Story Telling and Key Messages Put together your media package Regional Communication Fora 2010 By the World Scout Bureau, External Relations & Marketing

Story Telling and Key MessagesPut together your media packageRegional Communication Fora 2010By the World Scout Bureau, External Relations & Marketing Team

©WSB | Regional Communication Fora | 2010 | page 2

Programme of the session


The Press Release


Why bother with a press release?

• A “good discipline”• Focuses the mind• Gives a journalist something to copy/work with• Gives you something to send out quickly and easily


Features of a good release?

• Grabs the journalist straight away• A4 Max + Editors Notes• What, Why, Where, When, Who • Make sure it’s real news (biggest, first, unexpected etc)• Quotes• How to get more info and images (Video)


The structure of the press release

Bloc 1

Bloc 2

Bloc 3

The hook+

The 5 W’s

Secondary information+

Quote

Note to the editors:General and related

information regarding the Movement

Title (reflects the hook)

Contact details


Your task

• By working in groups write a release about the regional jamboree• Remember the basic rules• Be prepared to share your work


The Media Package


Content of the package…

• Name and organisation• What is the story (in 30 words or less)• Why it’s interesting• What support material you have/can offer- Photos- Videos- Bio of the persons to be interviewed- Contacts with possible people to interview- Quotes- Contact with Scouting partners- Dates for field visits• Send material over (get the interest)• Your contact details/their contact details


The Online Media Mix


• 30 web-editors in about 12 locations

• One global web site• Six regional sub-sites

• 100.000 unique visitors per month

YouTube(17 videos, 13.000 views)

Google maps(4 maps, 19.000 views)

Issuu(71 documents, 35.000 views)

Various scouts stories(from NSOs and local groups)

Official Messages(Regional and central offices)

Inputs on scout.org


Outputs from scout.org

scout.org RSS feeds (global and regional)

Twitter (900 followers) (automatic via twitter-feed)

Facebook (22.000 fans)(only selected articles)

Add-this(for visitors sharing)

Various Scouts sites(translated in local languages)

WAP Mobile Phones(scout.org/mobile)


Screenshots from scout.org


Working groups


Packaging your story

• As a group put together the resources you need to make your package work• Think about the hook• Quotes – write some!• Define the key points and messages• What images will be available and when will you capture them - what are they (still or video)• Where will you take the journalist?• Give a 2 minute presentation of your work

Group 3 works on an online media mix


Thank you for your attention!

Thank you.It was quite perfect!


Thank you for your attention!

The slideshows of the Regional Communication Fora are produced by the External Relations & Marketing Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm

Concept and writing: Richard AmalvyDesign and diagrams: Simon BourgesPhotos: Archives of the World Scout Bureau

© World Scout Bureau, September 2003, September 2008© World Scout Bureau, April 2010

All rights are reserved concerning the reproduction and translations for National Scout Organizations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author.

Find all resources onscout.org/mediascout.org/brand

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Story Telling and Key Messages Put together your media package Regional Communication Fora 2010 By the World Scout Bureau, External Relations & Marketing