News releases are a basic media outreach tool.  A release should provoke interest, be connected to something concrete and include a local angle.   Begin with a short, attention-grabbing headline.  Just as important is a well thought-out "news hook" – a compelling reason for the media to pursue a story.  The news hook, best included in the first paragraph (or "lead"), provides direction to the rest of the release.  The remaining paragraphs should answer the following basic questions:  Who? What? Where? When? Why? How?

Make releases concise and objective.  Include a quote from a SAR Chapter authority figure – a Chapter President or a National Officer, and explain the event or project as accurately as possible.  Limit releases to one page.   If you are sending a release to a television station, think of its visual needs.   Suggest good visuals such as hands-on work, unusual events, or celebrity appearances.   When possible, ask a SAR member with writing or media experience to assist you.   Distribute your news release one week prior to the event.

Provide photographs

A quality black-and-white photo can improve the chances of your release being used.   Take photos that show action or tell a story.  Use a professional photographer if possible.  Include a caption, taped to the of the photo, describing the scene; name everyone pictured from left to right.

SAR members may also request photos via the Press Center's Photo Gallery page.

Using fact sheets and background materials

Sometimes there is more information than can fit in a one-page news release.   When that happens, provide a media kit that includes your release, fact sheets, and other background materials, such as brochures, bios, flyers, and photographs.

SAR HQ has developed the Fact Pack (fact sheets on various topics to aid your local PR efforts), which is available in the Download Center.  For example, to publicize a local project involving young people, send a news release on your local program and complement it with the fact sheet on SAR and youth.

Yucca Valley SAR Chapter helps child protective services

(Yucca Valley, California) When the call goes out for help, the Yucca Valley SAR Chapter responds with enthusiasm.

Sally Field, Social Service Practitioner from Child Protective Services, wrote the SAR asking for donations to spruce up the rooms used by children who have been removed from their homes due to violence, abuse, abandonment, malnutrition or other problems.   Until a foster home can be found, these children only had an empty beige room in which to await their fate.

Yucca Valley SAR Chapter President John Jones, and his committee members responded by making this its first major service project of the year.  A committee, chaired by Teddi Westfall and assisted by John Jones, purchased $2,000 in furnishings, including shelves, futons, beanbag chairs and small-sized tables and chairs with a generous donation from a local retailer.  The SAR Chapter members are also buying a television, video player, toys, games and books.

The rooms are also being painted in pastel colors, and local sign painter Berry Stadum has discounted his rates and will be painting bright and happy caricatures on the walls.

According to Sally, approximately 10-20 children, infant through 18 years, use the facility each month.  The staff is looking forward to having a safe area so the children will not feel so traumatized.  The rooms will also be used as family visitation areas for families to get reacquainted in an attractive, child-safe area.  Sally extends the staff's appreciation to the SAR Chapter Yucca Valley for its generous donations and help.

Note to editors:  Berry will be paint the rooms from 10 a.m. until noon Monday, August 19, for a great photo opportunity!