that’s what TV crews want: to see action unfold. The video press release helped Invisible Children show the action they can deliver. globalyouthfund Creative Activist Toolkit 003
  13. glorified press releases Case Study 2: Ashoka’s Youth Venture globalyouthfund Creative Activist Toolkit 003
  14. glorified press releases In 2009, Ashoka’s Youth Venture ran a global campaign - Invent Your World - to recognize and support youth who are inventing for social change. (This is a campaign I helped manage.) When the time came to let the world know about the top five winners, I knew I wanted to offer something that others could easily forward or copy and paste. globalyouthfund Creative Activist Toolkit 003
  15. glorified press releases Since we couldn’t produce a video – the winners were all far away from us – we produced two other types of content instead... globalyouthfund Creative Activist Toolkit 003
  16. glorified press releases a) Presentations Using photos and brief text, we created a brief presentation showcasing the winners and another one showcasing the grand prize winner’s project. We then uploaded them to Slideshare.net. Click on images below to view them. globalyouthfund Creative Activist Toolkit 003
  17. glorified press releases b) Interview We also conducted a text interview with the top prize winner, 15-year-old Javier Fernandez-Han, and posted the interview, along with the presentations, on Change.org. Click image to read interview. globalyouthfund Creative Activist Toolkit 003
  18. glorified press releases By creating these pieces of content, we wanted to achieve the following: produce actual content, not just press releases show people who the winners are (using pictures) give reporters a taste of what an interview with the top prize winner would sound like (through quotes and our own interview) most importantly, offer content that others can easily copy/paste and forward globalyouthfund Creative Activist Toolkit 003
  19. glorified press releases As you can see on Slideshare.net, more than seven thousand have viewed the two presentations and at least 25 websites have embedded the presentations. Also, media outlets including PBS and BBC have contacted us about the winners. globalyouthfund Creative Activist Toolkit 003
  20. glorified press releases Conclusion In this day and age, YOU are the media. Don’t just issue press releases, CREATE CONTENT. You can tell your story better than anyone. Just look at how Invisible Children documented their Global Night Commute. CLICK
TO
PLAY globalyouthfund Creative Activist Toolkit 003
  21. glorified press releases Share your “glorified press releases” with us. Good luck! Click image to visit our community. globalyouthfund Creative Activist Toolkit 003
  22. glorified press releases Good luck! Share your pitch with us! Click image to visit our community. globalyouthfund Creative Activist Toolkit 003
  23. glorified press releases Check out other chapters... globalyouthfund Creative Activist Toolkit 003
  24. glorified press releases if you use this toolkit... tell us! post your “press releases” at globalyouth.ning.com. ask for feedback. let us know if this chapter helped you or how it can be improved. download and forward... share this with someone you know. you can download this chapter from slideshare.net subscribe... enter your email address at globalyouth.ning.com to get alerts when more toolkits are posted. globalyouthfund Creative Activist Toolkit 003
  25. about the author Charles Tsai is the founder and Executive Director of Global Youth Fund and also works for Ashoka’s Youth Venture as Director of Virtual Program. Previously, he worked at CNN as a reporter and producer. www.charlestsai.com creative activist toolkit thanks The Creative Activist Toolkit is a series of PDF The Creative Visions Foundation booklets designed to help today’s youth The Vancouver Foundation impact the world through creativity and social The Steve Nash Foundation entrepreneurship. Produced by the Global Youth Fund and the Creative Visions Jon and Amy Eldon Turteltaub, Joanne Marien Foundation, the toolkit chapters are offered Elaine Munro, Debbie Riopel, Jaspal Lisa Rai free to download. Email us if you would like Bruce Johnson, Brooke Kuhn, Serge Martin to contribute a chapter. Copyright ©2009 Global Youth Fund credits Feel free to pass this booklet on but you may Amy Eldon Turteltaub Executive Producer not alter the content or charge for it. You may Charles Tsai Managing Director quote brief sections if you credit Global Youth Fund and provide a link to Photos from Invisible Children, globalyouth.ning.com Ashoka’s Youth Venture globalyouthfund Creative Activist Toolkit 003
  26. Global Youth Fund 550 Pacific Street, Suite 502 Vancouver, BC V6Z 3G2 CANADA Tel: +1 (604) 628-1807 www.globalyouthfund.org

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