We provide fun, challenge and adventure to
over 400,000 girls and boys across the UK
a a a  A A
Disclosures Compass POL Print Centre

Generating media coverage for a Challenge Hike

This is one of a series of guides that explain how everyday events in the life of a Scout Group, District or County can be used to generate media coverage.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

Scout challenge hikes take place across the UK almost every week of the year. They are ideal vehicles to generate positive media converge. The key to maximising their potential is to make sure that the story does not focus on the award ceremony that takes place after the event but on the adventures that each Scout gets from taking part in the event itself.

Focus on the new skills learnt and the emotions of the young people on completing the task.

What quote should I use?

Make sure you get a quote from a young person. The quote should reflect their excitement at being a part of the event and a positive experience they have gained. This could be about trying new activities for the first time, building friendships or simply enjoying an adventure.

What picture should I use?

Stay firm

Write the story you want to write. Don’t let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

Its also worth checking out the template press release


© Copyright The Scout Association 2018. All Rights Reserved.
Charity Numbers 306101 (England and Wales) and SC038437 (Scotland).
Registered address: The Scout Association, Gilwell Park, Chingford, London, England E4 7QW