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Generating media coverage for you Royal Tea Prepared 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.

Whats the story?

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.

You can find a template press release that you can adapt for your group here

Please also share your story with us at stories.scouts.org.uk

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.

Through your Royal Tea Prepared Event you can demonstrate why is the Queen so important to Scouting and how Scouting contributes the local community

What quote should I use?

Make sure you get a quote from a young person. The quote should reflect their excitement of the event.

Also include the quote of an adult volunteer. What have they gained from the experience? It could be organisation skills, confidence or just the reward of helping young people have a positive experience.

When taking a picture to go with your press release try to be as creative as possible. Static or posed shots aren’t nearly as effective as action shots.

Action shots tell more of a story, try to spend some time prior to the event thinking about what activities will offer a good photo opportunity, and if there is anything you might need to bring along to help get the right shot.

Also consider your surroundings, backdrop and lighting. It is hard to get a great shot in a dimly lit Scout HQ.

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.


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