Story Telling and Key Messages Put together your media package Regional Communication Fora 2010 By the World Scout Bureau, External Relations & Marketing Team

©WSB | Regional Communication Fora | 2010 | page 2 Programme of the session

©WSB | Regional Communication Fora | 2010 | page 3 The Press Release

©WSB | Regional Communication Fora | 2010 | page 4 Why bother with a press release? A “good discipline” Focuses the mind Gives a journalist something to copy/work with Gives you something to send out quickly and easily

©WSB | Regional Communication Fora | 2010 | page 5 Features of a good release? Grabs the journalist straight away A4 Max + Editors Notes What, Why, Where, When, Who Make sure it’s real news (biggest, first, unexpected etc) Quotes How to get more info and images (Video)

©WSB | Regional Communication Fora | 2010 | page 6 The structure of the press release Bloc 1 Bloc 2 Bloc 3 The hook + The 5 W’s Secondary information + Quote Note to the editors: General and related information regarding the Movement Title (reflects the hook) Contact details

©WSB | Regional Communication Fora | 2010 | page 7 Your task By working in groups write a release about the regional jamboree Remember the basic rules Be prepared to share your work

©WSB | Regional Communication Fora | 2010 | page 8 The Media Package

©WSB | Regional Communication Fora | 2010 | page 9 Content of the package… Name and organisation What is the story (in 30 words or less) Why it’s interesting What support material you have/can offer - Photos - Videos - Bio of the persons to be interviewed - Contacts with possible people to interview - Quotes - Contact with Scouting partners - Dates for field visits Send material over (get the interest) Your contact details/their contact details

©WSB | Regional Communication Fora | 2010 | page 10 The Online Media Mix

©WSB | Regional Communication Fora | 2010 | page web-editors in about 12 locations One global web site Six regional sub-sites unique visitors per month YouTube (17 videos, views) Google maps (4 maps, views) Issuu (71 documents, views) Various scouts stories (from NSOs and local groups) Official Messages (Regional and central offices) Inputs on scout.org

©WSB | Regional Communication Fora | 2010 | page 12 Outputs from scout.org scout.org RSS feeds (global and regional) Twitter (900 followers) (automatic via twitter-feed) Facebook ( fans) (only selected articles) Add-this (for visitors sharing) Various Scouts sites (translated in local languages) WAP Mobile Phones (scout.org/mobile)

©WSB | Regional Communication Fora | 2010 | page 13 Screenshots from scout.org

©WSB | Regional Communication Fora | 2010 | page 14 Working groups

©WSB | Regional Communication Fora | 2010 | page 15 Packaging your story As a group put together the resources you need to make your package work Think about the hook Quotes – write some! Define the key points and messages What images will be available and when will you capture them - what are they (still or video) Where will you take the journalist? Give a 2 minute presentation of your work Group 3 works on an online media mix

©WSB | Regional Communication Fora | 2010 | page 16 Thank you for your attention! Thank you. It was quite perfect!

©WSB | Regional Communication Fora | 2010 | page 17 Thank you for your attention! The slideshows of the Regional Communication Fora are produced by the External Relations & Marketing Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm Concept and writing: Richard Amalvy Design and diagrams: Simon Bourges Photos: Archives of the World Scout Bureau © World Scout Bureau, September 2003, September 2008 © World Scout Bureau, April 2010 All rights are reserved concerning the reproduction and translations for National Scout Organizations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author. Find all resources on scout.org/media scout.org/brand