{"alias":"contentPage","byline":null,"standfirst":null,"content":{"layouts":[{"type":"sidebar","areas":[{"items":[{"gridType":"RichTextBlock","content":"\u003Cp\u003EAll good media work begins with a press release, a document to share with journalists that explains your story.\u003C/p\u003E\n\u003Cp\u003EWriting a press release should focus your mind on what\u0027s important, helping you to be clear about what you want to say. The finished release should give a journalist something to work with, as they build their news story.\u003C/p\u003E\n\u003Cp\u003EPress releases have a standard format, so journalists know what they\u2019re receiving. A press release will normally be one side of A4. By crunching everything down to this size, you\u2019ll focus a complex story into a simple briefing that non-Scouts can understand. This short document should help a journalist digest the information and guide them through your Scouts\u2019 story in an order that makes sense.\u003C/p\u003E\n\u003Cp\u003EDownload our \u003Ca href=\u0022https://prod-cms.scouts.org.uk//media/zz1pbhpf/press-release-builder.docx\u0022 title=\u0022Press Release Builder\u0022\u003Epress release builder\u003C/a\u003E to help you get started.\u003C/p\u003E\n\u003Ch3\u003EThe Five Ws\u003C/h3\u003E\n\u003Cp\u003EWhen writing your press release make sure you answer the following questions, the key facts your story is built on.\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003EWho?\u003C/li\u003E\n\u003Cli\u003EWhat?\u003C/li\u003E\n\u003Cli\u003EWhen?\u003C/li\u003E\n\u003Cli\u003EWhere?\u003C/li\u003E\n\u003Cli\u003EWhy?\u003C/li\u003E\n\u003C/ul\u003E\n\u003Cp\u003EWho was there? What happened? When did it happen? Where it did it take place? Why did the event occur? Remember, a good press release is like a set of puzzle pieces \u2013 they fit together to clearly show the full picture.\u003C/p\u003E\n\u003Cp\u003EMake sure you summarise the whole story in the first paragraph of the release. A reporter should be able to grasp the details of what went on by reading this paragraph, it may be all they read if they\u2019re busy. The remainder of the release is a detailed expansion of the facts.\u003C/p\u003E\n\u003Cp\u003EThe key elements of the story we want to tell about Scouts: through our organisation, young people are given amazing opportunities to build friendships, enjoy new experiences, gain life skills, aid personal development, and enjoy everyday fun and adventures.\u0026nbsp;\u003C/p\u003E\n\u003Ch3\u003EKey messages\u003C/h3\u003E\n\u003Cp\u003EKey messages are essential in all communication. To be effective, you must identify the messages you want to deliver, using them to structure your writing.\u003C/p\u003E\n\u003Cp\u003EOur inspiring stories should align with Scouts\u2019 key messages. Here are some examples:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003EWe\u0027re Scouts and everyone is welcome here. All genders, races, and backgrounds.\u003C/li\u003E\n\u003Cli\u003EEvery week we give almost half a million people aged 4-25 the skills they need for school, college, university, job interviews, the important speeches, tricky challenges, and big dreams: the skills they need for life.\u003C/li\u003E\n\u003Cli\u003EAt a time when communities are becoming more divided, we bring people together.\u003C/li\u003E\n\u003Cli\u003EWhen many young people are struggling to find purpose and belonging, Scouts helps them develop skills, confidence, and a sense of hope.\u003C/li\u003E\n\u003Cli\u003EWe inspire positive futures and help young people find their place in the world by developing the character, employability, and practical skills they need to succeed.\u0026nbsp;\u003C/li\u003E\n\u003C/ul\u003E\n\u003Cp\u003EEvery piece of communication needs a key message, what you want the reader or listener to remember. Is it obvious? Do you know what it is? If a story you\u2019re telling doesn\u2019t have a key message that demonstrates Scouts as a modern, growing, adventure-based organisation, where young people and adults learn skills for life, why are you writing it?\u003C/p\u003E\n\u003Ch3\u003EWhich quote should I use?\u003C/h3\u003E\n\u003Cp\u003EQuotes are the most important part of any press release. A record of someone\u0027s first-hand account, good quotes are packed full of feelings and emotions, they bring a story to life. It\u2019s great to hear in a quote that someone is proud, happy, or excited.\u003C/p\u003E\n\u003Cp\u003EMake sure you get a quote from a young person. It should reflect their excitement in being a part of Scouts, including the positive experiences they\u2019ve gained. The quote might be about staying away from home for the first time, a new activity they\u2019ve tried, building friendships, skills learned or simply how much they\u2019re enjoying the adventure.\u003C/p\u003E\n\u003Cp\u003EAlso, include a quote from an adult volunteer. What have they gained from their experience? This could be them talking about becoming more confident, organised, or how they enjoy being taken out of their comfort zone. It\u2019s great to hear volunteers speak about the reward they feel in helping young people have a positive experience. Quotes like this should encourage others to volunteer.\u003C/p\u003E\n\u003Cp\u003ELastly, try to include a quote from someone outside of Scouts. A journalist will expect Scouts\u2019 members to say the organisation is great. Hearing this message from someone external can be really powerful. Words from people like a HM Lord Lieutenant, High Sheriff, Mayor, Councillor, or local celebrity can have a real impact.\u003C/p\u003E\n\u003Ch3\u003ECall to action\u003C/h3\u003E\n\u003Cp\u003EPlease include a \u2018call to action\u2019 in your press release, so a reader knows what you want them to do. Perhaps you\u2019re looking for new volunteers, so more young people can join. Your call to action might be explaining that you\u2019re opening a new Scout Troop and want the parents and carers of young people to know there are spaces available to join.\u003C/p\u003E\n\u003Ch3\u003EContact details\u003C/h3\u003E\n\u003Cp\u003EInclude your own details in the press release. That way, if the reporter needs to get any further information, they can contact you. You can also include a website with more information, or the \u003Ca href=\u0022/\u0022 title=\u0022scouts.org.uk\u0022\u003EScouts\u0027 website\u003C/a\u003E.\u003C/p\u003E\n\u003Ch3\u003EWhat images should I use with my press release?\u003C/h3\u003E\n\u003Cp\u003EInspiring photography is at the heart of our brand. Photos should show our diversity, fun, friendship, and adventures. Above all, images should promote a sense of belonging. The emphasis should be on capturing moments of connection, learning, sharing, and achievement. Images should focus on the emotional response to activities rather than simply showing the activities themselves.\u003C/p\u003E\n\u003Cp\u003EYou can find example \u003Ca rel=\u0022noopener\u0022 href=\u0022https://scoutsbrand.org.uk/catalogue/category/digital/image-library\u0022 target=\u0022_blank\u0022 title=\u0022Image library (scoutsbrand.org.uk)\u0022\u003Eimages in the Scout Brand Centre\u003C/a\u003E.\u003C/p\u003E","gtmId":"","gtmClass":""},{"type":"Promo","cta":"Read our digital safeguarding guidelines","body":"\u003Cp\u003ELearn how to keep children and young people safe when creating and using digital content.\u003C/p\u003E","link":{"name":"Recording at Scout events","id":null,"url":"/volunteers/staying-safe-and-safeguarding/safeguarding-in-the-programme/recording-at-scout-events/","newWindow":false,"target":null},"colour":"#ffe627","title":"Managing photographs and video","image":"/media/19893/62224319_2413651045576470_7528971528361213952_n.jpg?cc=0,0.12159083455840371,0,0.05181489557098632\u0026width=800\u0026height=450\u0026v=1daf3d4e033fa10","imageFocus":"","imageId":35916,"imageKey":"00000000-0000-0000-0000-000000000000","imageCrop":"","gridType":"card","gtmId":"","gtmClass":""},{"gridType":"RichTextBlock","content":"\u003Ch3\u003EWhere should I send my press release?\u003C/h3\u003E\n\u003Cp\u003EYou now need to think about your audience. Is it young people or adults? Is it a focused geographical area or a certain community?\u003C/p\u003E\n\u003Cp\u003EThere are lots of different types of outlets to consider:\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Cstrong\u003EWritten\u003C/strong\u003E (newspapers, magazines, community newsletters, and news websites). Community magazines are often delivered to every home and business in a town or village, or available for free from local supermarkets. People often retain these magazines, as they give details of local businesses such as plumbers, gardeners, and electricians. Local papers are normally available to purchase from newsagents and supermarkets, people tend to not keep these newspapers as long \u2013 they\u2019re often quickly recycled. Most local newspapers have a website and that includes items submitted by the public. Some towns will have a website and these can be useful for getting stories out too.\u003Cbr\u003E40 million people read local news media, in print and digital, every month, that\u0027s 73% of on the UK population aged 15\u002B. Online audiences are continuing to grow. 81% of British people agree that they trust news and information they see in their local news media. Scouts is a community-based organisation, so our content works brilliantly in local papers.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003ELocal radio\u003C/strong\u003E. Radio reaches a wide audience, so is good for local visibility. BBC local radio stations often cover several counties, for example \u2018Three Counties Radio\u2019 is focused on Bedfordshire, Buckinghamshire, and Hertfordshire. Local independent and commercial radio stations will reach different audiences. Independent radio stations often cater to a specific town, so their audience will be smaller. Commercial radio stations are financed by businesses and often don\u2019t have space for community pieces. Remember, most people listen to the radio whilst doing something else, so it\u2019s important to make your interview stand out!\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003ECommunity WhatsApp groups\u003C/strong\u003E.\u00A0WhatsApp groups are hyper-local, often covering just a handful of roads. They\u2019re a powerful tool, as the primary audience for any Scout Group is its immediate neighbours.\u003C/li\u003E\n\u003Cli\u003E\u003Cstrong\u003ESocial media\u003C/strong\u003E.\u00A0The \u003Cem\u003E\u003Cstrong\u003Esocial media toolkit\u003C/strong\u003E\u003C/em\u003E is a great source of information on this subject.\u003C/li\u003E\n\u003C/ul\u003E\n\u003Cp\u003EWhen you\u2019ve decided what sort of outlet you\u2019d like to work with, find out how to contact them. A good place to start is \u003Ca href=\u0022https://media.info\u0022\u003Ehttps://media.info\u003C/a\u003E where you\u2019ll find more about your local outlets.\u003C/p\u003E","gtmId":"","gtmClass":""}]},{"items":[{"type":"Image top","cta":"Get Scouts noticed in the media","body":"\u003Cp class=\u0022MsoNormal\u0022\u003E\u003Cspan style=\u0022mso-bidi-font-family: Calibri; mso-bidi-theme-font: minor-latin; mso-bidi-font-weight: bold;\u0022\u003ELearn to generate positive local media coverage on the radio, in print and online outlets.\u0026nbsp;\u003C/span\u003E\u003C/p\u003E","link":{"name":"Media toolkit","id":null,"url":"/volunteers/running-things-locally/local-media-and-member-communications/media-toolkit/","newWindow":false,"target":null},"colour":"#f1f1f1","title":"Media toolkit","image":"/media/19373/microsoftteams-image.png?cc=0,0,0,0.156671664167916\u0026width=800\u0026height=450\u0026v=1db7e27670162d0","imageFocus":"Centre","imageId":35018,"imageKey":"00000000-0000-0000-0000-000000000000","imageCrop":"Centre","gridType":"card","gtmId":"","gtmClass":""},{"type":"Image top","cta":"Write your own press release","body":"\u003Cp\u003EUnsure where to start with your press release? Use our template and get ready to share your story with the media.\u003C/p\u003E","link":{"name":"Press Release Builder","id":null,"url":"https://prod-cms.scouts.org.uk//media/zz1pbhpf/press-release-builder.docx","newWindow":false,"target":null},"colour":"#f1f1f1","title":"Try our press release builder","image":"/media/3840/pic-2_497x280.jpg?width=800\u0026height=450\u0026v=1d9becd315816d0","imageFocus":"Centre","imageId":9306,"imageKey":"00000000-0000-0000-0000-000000000000","imageCrop":"Centre","gridType":"card","gtmId":"","gtmClass":""},{"type":"Image top","cta":"","body":"\u003Cp\u003EDon\u0027t know where to begin with writing your press release? Try one of our templates to get started.\u003C/p\u003E\n\u003Cul\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/grhg3xga/scouts-go-on-a-expedition-toolkit-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022Scouts Go On An Expedition Toolkit Template\u0022\u003EScouts go on an expedition\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/pcwfeohr/scouts-take-part-in-community-project-toolkit-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022Scouts Take Part In Community Project Toolkit Template\u0022\u003EScouts take part in a community project\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/23qniuwc/top-award-event-for-young-people-toolkit-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022Top Award Event For Young People Toolkit Template\u0022\u003ETop Award event for young people\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/cziny0sn/funding-announcement-toolkit-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022Funding Announcement Toolkit Template\u0022\u003EFunding announcement\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/5heprbfw/international-adventure-toolkit-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022International Adventure Toolkit Template\u0022\u003EInternational adventure\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/cjketn5j/group-goes-on-camp-toolkit-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022Group goes on camp - Toolkit Template\u0022\u003EGroup goes on camp\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/0jnndjp2/adult-gets-award-toolkit-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022Adult Gets Award - Toolkit Template\u0022\u003EAdult gets an award\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/zq0moekm/search-for-a-new-district-lead-volunteer-toolkit-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022Search For A New District Lead Volunteer - Toolkit Template\u0022\u003ESearch for a new District Lead Volunteer\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/ho3pozs4/celebration-of-growth-toolkit-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022Celebration Of Growth Toolkit Template\u0022\u003ECelebration of growth\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/kfoj414g/opening-a-new-section-toolkit-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022Opening A New Section Toolkit Template\u0022\u003EOpening a new section\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/xkmbemwf/rememberance-event-toolkit-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022Remembrance Event Toolkit Template\u0022\u003ERemembrance event\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/1ysjiaub/national-honours-final-template-v2.docx\u0022 target=\u0022_blank\u0022 title=\u0022National Honours Toolkit Template\u0022\u003ENational Honours\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/ivqplnii/tributes-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022Obituary template\u0022\u003EObituary for a volunteer who has passed away\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/hxxj0s5c/new-building-opening-template.docx\u0022 target=\u0022_blank\u0022 title=\u0022New building opening template\u0022\u003ENew building opening\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/geufgnem/squirrels-celebrate-5th-birthday.docx\u0022 target=\u0022_blank\u0022 title=\u0022Squirrels 5th birthday press release template\u0022\u003ESquirrels celebrate 5th birthday\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/yiihhowk/beaver-scouts-40th-birthday-release.docx\u0022 target=\u0022_blank\u0022 title=\u0022Beavers 40th birthday press release template\u0022\u003EBeavers celebrate 40th birthday\u003C/a\u003E\u003C/li\u003E\n\u003Cli\u003E\u003Ca rel=\u0022noopener\u0022 href=\u0022https://cms.scouts.org.uk/media/z5roub5g/cubs-celebrate-110th-birthday-release.docx\u0022 target=\u0022_blank\u0022 title=\u0022Cubs 110th birthday press release template\u0022\u003ECubs celebrate 110th birthday\u003C/a\u003E\u003C/li\u003E\n\u003C/ul\u003E","link":null,"colour":"#f1f1f1","title":"Press release templates","image":"/media/1903/scouts-and-explorers.jpg?cc=0,0,0.10400000000000002,0\u0026width=800\u0026height=450\u0026v=1daee45e4195330","imageFocus":"","imageId":6697,"imageKey":"00000000-0000-0000-0000-000000000000","imageCrop":"","gridType":"card","gtmId":"","gtmClass":""}]}],"config":null}]},"searchDescription":"","pageType":null,"location":null,"browserTitle":"","versionDate":"17 April 2024","reviewDate":"01/01/0001","redirectUrl":"","id":79336,"nodeName":"Writing press releases","title":"Writing press releases","type":"contentPage","image":{"url":"/media/3840/pic-2_497x280.jpg?width=800\u0026height=450\u0026v=1d9becd315816d0","caption":"Young scouts drawing","type":"jpg","size":48030,"width":497,"height":280,"altText":""},"assets":null,"headerOptions":{"headerTitle":"How to write a press release","headerSubTitle":"Find out how to write a press release to send to local media to promote Scouts","headerCta":"","headerCtaText":"","headerCtaLink":"","headerBackgroundColour":"7413dc","showSEOImage":false,"headerBackgroundImage":null,"quickLinks":[]},"subHeader":"","silktide":"eyJjbXMiOiJVbWJyYWNvIiwiZWRpdG9yVXJsIjoiaHR0cHM6Ly9wcm9kLWNtcy5zY291dHMub3JnLnVrLy91bWJyYWNvIy9jb250ZW50L2NvbnRlbnQvZWRpdC83OTMzNiJ9","canonicalUrl":"https://www.scouts.org.uk/volunteers/running-things-locally/local-media-and-member-communications/media-toolkit/writing-press-releases/"}