WORKING WITH THE MEDIA
BAW provides an excellent opportunity to garner local press coverage. Your best route is through the communications office at your organization, as they are comfortable working with the media and know the local press. Be prepared to provide details about your program and the BAW campaign. Some press departments appreciate a draft release while others operate with their own standard formats and will require only the basic information on your event.
If you plan to contact the media directly, here are some effective methods:
Guide to Writing a Press Release
Here are some tips for making your release should stand out against the dozens that journalists receive every day:
Start Strong: Think of a newspaper and what attracts your attention: the title and the opening paragraph. Follow these guidelines to create a strong lead:
- Start with a concise and self explanatory headline.
- Include all the details in your opening paragraph as these elements inspire the reader to continue.
- Write short sentences and state the facts. Avoid technical terms, jargon and flowery prose.
- Consider including a quote from someone close to the project.
- Be sure to acknowledge local partners and sponsors as this adds a local human interest dimension to the story.
Get the Right Look: Press releases should be clearly labeled and easy to read. Follow these guidelines:
- Include the words ‘Press Release’ across the top of your header paper. Write the date of release, and indicate whether the information is intended “For Immediate Release,” or give an embargo date if you would prefer publicity to be held back until a specified date.
- Contact information should be clearly and prominently displayed on the top.
- Include your organization’s boilerplate, a short paragraph that describes your organization and its mission, at the bottom of the last page.
- Use one and a half or double line spacing and leave wide margins. One to two pages is standard for most releases.
- Be sure to proofread your release before sending it out.
Time Your Communication:
- Send releases by e-mail, fax, or mail (depending on the reporter’s preference) to newspaper and broadcast outlets at least four business days before an event. For media advisories, send again the day before an event.
- Send your event information to calendar editors no fewer than 10 business days before the event.
- Check with magazine news desks directly for their timelines; magazines often require several months lead time.
Follow Up: Your release is in the hands of the media—what next? Don’t just sit back and wait for the phone to ring: after a few days, contact the journalists you sent your release to. Check that everyone received the release, and find out whether they will be attending or covering the event. This is your chance to sell your event in the way that a piece of paper can’t.
The BAW Campaign Headquarters and the Dana Foundation’s News Office receive many calls from journalists looking to cover local events and will direct inquiries to your organization, provided it has information about your events. Please note that the BAW Campaign Headquarters is unable to assist individual partners in the writing or distribution of press materials.
What to Remember about Brain Awareness Week When Speaking with the Media
In alerting the media to your BAW program, remember that your participation in a global campaign may make your story more newsworthy. Here are some facts to include about BAW:
- In 2010, BAW celebrates its fifteenth anniversary.
- The goal of the campaign is to make the public more aware of the benefits and promise of brain research.
- BAW is a global partnership of government agencies, scientific organizations, universities, hospitals, service groups, professional associations, schools, and other organizations. Since its inception in 1996, more than 2,400 partners in 76 countries have participated in the campaign.
- Hundreds of BAW events take place each year. These activities are organized by partners to meet one or more of the following goals: scientific, education, or advocacy outreach.
- Consider sharing the new BAW promotional piece with the media.
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