Press advisories let the media know in advance about upcoming events. Press releases announce “news.” You probably have 20 seconds worth of reading time to convince a reporter that they should cover your event. Thus, releases and advisories should always be short and clearly state what the event is and why it should be covered.
Reporters only cover “newsworthy” events, in other words, events they think their audience is interested in. You need to emphasize “newsworthy” angles to the media. For example, for youth focused media emphasize the power of youth in creating a landmine-free world, and for community press emphasize the local youth takes action angle.
Press Advisories
Use press advisories to inform reporters about an upcoming event you would like them to cover, for example to announce panel discussions, conferences, marches and other actions. Advisories should be short and simple and provide the most important basic information about the event. Ideally the reporter will show up to cover the event itself, so you may want to keep some information behind and provide this only on the day of the event. Remember that the role of an advisory is to get a reporter interested in covering your event and to give them all the information they need in order to arrive at the right place and the right time!
Send out press advisories approximately one week before an event but follow up with a phone call the day before the event to make sure that they will be sending a reporter.
Sample Press Advisory:
Media Advisory
South African Students Adopt-a-Mine-Sniffing Dog
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What?
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Students at Central High School in Cape Town hand over money raised to adopt a mine-sniffing dog.
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Format:
Always write “Media Advisory” or “Press Advisory” at the top of the page.
Headline: Make sure the headline is simple and clearly explains the event being held.
Introduction: Simply explain the Who, What, Where, When, Why and How
of the event.
Schedule of Events: Include a schedule of events if possible.
Contacts: Include the contact details of group representatives.
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When?
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10h00, Tuesday, 18 September 2001
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Where?
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Gymnasium,
Central High School,
3417 Main Street,
Cape Town
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Who?
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Joan Wright, student coordinator of Students Against Landmines John Smith, Project Clear Mozambique
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Contact?
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Tim Leary
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Daytime Tel:?
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495 4930
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Evening Tel?
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496 3068
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Press Releases
Press releases announce "news," such as a youth conference opening in your community. They use an inverted pyramid format, meaning you begin with the most important information and end with the least important additional details. Timing is very important with press releases so make sure that you take into account the publication’s deadline. For example, with daily newspapers, try to send out releases earlier in the week and avoid Fridays. Ask media contacts when is the best time to send them releases. Often releases are sent out one day before an event.
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• Is what you are sending out "news?" Make sure you do not send out releases and advisories for every single meeting and event held. Only send out advisories and releases for events and activities you think the media may cover.
• When writing press advisories and releases make sure to keep them under one page. Use simple, easy to understand language and explain any technical terms used.
• Assume the reader has no knowledge of the landmines issue, so provide any necessary background information.
• Always write "Press Advisory" of "Press Release" at the top of the page, and include contact details at the bottom of the page. Make sure to include telephone numbers where you can be reached during the day and in the evening.
• Ask your peers or a teacher to proofread your work for errors.
• If you are affiliated with an organization, with their permission print advisories and releases on their letterhead.
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Sample Press Release:
PRESS RELEASE
For immediate release
YOUNG CAMBODIAN MINE SURVIVOR ARRIVES IN VANCOUVER TO LAUNCH PROJECT FOR MINE-AFFECTED CHILDREN
(April 23, 2001 – VANCOUVER) Song Kosal, an 18 year old Cambodian landmine survivor, will launch a project in Vancouver for other young Cambodian landmine survivors. This will be the start of Kosal’s tour of schools and community organisations throughout the country and has been organised by Mines Action Canada, the Canadian affiliate to the 1997 Nobel Peace Prize winning International Campaign to Ban Landmines (ICBL).
Canadian school children who take part in the project will collect new sporting equipment, non-English games and other donations for mine-affected children in Cambodia.
While in Vancouver, Kosal will also be speaking to local youth and the general public promoting awareness about the landmine issues and the challenges faced by landmine survivors and their communities.
At the age of four Kosal lost one of her legs to a landmine -- the weapon that claims the lives and limbs of approximately 26,000 people a year. As a young child, she became an active campaigner in the worldwide movement to create a total ban on the use, production, stockpiling and transfer of anti-personnel mines. This movement was spearheaded by the ICBL, Canadian NGOs like Mines Action Canada and the Canadian government.
Kosal also created the Youth Against War Treaty which is an international treaty that youth can sign to declare their support for a world free of landmines and landmine victims. Kosal presented over 263,000 signatures to the Bush administration in March at a public rally in Washington DC.
"In Cambodia, Kosal’s native country, there are more mines than children," says Nisha Sharma, Vancouver’s Youth Mine Action Ambassador. "Children are at risk in such a situation because of their natural curiosity – they sometimes pick up mines thinking they are toys, and because of their small size, kids can die from their injuries. I hope that we can help Kosal collect safe toys and games to take back to the children of Cambodia so that they don’t have to look for toys on their own."
Kosal will be in Vancouver from April 23- 25. During that time, she will be speaking to several high schools and giving a public presentation at the Canadian Red Cross, 3rd floor-4750 Oak Street.
For more information about Song Kosal’s activities or to arrange interviews, please contact:
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Nancy Ingram
Mines Action Canada
Cell: (613) 282 2019
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Nisha Sharma
Youth Mine Action Ambassador
Tel: (604) 709 6651
or cell 836 8644
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