3

THE MECHANICS OF PUBLICITY MATERIALS

The Basics

There are certain style and presentation requirements that you should observe when submitting news releases and other publicity material to the media. Here are the main points to remember:

• Your material must be written clearly and concisely, typed neatly and reproduced cleanly.
• Keep the text objective. Personal opinions and editorial comments should take the form of a direct quote from a key person.
• Strive for absolute accuracy; proofread carefully and double check the spelling of names, figures and facts.
• Always give the name, telephone and fax number of the contact person and the issue date.
• Use standard letter-size, white paper. Type in a standard font, double-spaced with wide margins (so that your text is easy to read and edit). Type or photocopy on only one side of the sheet.
• Use letterhead paper or create a masthead for your material to make it easily identifiable and give it a professional appearance (your organization's logo or the nvw logo). This can be done using desktop publishing.

Writing publicity materials for the media also requires a knowledge of several different formats, each of which serves a particular function.

Preparing your news release

Your release should start with a heading that gives the name and address of your organization. Instructions for the release should appear in the upper right-hand corner (e.g., “release on saturday, april 25” or “for immediate release”). The name and telephone number (preferably both business and home numbers) of the contact person should appear at the bottom on the left side, with the date on the right. A typical news release for a special event will also identify a special speaker, celebrity or a member of your organization such as the president or event chairperson.

A well chosen headline will give the readers a quick overview of the story being communicated and pique their interest.

Your news release should be structured in what is known as an “inverted pyramid” to help busy editors or news directors spot the vital information easily and decide quickly whether they are interested in the story. The crucial information goes at the beginning so that editors can shorten the piece from the bottom up.

The first, or lead, paragraph provides the most important facts, generally in one or two sentences. The lead is developed in the body, generally in one or two paragraphs, giving additional information in descending order of importance. The release should end with brief paragraph that sums up or contains additional details of lesser importance.

Use the time-honoured formula to present your story: “who”, “what”, “where”, and “when” and possibly also “why” and “how” (but not necessarily in this order). Most of these points will go in the lead paragraph. Then, give prominence to the most important element (for example, the “who” if a well known person is involved and the “what” if it is an unusual or first-ever type of event). A good news release will sound as if its has been lifted from a newspaper.

Keep your news release clear, concise and brief. Use simple, direct language, relatively short sentences and paragraphs, and active verbs. Use adjectives and adverbs sparingly. Make every word count — and give it punch.

Ideally, a news release is a single page; it should never be longer than two pages. If your release goes to the second page, number the pages and put “more” at the end of the first page and add a few words at the top of the next page that identifies the release. Wherever possible, end the page with a complete paragraph. To indicate the end of the release, add “end”, “# # #” or “-30 -” in the centre of the page as the last line.

If more than one major event is planned, prepare a different release for each event and send them separately to your media contacts.

It is a good idea to read your news release aloud to test it for an on-air reading. Make sure there are no words that are difficult to pronounce or awkward phrases. Ideally, a news release written specifically for the broadcast media is desirable to ensure that it is written for the voice rather than the eye (i.e., has a conversational tone).

Depending on the type of announcement, a photograph might increase your chances for publicity. For example, a 5x7 inch black and white glossy of volunteer award winners, with a caption identifying the individuals from left to right, might be effective when sending an announcement to the local print media.

A news release should normally arrive about seven to ten days prior to the event.

Preparing your media advisory

A media advisory presents only the basic facts in a one-page, double-spaced format:

• the name of the organization
• the name of the event
• the date and place of the event
• the name and telephone number of the person to contact for more information.

Since a media advisory is intended to alert the media to an up-coming event or special week, it should be sent out well in advance (about four weeks). If you are not following up with a news release, you should send out a second notice about two weeks before the event or special week.

Preparing a feature release

A feature release is creative writing with an informational or editorial purpose. An effective feature release requires a sense of the dramatic. The story should be told with style and verbal impact.

The headline must capture the reader's attention. A strong opening is as important here as it is in a news release, and so is the ending. The piece opens with an interesting paragraph and then develops the theme through the body of the text. The final paragraph is more than a summary; it is the clincher. A one-liner, a powerful quote or a short anecdote can make either a strong beginning or a strong close.

A typical feature story about an award winner, such as the recipient of a distinguished volunteer award, would include information on the person's history with your organization, and community involvement, as well as on family and/or professional life. The text should be accompanied by a 5x7 inch black and white photograph of the individual with a typed caption. If possible, this should be an action shot showing the individual volunteering.

Never send the very same feature story to competing newspapers or competing stations. Rewrite each article with a different slant and with quotations by different people. Since each article is then unique, you are able to mark each one as “exclusive to (name of media outlet)”.

A feature release that is tied to a specific time frame, such as National Volunteer Week, should arrive at least two weeks ahead of time. In the case of a follow-up story that focuses on the success of an event, it should be hand-delivered or faxed immediately after the event.

Placing PSA's to your best advantage

A public service announcement (PSA) is usually run in off hours since advertising is sold for primetime periods. Nevertheless, they still reach a considerable audience, and competition for airtime is keen. Since PSAs are short, some stations prefer to have their own announcers read them instead playing tapes.

Before you begin, it is best to check with the public service director or program director of your radio and television stations to find out whether they have any special policies about PSAs. Some stations reserve PSA time for on-going activities and public education efforts, and cover one-time events in a community calendar; others will use PSAs for single events as well.

Choose one main point and make sure that everything in the script supports, clarifies or elaborates on the main thrust. Try to find a strong lead that grabs the audience's attention. Conclude by telling your audience what you want them to do: come to your event, call you, think about the contribution that volunteers make, etc.

PSAs can be dramatic and do not necessarily follow the “who, what, where, when, why” rules of the news release.

Timing must be exact. Scripts should be tested aloud with a stopwatch. Here's a guide to follow for length:

Since not all stations use all of these lengths for their spots, you should find out each station's requirements. If a number of formats are used, it is a good idea to write spots of several different lengths to increase your chances for airtime. Always indicate the word count and the length at the beginning of the script.

When there are specific dates, such as with National Volunteer Week, these should be clearly noted on the PSA script and in the covering letter. Mark the date that you wish the announcement to be begin and the date at which it is to be stopped (e.g., “Use between April 20 and May 3, 1992” or “Use until May 3, 1992”).

A printed script for on-the-air reading must be short, clear and easy to read. Use simple, descriptive words. Provide a phonetic spelling for unusual names in parentheses following the names. Double or triple-space the text for easier reading. Print one PSA to a page using letterhead. Read you draft out loud to make sure it reads smoothly. You may use contractions (e.g., “don't”, “can't”).

Include your organization's name and address and the contact person's name and telephone number on all materials. Give a brief title to the PSA.

Since radio stations have well defined audiences, they offer the opportunity for highly selective and specific PSAs. You may wish to consider a variety of different versions for different stations.

When you submit your PSAs, be sure to include a brief, personalized covering letter. Explain why the campaign, event or service you are coordinating is important, how it meets the needs of the people in the station's listening area, and when it is taking place. Include any background information you have prepared.

Deliver your PSA script well in advance of the date that you would like it broadcast. Since the time required to process PSAs varies from station to station (usually from two to four weeks), it is best to verify the lead time required.

Community Calendar Listings

Community calendar items are much shorter than PSAs. They usually running for 10 to 15 seconds and provide only the key facts. Since the lead time will vary from one to eight weeks, depending on the station's policy and size, it is necessary to check with the stations to find out their requirements.

APPENDIX

SAMPLES OF PUBLICITY MATERIALS
FOR NATIONAL VOLUNTEER WEEK

News releases

Sample 1
with format model

Anytown Volunteer Centre
Anytown, Anywhere
X0X 0X0

FOR IMMEDIATE RELEASE

ANYTOWN CELEBRATES NATIONAL VOLUNTEER WEEK: APRIL 26 - MAY 2, 1992

The Anytown Volunteer Centre, in conjunction with local voluntary agencies, has planned special activities to celebrate National Volunteer Week (April 26 to May 2).

A volunteer awards ceremony will take place at the City Hall, with Anna Chekhov of CJJJ Television as the guest speaker. (Anna is a well known personality who has done extensive volunteer work in our community.) Local volunteers to be recognized for their outstanding efforts are: (identify the awards program and list the names of the award recipients and the organization through which they volunteer).

During National Volunteer Week, Anytown Volunteer Centre will also be launching a pilot project that will enable disabled youth to experience a wide variety of volunteer opportunities.

National Volunteer Week is a special week set aside to thank and honour the millions of Canadians who volunteer their services to help individuals, communities and causes.

For further information, contact:

Sample 2

ANYTOWN TO HONOUR ITS VOLUNTEERS

The week of April 25 to May 2 has been designated National Volunteer Week — a special time to thank and honour community volunteers across the country. All area residents are invited to take part in the special events to celebrate the Week in Anytown.

Volunteer Anytown will host a reception at the Canadian Inn on April 30 to honour all those who volunteer their time to our many community organizations. The Anytown Board of Education and Volunteer Anytown are co-sponsoring a teen bike-a-thon on May 2 to raise funds for a special volunteer-run program for disabled children. And the Anytown Little Theatre's dramatic production entitled “The Board”, a humorous look at life on a volunteer board of directors of a community organization with controversial programs, will run from April 26 to 28.

According to Charles Wong, President of Volunteer Anytown, “We know from a detailed survey carried out by Statistics Canada in 1987 that 27 per cent of Canadians volunteer their services to voluntary organizations. And each of these 5.3 million volunteers donates an average of 191 hours a year. Locally, this means that we have approximately ----- residents who volunteer to address such urgent needs as [cite examples that are particularly important to your community].”

“In economic terms the time donated to volunteering in Anytown each year has a dollar value of about $---- [based on the average wage in the service sector]”, Mr Wong continued. “During National Volunteer Week, we hope to make the public much more aware of this enormous, though largely invisible, contribution to our community.”

The local celebrations are part of a nation-wide observance of this special week which is coordinated annually by the 190 local volunteer bureaux/centres across Canada to honour volunteers.

For information on a wide variety of volunteer opportunities available in our community, please contact Volunteer Anytown at 555-9999.

Sample 3

MAYOR PROCLAIMS NATIONAL VOLUNTEER WEEK

“I am delighted to announce that Anytown will be joining communities across the country in celebrating National Volunteer Week from April 26 to May 2, 1992”, said Mayor Melissa Dubé. The Mayor issued a proclamation today to thank the many residents who volunteer their time to help others and to improve the quality of life in Anytown.

The Anytown Volunteer Centre has planned special activities to recognize community volunteers and to celebrate National Volunteer Week. The Mayor will be hosting a reception to honour community volunteers at City Hall on April 28 at 8:00 pm, and the Mayor and the Councillors serving the refreshments. An evening of fun and festivities for all residents of all ages will take place on May 2 at 7:00 pm in the Community Hall. Many voluntary organizations will have special events during the Week to thank their own volunteers.

“Volunteers are involved in virtually every aspect of community life here in Anytown. They offer emotional support to terminally ill patients, coach little league sports teams, run our community theatre and are actively involved in so many other activities. Volunteers play an essential role in ensuring that this community remains a great place to live. That is why it is so very important to publicly recognize the work of our dedicated volunteers during National Volunteer Week — and to make all residents more aware of the scope of volunteer activity here in Anytown”, commented the Mayor.

Public service announcements for radio

Sample of a 30-second PSA
with format model

Did you know that April 26th to May 2nd is National Volunteer Week?

During this special week, communities across Canada say thanks to their volunteers.

Why celebrate National Volunteer Week?

Because volunteers are the lifeline of Anytown — the vital link that holds our community together.

Without volunteers, so many programs and services upon which Anytown relies would simply cease to exist.

So, let's all celebrate National Volunteer Week!

... A public service of [station name].

Samples of 10-second PSAs

Volunteers — they really are the vital links that hold this community together. Let's celebrate National Volunteer Week!

This is National Volunteer Week. Thank you, volunteers! You make Anytown a truly great place to live.

April 26th to May 2nd is National Volunteer Week. Let's all say a big “thanks” to Anytown's many volunteers!

It's National Volunteer Week — a chance for Anytown to thank all those who volunteer their time and services.

This is National Volunteer Week. Let's take time to thank Anytown's volunteers for the many services they provide.

It's National Volunteer Week. Let's have a big round of applause for Anytown's many dedicated volunteers!

Samples of 20-second PSAs

Who are the vital links that hold our community together? Volunteers! Why? Because they provide so many essential services that Anytown depends on. So, let's celebrate our community's volunteers. It's National Volunteer Week!

It's National Volunteer Week. Over 5,000 Anytownians do volunteer work. Stand up and be counted. For information on activities during National Volunteer Week or on how to become a volunteer, call the Anytown Volunteer Centre at 555-2222.

Did you know that April 26 to May 2 is a very special week honouring over 5,000 of Anytown's citizens? It's National Volunteer Week — a time to thank all those who volunteer their services to make our community a great place to live.

How many volunteers does it take to make a difference in someone's life? Just one! Imagine the impact that 13 million volunteers have on the quality of life in Canada. It's National Volunteer Week. Think about it!

Samples of 30-second PSAs

Volunteers are people who care enough to invest their time, their talents and their energy to help make Anytown the best community possible. They work in food banks; they tutor children; they organize fundraisers for charity. And, they do so much more! During National Volunteer Week, think about what volunteers mean to this community.

Because an elderly woman has a special friend to share her life. Because a disabled boy has gained self-esteem playing hockey on a community team. Because a mother is now able to read stories to her children. These are just a few of the reasons why volunteers are so vitally important to life in Anytown. During National Volunteer Week, let's offer a public thanks to Anytown's volunteers.

Rain or shine, Anytown is going to have a big party to honour its volunteers on April 26. This is the opening event of a 7-day celebration of National Volunteer Week. Are you a volunteer? Are you interesting in becoming one? Please join us on Saturday, April 26 at 2:00 p.m. at the Community Hall. For more information, contact the Anytown Volunteer Centre at 555-2222.

Fact Sheets for media kits

NATIONAL VOLUNTEER WEEK

• During April 26 to May 2, 1992, communities across Canada will be celebrating National Volunteer Week.
• The primary purpose of National Volunteer Week is to thank and honour people who donate their time to help fellow citizens and to support the causes they believe in. The Week also serves to reinforce the human values that volunteering represents and to increase public awareness of the vital importance of volunteerism to our communities and to Canadian society in general.
• At the community level, activities are organized by the 190 local volunteer bureaux and centres across Canada. In British Columbia, Alberta, Ontario and Quebec, the volunteer centres are supported by associations which coordinate promotional efforts province-wide.
• The Canadian Association of Volunteer Bureaux and Centres supports local community efforts and promotes the Week at the national level in partnership with the Voluntary Action Directorate of Multiculturalism and Citizenship Canada.
• During this Week, many voluntary organizations (local, regional, and national) pay special tribute to their volunteers and recognize outstanding effort.
• Local businesses offer their support; corporations serve as official sponsors for the Week at the provincial level. Mayors and local politicians issue proclamations and messages of thanks to community volunteers; the Government of Canada and many provincial governments endorse the Week.
• National Volunteer Week was first proclaimed in 1943. In Montreal, Toronto, Winnipeg and Vancouver, Women's Voluntary Services organized activities to draw public attention to the critical contributions being made to the war effort by women on the home front.
• In the late 1960s, the idea of a special week to honour volunteers was revived, and the was focus broadened to include all volunteers in the community. With volunteer centres taking the lead, this special week grew in importance during the 1970s and 1980s. By 1990, the same week in April was proclaimed in all communities across the country, thus firmly establishing National Volunteer Week as the highlight of the year for recognizing the contributions of the millions of Canadians who volunteer.

VOLUNTEER FACTS

I. THE ECONOMIC IMPACT OF VOLUNTEERISM

• Some 13 million Canadians do volunteer work, either on their own or through an organization; 5.3 million volunteer their time and skills to community groups and other voluntary organizations.
• Canadians contribute over one billion hours in volunteer time each year to voluntary organizations — the equivalent of 617,000 full-time jobs.
• Translated into a dollar equivalent, the collective value of volunteer time is $13.2 billion annually (based on the average wage in the service sector). This amount exceeds the wage bill in major Canadian industries such as forestry, agriculture, or mining and oil.
• Through volunteering, many Canadians gain new skills that can be transferred directly to the labour market.

II. CHARACTERISTICS OF VOLUNTEERS

• Women volunteer slightly more than men, although men who volunteer tend to put more actual hours in.
• Two-thirds of today's volunteers work outside the home.
• “Baby boomers” (35 to 44 years of age) are the most likely to volunteer.
• The average volunteer devotes 191 hours a year to volunteer work.
• The most common types of volunteer activity are: fundraising, organizing special events, providing information, visiting the sick and elderly, helping with childcare or homemaking services, serving as a member of a board or committee.
• The main reason people chose to volunteer is to help others in need or to support a worthy cause. Other considerations include wanting to do something satisfying and to meet new people.

SOURCES: Economic Dimensions of Volunteer Work in Canada (Secretary of State, 1990) and Giving Freely: Volunteers in Canada (Statistics Canada, 1989), both of which are based on the results of the 1987 National Survey of Volunteer Activity of Canada.

CURRENT ISSUES AND TRENDS IN VOLUNTEERISM

• The need to strengthen the volunteer base in Canadian communities has become critical. In the present era of severe fiscal restraint, voluntary organization are under tremendous pressure to meet growing social needs using extremely limited resources.
• With an increased demand for volunteers in recent years, the need to strengthen the management of the volunteer base and to provide appropriate training and resources for volunteers workers has become crucial.
• Today's volunteers come from a wider range of the population than their counterparts only a decade or two ago, and they have different expectations and motivations. A growing number of professionals, youth and New Canadians now make up the fabric of Canada's volunteer corps. These volunteers are often looking for interesting and challenging assignments, a variety of shorter term volunteer assignments and sense of personal achievement. Many are also seeking skills and experiences that can be transferred to the labour market.
• Recruitment strategies that specifically target members of ethnocultural groups are becoming more common in voluntary organizations. This will eventually result in the creation of a volunteer base that more accurately reflects the cultural and racial diversity of the Canadian population.
• An increasing number of people with special needs (e.g., disabled, socially or economically disadvantaged) want to get involved as volunteers. And there is a growing recognition that all citizens have the right to volunteer.
• Employers in the corporate sector are developing policies and practices to support and encourage their employees in their volunteer work. Corporate volunteerism, in which individuals volunteer under the auspices of the company that employs them, is also taking on greater importance in Canada.

SOURCE: Based on “Canadian Volunteerism in the 1990s” (Canadian Association of Volunteer Bureaux and Centres, February 1991).

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