PUBLICITY FOR SCHOOL VISITS AND “OPENINGS”
... When a new building or facility in a school is opened, or when a Bishop, or MP, or Mayor is visiting a school, it is worth thinking about how to get maximum good publicity for the event in the local press and media. Here are some questions to help you think this through.
The LDBS does not itself have a press and publicity department, and we are not always aware of visits or events arranged by the Governing Body or Head Teacher. Our advisers are, of course, able to help with a briefing, given sufficient notice of your event.
Action points:
1. For the Head Teacher or Governing Body
• What is the visit for?
• What story do you want the local press to pick up?
• What human interest can you include in any story? (Please see the
notes on writing a press release attached as an appendix to this document).
2. For the Bishop’s PA or Diary Secretary
• What briefing or information does the Bishop need from
the Governing Body or the LDBS?
• Have the Head Teacher and Governing Body thought about the publicity
angle and notified the local press?
• Does the LDBS know about the visit?
• Is there a message the Bishop wants to get across during his visit?
3. For LDBS Staff
• What good news about the school does the Bishop or other
invitee need to know?
• What are the difficult issues about which they need to be briefed?
• How does the visit fit in with other events in the life of the school?
• Is there a wider Deanery or Diocesan perspective that needs to be
conveyed during the visit?
If you have any questions or comments arising from this paper, please contact Pete Broadbent, the Bishop of Willesden and Chair of London Diocesan Board for Schools at : 173 Willesden Lane, Brondesbury, London, NW6 7YN. Tel: 020 8451 0189 Mobile: 07957 144674 Fax: 020 8451 4606 Email: Bishop of Willesden .
APPENDIX
WRITING A NEWS RELEASE OR PRESS RELEASE
The basic question to ask is what is the first thing you would tell somebody about the event when you meet them in the pub. Summarising that bit of good news will help you a long way in writing your press release.
1. A release should read like a news story, not a letter or report. A news story demands five facts – Who? What? Where? When? Why?
2. The first paragraph is vital. Its impact decides whether the reader will continue with the rest of your story. A useful tip is that as many of the five Ws as possible should be included in that first paragraph.
3. Interest created with the introduction must be retained throughout the story. Use your imagination as you develop the facts. These must be placed in descending order of importance as the news release will be cut from the bottom up.
4. The second paragraph should draw out the implications of your opening statement. The third paragraph should then contain detailed information – facts and figures.
5. Subsequent paragraphs can then expand on the information and comment on the implications.
6. Use a quote – this makes the story come alive by expressing personality or strong opinion.
7. Choose a simple headline that sums up the main point of the story.
8. Type your press release or news release neatly, using double spacing if possible, with a wide margin on either side. At the bottom of the last paragraph type “ends”.
9. Use standard A4 paper. Make sure the name of the school is clearly printed at the top of the first page and that at the end you give a contact name and telephone number for the person who will answer more detailed press inquiries.
10. Type at the top in large bold letters press release or news release, date it and indicate when the information can be published – “For immediate use”.
11. Try to keep your press release on one page. Two pages should only be an occasional breaking of the rules. If you have a lot to say, get the main points on to the news release and spell out the whole story in a longer information sheet to go with it.
12. When you have sent your release, be prepared for a phone call or a visit from a reporter. This means that somebody needs to be available, even out of hours, with a phone contact for the reporter. Think out what further information you want to disclose. It’s always worth following up with a phone call if the reporter fails to contact you.
Pete Broadbent
3 April 2003