2. WRITING A PRESS RELEASE

3. FIRSTLY, IS IT NEWSWORTHY? Imagine the biggest and most frequently used button on a news desk's keyboard... Ask yourself, will your story be of interest to anyone outside of Scouting?

4. GRAB ATTENTION The beginning of a media release - just as with a magazine article, book or leaflet - is the most important. A strong headline will pull in journalists seeking good stories. Now for the body. Use the inverted triangle style of writing (most important details at the top), and try to keep your press release to one side of A4 – two maximum! Your lead... the five W’s and the H (we’ll come onto this). Information that builds or tells your story, such as quotes. Call to action, where can the reader find out more?

5. WWWWW, H Buy any newspaper, or go online, and have a read of the first few paragraphs. Can you tick these points off? The same should be said for your media release too!

6. CREATING DECENT QUOTES Don’t regurgitate the same information, enhance your media release. You likely focused on the fun, challenge and adventure of Scouting, so try to use quotes that mention the Movement’s positive impact. Quote one adult volunteer and two young people. Brief them on the context, background and three key messages of your story (without putting words into their mouth). Ask open ended questions around the type of answers you want to evoke.  What positive benefits do you get out of being a volunteer Leader?  How does being involved in Scouting make you feel? Each quote should be three short sentences – no more, no less! Just as throughout your news release, avoid jargon too. Finally, read your quotes out loud – Do they sound natural, like someone actually said them?

7. FINAL PART OF THE TRIANGLE Scouting is a key part of today's modern community, continually growing to offer fun, challenge and adventure to boys and girls aged 6 to 25, as well as adults too. To find out more, visit scouts.org.uk or call 0845 300 1818.scouts.org.uk “ ”

8. BOILERPLAT E In a media release, a boilerplate ends the story and helps journalists know more about you. If a reporter or blogger uses your piece, this can help them easily get the information they need for their article.

9. BE PREPARED The media will ask for the first and last name, as well as ages, of those pictured – so, save the journalist from calling (they’re busy people) and label your snaps! Prepared for adventure. L-R. Sophie Roberts, 12, Josh Smith, 13, Sammuel Johnson, 13. However, you normally only need to do this when you can count the number of Scouts on one hand. Where the shot features more than five or the photo doesn’t include people at all, use a relevant fact as the caption instead. This will again save the editor work, as they won’t need to be creative. It’s also a perfect way of getting in another key message. 30,000 Scouts from 216 countries and territories are at the World Scout Jamboree in Japan.

10. SHOUTING FOR SCOUTING Pick up the phone and call the journalist! Introduce yourself and ask for their name. Tell the reporter your three key messages. Request their e-mail address, as you’ve got some great quotes and fantastic pictures to send them over (this way you skip the news desk and someone takes ownership of your story)! Email your contact straight away with your pre-prepared press release. But, and that’s a big but, ensure you write your story as the main text and not as an attachment. Make your strapline the subject – “Scouts fly out to Switzerland (pictures attached)”.

11. USE SOCIAL MEDIA Unfortunately, not every story you send in will get printed! Although, don’t let your hard work go to waste. When you e-mail a reporter with a press release, also post on the newspaper’s Facebook page (before asking your friends to “like”). And remember, everyone loves a thank you. Use Twitter to follow up and @ tag the local Scouts, media outlet, journalist and anyone quoted.

12. FINALLY, REINVENT THE WHEEL? The member resources area of scouts.org.uk has loads of press release templates!scouts.org.uk stories.scouts.org.ukstories.scouts.org.uk is a great way of sharing your fun, challenge and adventure with Media Development Mangers!

13. ANY QUESTIONS?