How to Make the
Most of Media
Press Releases and Media Relations
What is Media Relations?
• Working with media for the purpose of informing the
public of BBYO’s mission, programs and initiatives in a
positive, consistent and credible manner.
• How can media relations help?
– It can spread awareness about BBYO in your community,
leading to
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•
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New members
New donors
New advisors and/or staff
New community partners
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Tools Needed for Media Relations
– Press Materials
• Press Release, Fact Sheet, Media Alert
– Media List/Contacts
• Who do you send press materials to?
– Appropriate reporters and/or editors at desired publications/outlets.
• How do you find the right contact(s)?
– Google search to find reporters writing about similar topics.
– Contact the Marketing Department for further assistance.
– Photos
• What kinds of photos are appropriate for media?
– Appropriate facial expressions and gestures, BBYO “swag” if available, action shots when
related to service.
– “Experts”
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Identify an expert on the program or “voice” of the program to offer for interviews and/or include a
quote in the press release from this person.
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Press Releases
Title
Catchy, but not too long
Introduction
Who, What, When, Where
Body
Why; Other information
– Include quote from “expert”
or voice of the
event/program/etc.
Contact
Always include contact
information/web directive
Logo and Boiler Plate
“About” section
– BBYO’s Boiler Plate:
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September 08, 2011
About BBYO
BBYO is the leading pluralistic Jewish teen movement aspiring to involve
more Jewish teens in more meaningful Jewish experiences. For 90 years,
BBYO‘s leadership programs the Aleph Zadik Aleph (AZA, high school
fraternity) and the B’nai B’rith Girls (BBG, high school sorority) have been
providing exceptional leadership programs and identity enrichment
experiences, shaping the confidence and character of more than 400,000
alumni who are among the most prominent figures in business, politics,
academia, the arts and Jewish communal life. Now, BBYO’s network of
Jewish teens, alumni, parents, volunteers and philanthropists serves as the
Jewish community’s most valuable platform for delivering to the post
Bar/Bat Mitzvah audience fun, meaningful and affordable
experiences. With year-round activities in hundreds of local communities
and inspiring world-wide travel experiences, BBYO’s broad program menu
enables teens to explore areas of leadership, service, civic engagement,
Israel education and Jewish values.
Please note that BBYO should not be referred to as the B’nai B’rith
Youth Organization, but rather by its acronym “BBYO.”
For more information on BBYO, please visit www.bbyo.org.
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Example:
BBYO Stand UP and Rebuild
Title
Catchy, but not too long
Introduction
Who, What, When, Where
Body
Why; Other information
– Include quote from “expert”
or voice of the
event/program/etc.
Contact
Always include contact
information/web directive
Logo and Boiler Plate
“About” section
– BBYO’s Boiler Plate (at
end)
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Best Practices for “Pitching”
• What is pitching? What is the process?
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Pitching is sending press materials to the appropriate contact for the purpose of publication.
This is usually done via email first, with a follow-up email a week later.
• How to pitch a press release
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Include a concise personal note before copying and pasting the press release into the body of the email.
Make sure to include the “who, what when and where” in 1-2 sentences and then include a sentence about
why the publication’s audience would want to read/see this and/or would benefit from this information. Why
is it relevant?
• What to offer when pitching
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Offer photos and/or interviews with the “expert” that you have identified.
Invite the reporter to attend the event/program to see it for him or herself.
• How to manage media on-site
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Make sure you know what time he or she is arriving, have a phone contact number and have already alerted
people who you want to connect the reporter with that they will be interviewed. Make sure they are
comfortable with this first.
Make sure to identify the photos you will offer to the reporter – arrange them to include something with
BBYO on it.
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