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Generating media coverage for a Remembrance Day Event

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?

The story should describe how much the Scouts support and care about Remembrance Day. You want to make sure it is made clear how they support this day. They can go to a museum, visit a memorial or monument, etc. Also, talk about the tradition they have of wearing poppies on their shirts to remember past soldiers. The message should say that the Scouts care about the history and elders of their country.

What quote should I use?

When including a quote, be sure to get the quote from the scout that actually did the Remembrance Day activity whether it was visiting the museum, a memorial, etc. The quote should include how they are remembering veterans and fallen soldiers on that day. The quote should tell the story in itself.

What picture should I use?

When taking the picture to go with your press release, try to be as creative as possible. Posed, static shots aren’t nearly as good as action shots. Action photos tell more of a story.

For example, a Scout is looking for names on a monument or talking with a veteran.

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


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