Press Release Information
See “Sample Press Release Outline” and “Sample Press Release-LS” for more on
press releases. This is all of the information you need to include in a press
release for an event or fundraiser.
1. Logo, P.O. Box, phone number and web address (upper right corner).
2. Two contacts with phone numbers and email (if available).
3. Release Timing (For Immediate Release, Media Advisory, Media Alert)
and Date.
4. Headline.
5. Dateline and Lead paragraph.
6. Prioritized paragraphs of additional information and supporting quotes –
it should be MAX one page to keep the reader interested.
a. It should be easy to read.
b. You should include at least one quote.
c. Include facts about the event (if appropriate) and about Camp
Kesem.
7. Standard summary paragraph.
8. ### or -30- to indicate the end of the release (centered).
Timeline for Sending Press Releases:
For events (i.e. reunions, fundraising event, camp session):




2 weeks before the event:
o Email press release to reporters/editors (It’s OK to send a release
to more than one person from a single publication if you have
multiple contacts.) (See sample emails below.)
1 or 2 days after email press release:
o Make a follow-up phone call to the reporter/editor to be sure
he/she received the release, ask if he/she has any questions, etc.
o If a phone number is not available, a follow-up email is fine too.
Put the title of the release in the subject of your follow-up email.
In the body of the email, simply state who you are, mention when
you emailed the release, ask if the reporter received it. Paste
the release and attach it to the email again for the reporter’s
convenience.
2 days before the event:
o Email same press release to any reporters/editors who are NOT
already confirmed to write a story and/or attend the event.
Within one week after the event:
o Send thank you emails or cards to any reporters/editors who
covered the event.
For “hot” issues (i.e. camp opening for first time, camper spots open,
funding needed):
General Timeline:
 Camp opening for first time – Send release in October/November
 Camper spots open – Send release in January/February
 Funding needed – Send release in February/March
Specific Timeline:
o 1 or 2 days after email press release:
 Make a follow-up phone call to the reporter/editor to be
sure he/she received the release, ask if he/she has any
questions, etc.
 If a phone number is not available, a follow-up email is fine
too. Put the title of the release in the subject of your
follow-up email. In the body of the email, simply state
who you are, mention when you emailed the release, ask if
the reporter received it. Paste the release and attach it to
the email again for the reporter’s convenience.
o One week after email press release:
 Email same press release to any reporters/editors who are
NOT already confirmed to write a story
o Within one week after an article is published or news story is
aired on TV/radio:
 Send thank you emails or cards to any reporters/editors
who covered the issue
Things to Include In a Press Kit








Press Release – short and to the point is best (most organizations only
read the first few lines), include contact information
Background/History page
Fact Sheet
Brief Bios of CK leaders
Testimonials
Recent press coverage (Do NOT include news stories in kits that are
being sent to media organizations – they don’t want to see what other
people have written.. since the goal is for them to write something
original)
Video (If you have one – multimedia kits are always a great idea!)
Livestrong Community Impact Project Information (for schools receiving
Livestrong Seed Money)
All of these elements should be put into a professional-looking
folder/envelope. Press Kits can be mailed electronically as well, and it is
suggested to email at least the Press Release to any organizations you are also
sending a hard copy to.
**Examples of these items may be found in the manual, but be sure to
update/edit so that they apply to your campus.
E-mail Campaigning
An e-mail campaign is an excellent way to build interest in an event, promote
attendance, solicit volunteers, and even solicit donations. Like all other
aspects of marketing and PR, you need to consider timing, potential interest
and providing complete and accurate information.
The e-mail list is the most critical aspect of planning this part of a campaign.
If your chapter produces an online newsletter or regularly updates your
website, then you can use both to solicit interest in signing up for email
information. When constructing an email for mass distribution, consider the
following:

The subject line should be succinct, eye-catching and complete, so that
people scanning their mailbox will be less likely to delete without
reading.

Contents should provide the answers to the 5 Ws and 1H.

Not all email readers work the same way, and not all email recipients
use the same format. Consider an HTML version and a plain-text
version.

Provide links to your website with more information, and other means of
contacting whoever is organizing the event.

Provide a means for the recipient to unsubscribe (even if it is just to
reply with “unsubscribe”).

Insert addresses in the BCC: box, not the To: box. This reduces the
opportunity for spammers to harvest e-mail addresses, and alerts the
recipient that you recognize the value of their privacy.