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Media Guide

This guide was produced For further help and advice with the kind support of: please contact the DofE’s Communications Team T: 01753 727400 E: [email protected] Introduction

PR is a planned effort to develop awareness and understanding between an organisation and the public by arranging opportunities for exposure in the media. This could be through articles published in local, regional or national newspapers and magazines, radio and television or online.

Everyone involved with the DofE knows, and has the evidence to prove, the benefits and outcomes for young people who get the chance to do their DofE. Whilst nationally and regionally we promote the DofE at every opportunity, we rely on everyone connected with the DofE to support this by raising the profile locally.

The value of local PR cannot be underestimated - It is estimated that local newspapers are read by nine out of 10 adults every week and they tend to stay around in the home longer than any other. - People are actively interested in what is happening in their area. They are likely to seek out and read/listen to/watch articles, posters and advertisements which are relevant to them. This applies to both off and online news. - It is estimated that 50% of stories that appear in the local press are the result of public sending in the stories.

Because you do not pay the media to cover your story, there is no guarantee that it will appear in exactly the way that you intend, hence it is important to prepare your story and press release and to develop a good relationship with the press.

We have produced this guide to help support you with your local media activities. Together, we can raise the profile and awareness of The Duke of Edinburgh’s Award and create a positive image of young people to the press. Media coverage can also help attract new adult volunteers and donors both locally and nationally. Contents Understanding the media...... 1 Roles of the media...... 1 The media themselves...... 1 What the media likes...... 1 What the media hates...... 1 What makes the news?...... 1 Different forms of news...... 2 What the media is looking for...... 2 Local information is vital...... 3 Getting a story into the press...... 3 Your key messages...... 4 Examples...... 4 People...... 4 Preparing for an interview...... 5 Top interview tips...... 5 Seven steps to a successful interview...... 6 Off the record...... 6 Types of questions...... 6 Bridging...... 7 The ABC rule...... 7 Jargon busting, phrases and words to avoid in interviews...... 8 Telephone interviews...... 9 Press interviews...... 9 Radio interviews...... 10 Television interviews...... 10 Structured responses – A FORM...... 11 How to write a press release...... 11 What to include and structure...... 11 Key points to remember...... 12 Case studies and personal stories...... 13 Photographs...... 13 How to issue your press release...... 14 Royal visit publicity...... 14 Further support and information...... 15 Notes to editors...... 28

Appendix 1 – sample DofE press release (Royal visit) Appendix 2 – sample DofE press release (Individual: Pre-Gold Award Presentation) Appendix 3 – sample DofE press release (DofE centre / Licensed Organisation: Post-Gold Award Presentation) Appendix 4 – sample DofE press release (Announcing DLC partnership) Appendix 5 - sample DofE press release (LO plaque presentation) Appendix 6 - sample DofE press release (New LO plaque presentation) Appendix 7 – press release template Appendix 8 – Further information about the DofE 099ea2b7dd898a05ec1bb1f776211aea.doc Understanding the media

There is a distinct formula to what news appears in our papers and on our screens, and the media believes it has a very important role (perhaps a mission for some) in bringing the news to the general public.

Roles of the media - To inform, educate and entertain. - Uncover the facts, the truth. - To be a watchdog, inform about wrong-doing. - Above all, their mission is to deliver the news.

The media themselves - Their deadlines are real – few jobs are as pressurised. - They want a good story, not a free lunch, or any other freebies. - It’s in their interest to get the story right – major mistakes usually result in on-the-spot dismissal. - They know the power that they have to make or break a company or individual.

What the media likes Get the media on your side by giving them what they want. They remember anyone who responds quickly and has interesting things to say.

- Above all – a good story, a good picture, good footage. - To know who, what, when where, why and how or how much. They are trained to do this and every interview will include these questions. - To know all the facts first and the implications second. - To know all sides of the story. - A variety and contrast of opinions. - A swift response to their request for information. - Openness, access and helpfulness. - An exclusive.

What the media hates By understanding what the media dislikes, you can save a lot of time and frustration. - “No comment” - Late responses or no response at all - Aggressive interviewees - Being contacted on their deadlines - Irrelevant information - Half a story – a lack of basic facts to support a story - Being contacted when it’s too late to cover the story - Potential interviewees who won’t make themselves available swiftly - Fluff – a story which is too soft to use - Blatant plugs for a company, event, product or organisation, including branding - Old news – they won’t cover a story already been printed elsewhere - Being let down after being told that a story/interview will go ahead - Being told how to do their job - Interviewees/public relations people unfamiliar with the publication or programme.

What makes the news? Anything that has one or more of these: - It’s new - It’s significant - It’s interesting

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Different forms of news - Daily news – hard news around events of that day. - Weekly news – hard news around events of the previous week, usually regional papers or trade magazines. - Features – articles/reports of longer length, which give an insight into a topical issue. Usually planned in advance. - Documentaries/investigations – longer, in-depth news stories that take longer to construct and often tackle hard news issues.

What the media is looking for Regional media comprises of television, radio, newspapers and online mediums that specifically service the local community. Therefore, their remit is to cover news and events that affect or may be of interest to people within that particular region.

Target audiences - Potential participants from just below joining age (14) through to 24 - Current participants, ensuring they remain aware of the DofE to complete their programme, achieve an Award and progress to next level - Parents of current and potential participants (gain their buy-in to encourage their children to start/continue a DofE programme), plus volunteer/donate - Licensed Organisations to ensure they are aware of the DofE, new initiatives and they actively run it in their area - Potential and current supporters - Potential and current helpers - Influential people – politicians, policy makers, local councillors etc. - General awareness to inform people about what DofE programmes are, and what we do as a Charity.

Types of stories Newspapers, magazines, radio and television may come to a story from slightly different angles but the following rules generally apply. The following list gives just a few examples of the types of events/information that the media may be interested in: - Local Award presentations - Gold Award Presentations – local people attending a national event - Good local personal stories especially linking into your local community or young people overcoming adversity - A Royal, celebrity, MP etc visit to your group - A local angle that relates to your area but links what is happening nationally - Something that people not involved in the DofE will find interesting.

What a magazine / newspaper editor needs - A good picture with a caption - Speedy and reliable access to the right contacts - Attributable facts and quotes – latest DofE stats are available on our website.

What a radio producer needs - A strong, knowledgeable interviewee

What a TV news editor needs - A good moving picture opportunity - Possible interviews

Local information is vital The media are interested in stories that are local, topical and original, have a human interest element and are visually interesting. The following information may help to make your news relevant to regional/local media:

Statistics - When the DofE was introduced at your centre. - How many people have taken part/achieved an Award/are currently doing their DofE at your centre. - How many hours have been given to your local community through participants volunteering. Examples - Local services/organisations that have benefited from volunteering activities (i.e. retirement homes, care homes, local hospitals, youth centres, kids clubs etc) and quotes from them. - Case studies of local people who’ve achieved an Award. - Case studies of local celebrities who’ve achieved an Award. - Photography of your group doing their DofE activities. Local personal stories - Identify young people who have a particularly good story to tell in relation to the DofE and how it changed their life. - Obtain permission to give their details to the local media for interview (it may also be helpful to have them available for interview at a DofE event). - Work out the key messages you want to convey in the interview – spend some time with these young people prior to the interview helping them to prepare. - Always try to accompany them to the interview itself.

Getting a story into the press When planning to sell in a story you will need to:

1. Be proactive - Don’t assume that the press will know about your DofE event and that they will approach you for a story. This does not mean that your story is not newsworthy. - It is estimated that 50% of stories that appear in the local press are the result of public sending in the stories.

2. Get to know your local press. - Look at their reader profile, the area they cover and the types of stories they report on. You can carry out some research on your local newspapers online – the Newspaper Society’s website has a breakdown of circulation and location. - Try to build a personal relationship with local press contacts, such as reporters, picture editors and news editors so you can let them know when you have a story of interest. - You could nominate somebody in your group to liaise with the press.

3. Send a press release - A press release is a one or two-page summary of your ‘story’. A press release template and notes to editors are included as appendices to this guide. - Ensure the press release is sent to the right person (telephone to ask the name of the person to whom it should be sent). - Find out when the paper goes to print and when the deadlines occur, this will vary depending on the publication and if it is a weekly or daily newspaper.

4. Make phone contact to follow-up the story - Don’t call journalists during their busy times right before going to press (it’s best to contact editorial offices between the hours of 10.00-13.00 and 14.00-15.00). - Ring the television and radio stations first (if applicable), followed by the dailies and lastly the weeklies. If you know the name of a journalist who may be particularly interested in your story, ask to speak with them. Otherwise, approach the news editor. - Don’t assume the journalist received your press release – they can get lost in a busy environment. If the journalist is not familiar with your press release, don’t be disillusioned.

Simply explain the story briefly, offer to email it again and follow up again a few hours or a day after emailing. This is why following-up the story is so important. - Explain the story simply and concisely, emphasising why you think it’s newsworthy (remember to think locally). If the journalist expresses no interest, thank them and try another publication (if there is one). - If you can’t get through to the journalist you want, don’t expect them to return your call. Say you will phone back – gentle persistence will work, but never persist to the point of being a nuisance.

5. Invite the press to your DofE event - Ensure the event is something the press will want to attend. - When announcing local events it is always good to follow the simple formula:  What? When? Why? - Four weeks prior to the event – identify the local press you want to invite. - Two weeks prior to the event – post or email an invitation to your event and a press release to the press. Keep it simple but make sure you give them details of what is being launched/celebrated, the day, the time, the location (with directions of how to get there and parking) and the timetable of the event. Give them details of any local figures or celebrities who will be attending and let them know if there will be an opportunity to do an interview. - Three-to-four days prior to the event – ring the press you have invited to check that it is in their diary and try to get the name of the person who will be attending. Do not be discouraged if they do not appear to have received your invitation, but offer to fax or email it and explain the details on the phone. - On the day – make sure that your event is easy to find and clearly sign-posted. Designate a member of your team to welcome the press, to host them and to answer any questions they may have. - Give journalists opportunities for interviews with the main speaker(s) and any young people speaking (always ask permission first from those being interviewed and ensure interviewees are properly briefed). - Provide photos (or moving picture opportunities for television) to encourage editors to use the material. - After the event – phone the press who attended and ask if they need more information or would like any of the photographs you took. Also be sure to send a press release and your own photographs to the local media who were unable to attend.

Your key messages To be successful with any media, your overall aim is to communication your key message or messages – but the trick is not to be obvious! - One message is ideal – avoid having too many - Keep them simple, understandable and avoid jargon - Communicate messages that are relevant to the journalist’s audience/readership - Bring them to life and be interesting.

Examples - Use an example for each message - Don’t overload the journalist with too much information - One or two figures will help - One or two visual images will help.

People - Every key message should relate to how people will be affected - Quote real names (especially famous ones) to bring your story to life - Anticipate the sort of information listeners/readers will want to know – e.g. who, why, where, when and how much - Use colourful but simple vocabulary to illustrate your message.

099ea2b7dd898a05ec1bb1f776211aea.doc Preparing for an interview

Before embarking on any interview, be it newspaper, radio or TV, ask yourself the following questions following ‘The MacDonald Principle’ (EIEIO):

EVALUATION – Do not be afraid to ask questions. Ask yourself if you are the best person to be taking part in the interview, what angle is the interview coming from, in the event of a radio/ TV interview, is it live, what time is it broadcast, what is the audience, is it hard hitting or soft? Find out about angle, deadline and other interviewees.

INVESTIGATE – Research what you are being asked about – there is nothing worse than looking ignorant about the topic you are supposed to be an expert on.

ELIMINATION – Decide what points you want to get across and narrow them down to 3-4 key messages that are relevant to the audience/readership. Be succinct do not try to get too much across; else you risk not communicating any message clearly.

ILLUSTRATION – Make your answers interesting by illustrating them. For example: - “3,000 young people have achieved an Award at our school since we started running DofE programmes – that’s enough to fill 53 Double Decker buses!” Try and use personal examples and experiences as these can make the difference between a dull and interesting interview, for example: - “Their work for their Skills section has given us a new promotional film about our youth group which we’ve posted on YouTube and we’ve got xx new members now.” - “When the young people supported the local toad watching project for their Volunteering they saved 100 toads from being squashed by traffic.” - “When The Duke met my group of young people he chatted really easily with them and said xyz about their achievements.”

ORCHESTRATION – Plan your interview and take control, you do have rights if you don’t wish to answer particular questions make that clear before the interview starts.

Always ask what the first question will be so you have time to prepare your first answer.

Top interview tips Never go into an interview unprepared. The old saying about ‘fail to prepare, then prepare to fail’ is very appropriate when dealing with the media. Good preparation should ensure you have an answer for every question and are never caught out.

- Assess the type of interview and who would be the most appropriate person to comment, the most senior person is not always the best person. You may have someone who is available who is a specialist in a particular area or young people who can bring personal experience and emotion to a story – although always ensure they are confident about being interviewed. - If you are being filmed then make sure you try and control where the filming takes place. It would be a good idea to choose a backdrop that represents the DofE locally, e.g. an open DofE centre. The environment that you have your interview in is important. - If you are being interviewed on TV, always take a second person with you so they can see what your backdrop is, and how you look, as you are being filmed. - For TV and radio, how you look and sound adds credibility to your story. - Always think local stories and statistics to illustrate your answers on a local level – don’t forget to compare stats to numbers people can visualise, i.e. over 275,000 young people are doing their DofE at any one time – that would fill the Millennium Stadium more than 3 times! - Personal stories and experiences always make an interview more interesting and will enable you to keep control of the interview, instead if the interviewer asking exactly what he/she wants to know. - The longer you speak the more control you have. If you have more interesting points to make, don’t stop just because you think the interviewer should be asking you more questions!

- Don’t rush your comments. Try to slow your speech because nerves speed it up. - Be concise and interesting – speak in easy-to-understand sound bites. - Tell the truth, but don’t give away extra information – never lie or speculate. - In a three minute radio interview, time is precious. Do not waste time saying “Good Morning” etc, as you would have already said this to the interviewer before you began. - Don’t underestimate the power of the local media. More people read a local paper or listen to a local radio show then they do a national paper or show. - Try and avoid jargon and acronyms. Phrases such as Volunteering section, Licensed Organisation and GAP are known internally but the general public will not understand what they mean. Some of the examples of phrases and words to avoid can be found in the ‘Jargon busting section’ in this document. - Try and mention that the DofE is a registered Charity – and if your group is as well, try and say that as well. Many people outside of the organisation do not realise this and it may help to raise funds and support in the future. - If you can’t answer a question, say so and say you will supply details later. - Never say ‘no comment’. - Remember – you are in control. The media has contacted you for information.

Seven steps to a successful interview Remember, before any interview, you need to know:

6. Audience – who is the journalist writing or broadcasting to 7. Angle – what is the subject and their attitude to it 8. Message – what should be your key message or messages 9. Tone – what should be your required tone 10.Example – what your examples should be 11.Questions – what will you be asked 12.Negatives – what are the difficult issues that could arise.

Off the record The best way not to get caught out is never say anything off the record. Always obey this rule – don’t even bend it. Know what you can say and make every effort to say it. However, it is just as important to know what you can’t say and make every effort not to say. Don’t even hint.

Beware of your tongue running away with you. A good journalist will let you talk freely and encourage you to divulge more and more information seemingly without much effort on their part.

Note: - When the notepad is put away, the interview isn’t over - When the tape-recorder is switched off, the interview isn’t over - In pre-recorded broadcast interviews, your post-recording comments could still be used in a reporter’s voice-over.

Beware of the following phrases that are sometimes substituted for ‘off the record’: - “Could you give me a steer…” - “Strictly between me and you…” - “This is purely for guidance…” - “This is not for publication…” - “I’ll switch this off so we can talk freely now…”

Types of questions There are a limited number of questions that can be asked. It’s the style and method that varies. Experienced journalists are experts at disguising the tricky question.

Who, what, how or how much, when, where and why? These are always asked and you must be able to answer each one.

Hypothetical The ‘what if’ question. Don’t speculate. Dismiss it and answer in hard facts.

Multiple questions Several issues wrapped up in one question. Pick out the most important issue, say it’s the most important one and address it. “You’ve raised several issues there, but the most pressing is …”.

Yes or no/A or B The interviewer will give you a choice of answers. If the correct answer has not been offered to you, say so and reveal the correct answer.

Third Party Never answer for a third party. Just say what your organisation thinks.

Ranking Questioners will ask you to put things in order of importance or significance. This could backfire – talk about “having many priorities and they are all important”.

Personal opinions Don’t give them and just answer for your organisation.

Provocative Don’t let snide or provocative questions such as “Your company has a bad track record…” go unanswered. Refute the question and explain why. “That’s not true because…”

Irrelevancies Beware of apparently irrelevant questions – they may lead to a harder one.

Bridging Bridging is a verbal technique that allows the interviewer to smoothly guide the conversation back to the key messages they wish to air. A good speaker will be able to do it seamlessly and without antagonising the journalist.

Some examples: - “That’s interesting but even more crucial is…” - “Let me put that into perspective…” - “It’s important to remember…” - “Let me add…” - “That’s not my area of expertise, but I can say…” - “What your readers/listeners/viewers need to know is…” - “To help clarify this issue, the background is…” - “Another thing to remember is…” - “What that means is…”

The ABC rule A good way to put bridging into action is through the A.B.C. rule: - A: Acknowledge the question, e.g. “You’ve raised an important issue …” - B: Bridge smoothly from the question to your key message, e.g. “But in reality … - C: Continue with your message, e.g. “Our new venue is appealing to more young people…”

099ea2b7dd898a05ec1bb1f776211aea.doc Jargon busting, phrases and words to avoid in interviews

Journalists detest jargon. Their job is to convey the news to as many people as possible and jargon limits understanding to a few. The business community is the worst offender in the jargon stakes. Avoid talking jargon even when dealing with a specialist journalist who knows your area. Your language must be understandable by as many people as possible, so talk normally. Avoid phrases like ‘think outside the box’, ‘no-brainer’, ‘let’s park this’, ‘ducks in a row’ and ‘you know what I mean’. Never use acronyms – they are internal.

Here are some suggestions for ways to describe DofE activities and roles:

Word/phrase Alternative Assessor A volunteer who confirms a young person has done a DofE activity and met their goals. Approved Activity Provider (AAP) An organisation which can offer activities to a DofE participant that count towards their DofE programme. Bronze DofE level for those aged over 14. DofE Leader Volunteer who runs DofE programmes. Helps young people achieve their Duke of Edinburgh’s Award. Expedition The adventurous journey which all DofE participants have to complete in order to achieve their Award. Expedition Co-ordinator Volunteers who manage networks of accredited Assessors for DofE expeditions. Gold DofE level for those aged over 16. Gold Award Presentation National celebrations that take place at royal palaces, including St James’s Palace and The Palace of Holyroodhouse, for those who have achieved their Gold Award. Licensed Organisation (LO) Licensed Organisations (LOs) hold the licence to manage the delivery of DofE programmes and verify Awards for example local authorities, businesses, independent schools, voluntary organisations and young offender institutions. Operating Authority (OA) An Operating Authority (OA) is a type of Licensed Organisation which holds the licence to deliver DofE programmes in a specified geographic area (though there may be other Licensed Organisations within this area). Operating Authority licences are often held by local authorities which offer DofE through their youth services and which support a range of DofE centres in their area. Directly Licensed Centre (DLC) A Directly Licensed Centre (DLC) is a type of Licensed Organisation which holds a licence to deliver DofE programmes to young people on its own premises. Directly Licensed Centres can include, for example, schools, academies, colleges, youth clubs and young offender institutions, which do not run their DofE provision under a licence provided by an Operating Authority.

National Operating Authority (NOA) A National Operating Authority (NOA) is a type of Licensed Organisation which holds a licence to deliver DofE programmes to the young people with whom they work in one or more of the UK nations. Examples include Mencap, The Scout Association and the Air Training Corps. Open DofE centre A centre where anyone can take part in the DofE – they don’t have to belong to a particular school or youth group. Sections There are four parts of DofE programmes. Participants volunteer in their community, do some sport, dance or fitness, take up a hobby or skill and go on an adventurous journey (Volunteering, Physical, Skills, Expedition). If they’re doing their Gold they also do a shared activity away from home for a week (Residential). Silver DofE level for those aged over 15. eDofE The DofE’s online management system.

099ea2b7dd898a05ec1bb1f776211aea.doc Telephone interviews

The majority of interviews are conducted over the phone because so many papers are under- resourced and short-staffed. Telephone interviews are a quick and efficient way of gathering news or comment:

- Many phone interviews are pre-arranged after pro-active contact with the media (e.g. a press release or an earlier PR call). - Other interviews arise when a journalist needs comment on an existing issue. - Deadlines are usually immediate, so a swift response is essential and greatly appreciated by the media. - Use a mobile only as a last resort.

Preparation – ensure you know: - The purpose of the interview – e.g. is it a news story or feature? - General subject matter and angle the journalist wants to take. - Who’s going to be calling? - Their deadline. - Who else is being interviewed? - Live or recorded (if on the radio).

It’s acceptable to ask for a few minutes to ‘gather your thoughts’ if the journalist has approached you directly. Use this time to prepare key messages, uncover vital statistics or ask for advice.

During the interview: - Obey all the golden rules associated with any interview. - Don’t speak too fast – a press journalist will be writing down your comments and rapid speech leads to misquotes and mistakes. - Talk in sound-bites. - Avoid quips or light-hearted remarks. The journalist can’t see you to measure your mood.

If you can’t answer a question, say you will call back later with the information.

If it’s a pre-recorded radio interview, and you make a mistake or say something you are not happy about – stop and ask if you can answer the question again.

At the end: - Offer more information, pictures, brochures etc - Offer your availability for further quotes or clarification - Ask if the journalist has everything he or she needs.

Press interviews

The number of face-to-face interviews is decreasing because so much reporting is now conducted over the phone.

However, a face-to-face session allows you to build a relationship with a journalist.

- Remove all distractions – turn off mobiles, block calls on the landline and devote sufficient time to get it done. - Be relaxed and keep your body language ‘open’ to prove you have nothing to hide. - Don’t sit behind a desk – it’s a barrier. - Be the host – offer water, or a coffee and time. - Do not appear to be suspicious. - Find out whether an interviewer is a generalist or specialist. Do not assume they know more than they do or highlight their ignorance. - Consider your answers – do not rush in with ill-conceived thoughts.

- Do not simply agree with a statement – use it as an opportunity to put across another positive point. - Keep your answers short but informative. When the journalist clearly understands then elaborate with examples. - Do not assume an interview is over until you have parted company. - If a journalist calls unexpectedly, find out what they want and offer to call them back in 15 minutes. It buys you time to collect your thoughts. - Be prepared for the toughest question to come at the end of the interview. - Call them back if you realise that you have forgotten to make an important point. - Similarly make it clear the journalist is welcome to call back if they need to clarify an issue. - Ensure you deliver on anything promised during the interview – e.g. extra information.

Radio interviews

Radio is a completely different medium to papers because they are limited by time. News items are extremely short and your input must be concise to be included:

- Be brief – a long answer will be edited and lost its meaning. - Don’t be tempted to fill dead air – it is the interviewer’s job to keep the conversation flowing. - No-one can see you, so use written notes if necessary. - Avoid “um” and “err”. - Do not interrupt the questioner. - Remember to pause so the audience can keep pace with you. - If you make a mistake in a pre-recorded interview, stop and ask to answer the question again. - Avoid making noises that distract listeners, such as shuffling papers. - Clear your throat and do your coughing well before the interview – keep a glass of water nearby in case your throat dries up. - Make sure your voice sounds enthusiastic and conversational. - Be prepared to rush or be hurried, especially if your interview is going out just before the news. - Don’t keep plugging your organisation’s name.

Television interviews

Probably the most exhilarating form of media work is being interviewed on TV. It can be done in a studio, on location or remotely with you in one studio and the interviewer in another:

- Many of the rules about radio apply to TV, except your appearance is now crucial. - Arrive in good time and give yourself a chance to prepare. - Be brief – a long answer will be edited, or cut short and lost its meaning. - Be expressive and look interested in the story you are telling. - Always let the questioner finish their question. - Use unexaggerated facial expressions to reinforce your story. - Some hand movement is OK to reinforce your story. - Control your emotions and never show anger. - Do not leave the chair or unclip the microphone immediately after the interview – the camera may still be on you so remain seated and composed. - In the case of taped interviews there may be some cutaways – shots of you and the reporter at the end of the interview - so retain an appropriate facial expression and posture. - If doing an obituary wear appropriate clothing (black tie/suit etc). - If possible, take someone along with you who can check how you look/positioning that will be honest and ‘on your side’. - Find out what the back drop will be and if you can supply something branded.

099ea2b7dd898a05ec1bb1f776211aea.doc Structured responses – A FORM

Depending on your style you can structure your responses – a useful and easy way to remember is A FORM:

- Acknowledge - Fact - Opinion - Reason - Message

Here’s an example:

Q: Why is the DofE relevant to young people today?

A: (Acknowledge) There are a lot of activities for young people to participate in these days. However, the DofE is the world’s leading achievement award for young people.

F: (Fact) In total, over 7 million people have taken part in DofE programmes and achieved over 2 million Awards in the UK since 1956.

O: (Opinion) The DofE is relevant to every young person because the programme offers such a vast range of activities. There is no other personal development programme in which the participant can have so much fun, whilst learning new skills, challenging themselves and still give something tangible back to the local community and society as a whole.

R: (Reason) The DofE continues to broaden and extend its reach to the many communities that comprise the contemporary UK, making it relevant and accessible for all young people today.

M: (Message) The DofE has made a positive contribution to so many people’s lives over the last 56 years and continues to meet its mission of inspiring, guiding and supporting young people in their self-development and recognising their achievements.

How to write a press release

Keep your press releases short and informative making sure that if the regional media need any more information or want to send a reporter/photographer to cover the event they can easily get in touch. They should ideally be one page, but may go to two.

If a paper decides to use your press release, they may only use parts of it and will cut from the end – so try to make sure that you have the basic points of the story in the first paragraph. The following guidelines will enable you to create a press release in line with the DofE’s brand guidelines; however you may need to follow any guidelines laid down by your centre/LO if applicable.

Sample press releases and our standard notes to editors are included as appendices to this document. Copies of the DofE’s press releases can be found at www.DofE.org/press

What to include and structure Always include: - Logo and date box - Headline/key information - Photo opportunity if available - Contact details - Notes to editors and further information about the DofE, preferably local information.

Name/logo This will be either your personalised DofE logo in the top left corner (you can request one via www.DofE.org/logo) or your own centre’s official logo, i.e. a school logo.

Date/embargo details Embargoed means you don’t want the story to run before a certain date.

Use ‘For immediate release: [date]’ if you want the media to use the story as soon as they receive it) or ‘Embargoed until: [date/time]’ if you want to ensure they don’t use it until a specified date/time. It’s also a good way of giving journalists time to prepare.

Headline (Font: 16 point Georgia) This announces the news and is ideally under 80 characters. Keep this short and punchy and summarising the story but don’t worry too much as most journalists write their own.

Summary paragraph (Font: 11 point bold Arial) The golden rule for an effective opening paragraph is to make sure that it tells a story in two or three sentences and why it’s an interesting news story. The summary paragraph is a little longer synopsis of the news, elaborating on the headline. Remember this should tell the ‘who, what, why, when, how’ as it may be the only thing a journalist reads.

Lead paragraph (Font: 10 point plain Arial and for all subsequent body copy) The lead sentence contains the most important information in 25 words or less. Grab your reader’s attention here by simply stating the news you have to announce. Do not assume that your reader has read your headline or summary paragraph – the lead should stand on its own.

Subsequent paragraphs These contain more details about the news you have to tell, which can be about something unique or controversial or about a prominent person, place or thing. Your press release should also include quotes from one or two people involved in your story. Quotes need to be lively and concise for the journalist to be able to use them in their article. Remember to attribute the quote to a person! Use 10pt Arial italic for the quotes, but not the person’s name/title.

Ends Put the word at the end of your press release to let journalists know they have all of the text. If your press release is longer than one page, insert the words ‘more’ at the bottom of the first page.

Notes to editors At the end of your press release include a ‘Notes to editors’ section with any additional background information about The Duke of Edinburgh’s Award and your group (including website addresses) which might be useful to them. This allows you to keep the press release as short and punchy as possible.

Contact details Also make sure you include contact details, with the name and phone number of someone who can be contacted outside of office hours. This may be more than one person. Do make sure that the listed contact and spokespeople will be around when the release is issued and not about to disappear on holiday.

Key points to remember - A news release, like a news story, keeps sentences and paragraphs short, about three or four lines per paragraph. The first couple of paragraphs should answer the who, what, when, where, why and how questions. The news media may take information from a news release to craft a news or feature article or may use information in the release word-for-word, but a news release is not, itself, an article or a reprint. - The standard press release is 300 to 800 words and written in a word processing programme that checks spelling and grammar before. The ideal headline is 80 characters

long. Write your headline and summary last, to be sure you include the most important news elements in the body of the release. - Typical topics for a news release include announcements of events or of a strategic partnership, the receipt of an Award or the launch of a new website. The tone is neutral and objective, not full of hype or text that is typically found in an advertisement. - Avoid directly addressing the consumer or your target audience. The use of ‘I’, ‘we’ and ‘you’ outside of a direct quotation is a flag that your copy is an advertisement rather than a news release. - Do not include an email address in the body of the release. If you do, it will be protected from spambots with a notice to that effect, which will overwrite your email address. - The final paragraph of a traditional news release contains the least newsworthy material but for an online release, it’s typical to restate and summarise the key points with a paragraph like the next one. - You can include a short background about the company or the person who is newsworthy before you list the contact person’s name and phone number if they are going to be contacted direct.

Case studies and personal stories Journalists often want to speak to a ‘real person’ who has benefited from your work. This can need some time to arrange if you are dealing with sensitive issues.

If you have a representative who is willing to be interviewed make sure it would be appropriate for them to do so and that they understand what is involved – set up the interview yourself and always avoid giving the journalist the individual’s contact details.

If someone is prepared to be interviewed anonymously make sure the journalist is very clear on this – and be present at the interview. You may wish to produce anonymous case studies – be careful to make sure they are anonymous.

Photographs Most journalists have got half a mind on the final page when they consider which stories to cover, and photos always look great. Try to paint a visual picture in your press release so that they can imagine the event.

- Sending a photo with your press release (by email) makes it even easier for the newspaper to cover your story, especially if the photo is good. - Newspapers are always looking for good quality, interesting and engaging photos. - Always try to create a photo opportunity at your event to which you can invite the photographers from your local papers. An opportunity like this often tips the balance and persuades the newspaper to run the story. - Make sure you have a photographer there yourself (even if it’s just you!) taking some digital photos which you can send to newspapers who haven’t sent a photographer.

Having a good picture to accompany your story increases its chances of being used. Look at the media you want to target to see what kind of photographs they tend to use. Most newspapers no longer use ‘grip and grin’ presentation pictures.

If you can afford it, you can pay for a professional photographer to take pictures for you. Bear in mind that the press may not use them, so if your budget is tight we wouldn’t recommend doing this unless you can use the pictures for other purposes, such as a newsletter or your website.

It’s always a good idea to take some pictures yourself but remember it needs to be a good quality high resolution picture. People attending an event should be aware photographs may be taken. If you work with children and vulnerable adults, ensure written permission is obtained for photographs to be taken either by yourselves or the media. This applies to everyone if you intend to use the images for other uses in future. A model release form is available at www.DofE.org/go/imagery

Photos are particularly good with post-event PR when an action shot with a short caption can tell a thousand words.

Picture captions If you send a picture to your local media remember to include a picture caption for each image sent. Captions need to include the names of the people in the picture (left to right or clockwise) and their job title/why they are relevant to the story, where they are and a very brief outline of what they are doing. The whole caption should be no more than two short sentences.

Picture credits You should include a note on who the photographer was. You must make it clear if the paper is obliged to credit them (normal for professional photographers). You may also want to include a link to their website if applicable.

How to issue your press release Once you’ve identified a story you need to do the following: - Decide when to issue the press release. Different papers have different deadlines and you should try and find out the best time to send a release. If the paper is a weekly, then this is usually a couple of days before publication. - Decide which publications the press release should be sent to. You need to make the story relevant to the publication – local media want local stories. - Decide how to issue the press release. It’s best to talk to the journalist about your story to get their interest and then email or fax the press release for their attention. - If you send via email, send the release within the body of the email. Most newspapers will block unsolicited email attachments and photographs.

Royal visit publicity

If you are involved with organising a Royal visit, you should not tell the press about the visit until you are given the go-ahead to do so by the Lieutenancy Office. The lead organisation for a Royal Visit will be the official organisers. This may well be you or your Licensed Organisation but we ask that you share any PR with us for approval if it includes information about the DofE.

Press announcements about Royal engagements are made by the Palace usually about four to six weeks before an event and the press should not be notified before the announcement has been made. If you have any enquiries from the press before the announcement by the Palace you should merely say that nothing has been confirmed and that you will contact the enquirer when you have more definite news.

For a senior Royal, all contact with the press is through the Buckingham Palace Press Office and any enquiries you receive should be directed to them until they have given you explicit permission to deal with the press direct or they have agreed that it will be handled by the Lord- Lieutenant’s Office. Invitations to the press to be in attendance on the day of the visit are often issued by the Press Office, usually on a rota basis to keep the press numbers to a minimum.

Generally, if the visit is by a less prominent member of the Royal Family, the organiser’s dealings with the press should be on the advice of the Lord-Lieutenant's Office. Once you have been given the go-ahead by the Clerk to the Lieutenancy to announce the visit, organisers may notify and invite the press but should try to keep the press numbers attending to about six.

You can also issue your own press release giving details of your organisation and the purpose of the visit. This draft press release also has to be approved by the Palace or the Clerk but, for security reasons, you should only give the date and say either morning or afternoon as far as timings go. You can give more precise details of timings nearer the day to those members of the press due to attend.

The organisers should identify one person to be responsible for press arrangements before and on the day of the visit. This needs to be someone who is not involved in any presentations on the day and who can be free to look after the press throughout the duration of the visit. Photo opportunities, where the press are allowed on the day and any interview opportunities will be decided in liaison with the Police and the Clerk (and possibly the Palace) when the draft programme is agreed.

Whether press arrangements are being handled by the Palace Press Office, the Clerk or direct by yourself, you are usually allowed to have an in-house photographer who is often permitted to take photographs in areas where the press are not allowed. However, any photographs taken by an in-house photographer are not automatically cleared for release to the press – this must be agreed by the Lieutenancy Office or the Buckingham Palace press team. They must never be used for any commercial purposes.

Please feel free to direct any queries before the day to the Clerk, no matter how trivial they might seem.

Photographs of any member of the Royal family eating or drinking are not permitted.

Further support and information

DofE position statements on various policies and social issues can be found at: www.DofE.org/go/policy

The Executive Summary and related documents of the independent Impact Research, carried out by The University of Northampton, supported by The Pears Foundation, can be found at www.DofE.org/go/impact

These provide statistical evidence on the amazing impact doing their DofE has on young people and can back up your story.

There are a number of useful organisations and websites which have advice and local media contact details as follows:

AskCharity: www.askcharity.org.uk Chartered Institute of Public Relations: www.cipr.co.uk Community Newswire: www.communitynewswire.press.net Community Service Volunteers CSV: www.csv.org.uk/services/media Fifth Estate: www.cipr.co.uk/fifthestate Media Trust: www.mediatrust.org The National Council for Voluntary Organisations (NCVO): www.ncvo-vol.org.uk The Newspaper Society: www.newspapersoc.org.uk Voluntary Action Media Unit: www.vamu.org.uk

If you have any queries or wish to chat through an idea that you are planning on targeting your local media with, please contact the DofE’s marketing team.

Appendix 1 – sample DofE press release (Royal visit) Please send your draft press release to the DofE Communications Team for approval before distribution – [email protected]

Embargoed until: DATE

Royal audience for young people doing their DofE

HRH The Earl of Wessex will be in Hartlepool on Monday 22 June when he will visit Catcote School, have lunch at Hartlepool’s Maritime Experience and visit St Hild’s School.

The Earl is heavily involved in the Duke of Edinburgh’s Award (DofE) as a Trustee of the UK and of the International Award Association and also as a Gold Award holder.

His Royal Highness will visit Catcote School in Catcote Road where DofE Leaders will describe their approach to overcoming severe disabilities so that their students can achieve their DofE Awards. DofE participants will demonstrate putting up tents, cooking and first aid activities.

During the visit, the DofE participants will also be showcasing the Volunteering, Skills, Physical and Expedition sections, demonstrating their link with TFM Radio producing podcasts for their own radio station, learning sign language and showing photos and sharing experiences of expeditions, home and overseas.

At Hartlepool’s Maritime Experience, The Earl will meet local young people who have created displays showing their DofE achievements. There will also be a display of how DofE programmes are delivered in the Secure Estate at Castington Young Offenders Institution. The Earl will then meet many DofE supporters at a special lunch.

At the same venue, The Earl will also visit the paddle steamer Wingfield Castle, from which he will watch up to 50 young people who are doing their DofE programmes participating in a water sports event in the neighbouring Jackson Dock. The young people will be demonstrating their team working skills, whilst being involved in a fun competitive activity. The Earl will then present a trophy and medals to the winning team.

Moving onto St Hild’s School in King Oswy Drive, The Earl will meet young people who will talk about a collage that they have made following a recent expedition, as well as DofE participants from Hartlepool United Football Club who will demonstrate a football activity they undertake for their Physical section.

Nicola Meredith, Director for the DofE in North East England said: “The Duke of Edinburgh’s Award in the North East of England is thriving. I’m delighted that HRH The Earl of Wessex recognises this with his visit to Hartlepool where he will get to see the vast range of activities that are undertaken to achieve a Duke of Edinburgh’s Award.”

-Ends-

Photo opportunities: There will be various photo opportunities throughout The Earl’s visit: 099ea2b7dd898a05ec1bb1f776211aea.doc

- There will be photo opportunities at Catcote School, when The Earl will see indoor and outdoor displays by the students - members of the media should arrive at the school by 11.10. - There will be further photo opportunities at Hartlepool’s Maritime Experience, when The Earl will view indoor displays by youngsters, see a musketry display on the quayside, view the water sports from onboard the Wingfield Castle and present prizes to the winning team. - To see the indoor displays, members of the media should be at Hartlepool’s Maritime Experience for 12.15. To see the musketry display, water sports and prize presentation, the media should be at Hartlepool’s Maritime Experience for 1.30pm. - To see the young people’s displays at St Hild’s School, the media should be at the school by 14.10.

ALL MEMBERS OF THE MEDIA WILL REQUIRE A MEDIA PASS PLEASE CONTACT ALASTAIR RAE AT HARTLEPOOL COUNCIL ON DIRECT LINE 01429 523510 BY 12 NOON ON FRIDAY 19 JUNE.

For further information about this story or to attend this event please contact: Contact information here 099ea2b7dd898a05ec1bb1f776211aea.doc

Appendix 2 – sample DofE press release (Individual: Pre-Gold Award Presentation)

For immediate release: DATE

Royal event with a golden touch for Hannah

Hundreds of young achievers from across the UK have been invited to the prestigious setting of St. James’s Palace on Tuesday 23 February 2010, including Hannah Dalley from Wellington.

Hannah attended Wellington School and then achieved her Gold Duke of Edinburgh’s Award (DofE) whilst a student at Richard Huish College. She will travel to London on the 22 February to receive her Gold Award from the DofE’s Patron and Founder – HRH The Duke of Edinburgh. It is a special event and a fitting culmination to mark her hard work, determination and perseverance.

Hannah worked tirelessly through the five sections of her DofE programme over 18 months to achieve her Gold Award. Her diverse activities included being Beaver / Scout leader, circuit training, sculpture and undertaking a demanding expedition in the Brecon Beacons, overcoming severe weather conditions. In addition, she attended a Headstart engineering course at Oxford University with 31 other students previously unknown to her for her Residential section. The course introduced her to material science, the demands of degree level work and tough practical sessions, for example, designing a capsule for a satellite.

Throughout her DofE programme, Hannah was able to prove herself to be strong and supportive team member, and showed initiative to reroute her team’s expedition when the weather took a turn for the worse.

Hannah said of her experience, “I especially enjoyed my Volunteering section. It was great learning skills such as teaching, planning new activities and working with young people and seeing them develop their creative and imaginative skills on the tasks I set.”

These experiences show what an impact doing your DofE can have, and can develop the skills needed for life. Hannah’s Gold DofE Award helped her to secure a place at the University of Sheffield, where she is now studying for an MEng in Mechanical Systems Engineering.

-Ends-

Photo attached: Hannah Dalley (note, if it’s an activity, you should briefly describe what’s happening in the photo).

For further information about the DofE or this presentation contact: Contact details go here 099ea2b7dd898a05ec1bb1f776211aea.doc

Appendix 3 – sample DofE press release (DofE Centre / Licensed Organisation: Post-Gold Award Presentation)

For immediate release: DATE

* Personalise the highlighted text with your details and then remove highlighting.

School name / DofE centre celebrates DofE success with its pupils at St James’s Palace

Last week, 10 young people from school name / DofE centre in local area name attended a presentation at St. James’s Palace, London, where they received their Gold Duke of Edinburgh’s Awards from celebrity presenter, insert presenter name, after sharing their experiences with Patron of The Duke of Edinburgh’s Award (DofE), HRH The Duke of Edinburgh. OR Trustee for The Duke of Edinburgh’s Award (DofE), HRH The Earl of Wessex.

During the Gold Award Presentation, HRH congratulated the group from insert school / centre name on their successes and heard about their DofE journeys, which took each young person 12-18 months of hard work and dedication.

Those who achieve a Gold DofE Award will volunteer, learn a skill, get fit, take part in a week long residential and plan and undertake an expedition in wild country. Widely acknowledged as the world’s leading achievement award for young people, DofE programmes enable any young person, aged 14-24, to develop key skills for life and work, such as confidence, commitment and team working.

Name of school / DofE centre spokesperson, who is the DofE Leader / Manager / head teacher at name of school / DofE centre, attended the presentation to see the group receive their Gold Awards, and said, “Insert quote here – talk about the groups’ achievements and what they’ve learnt / skills they’ve developed along the way, how DofE will benefit them in the future, the positive impact on local communities etc.”

Speaking about his / her DofE experience, insert name, who was one of the Gold Award holders at last week’s presentation, said, “Insert quote from participant here – they could talk about the impact the DofE has had on their life, what they’ve enjoyed the most, who they have helped (e.g. the local or school community), the skills and self-confidence they have gained, and whether they’re going to carry on with any of their activities after they receive their Award etc. 099ea2b7dd898a05ec1bb1f776211aea.doc

They could also explain how they think their DofE experiences will help them as they progress into their future.”

There are currently over 300,000 young people taking part in a DofE programme across the UK through a variety of centres including both state and independent schools, special schools, businesses, prisons, young offender institutions and youth groups.

To find out more about the DofE and how it enables young people to succeed, please visit www.DofE.org

-Ends-

Photo attached: Name and a brief description of what’s happening in the photo. Please do not include any photography taken within the palace without seeking the appropriate approvals from the DofE’s Communications Team.

For further information about the DofE or this presentation contact: Insert your local contact details here – include a phone number and email address that you can be contacted on.

Notes to editors – figures correct as of 2016/17 stats

The Duke of Edinburgh’s Award (DofE) is the world’s leading youth achievement award that develops over 400,000 young people for life and work every year in the UK. Founded by HRH The Duke of Edinburgh in 1956, the DofE is currently being delivered in 10,800 DofE centres such as schools, youth clubs and prisons, supported by over 2,600 partner organisations and approximately 40,000 adult volunteers from all walks of life.

In total, over six million people have participated in DofE programmes in the UK and achieved over 2.7 million Awards since 1956. In 2016/2017, 133,369 achieved a Bronze, Silver or Gold Duke of Edinburgh’s Award.

The DofE is supported by UK employers including British Gas, RSM, Amey, Heathrow, DFS and Royal Mail who endorse the skills and attributes developed whilst doing a DofE programme such as resilience, commitment, self-motivation and team working.

The Duke of Edinburgh’s Award is a Registered Charity No 1072490 and in Scotland No SC038254 and a Royal Charter Corporation RC000806

The Duke of Edinburgh’s International Award Foundation is a Registered Charity in England and Wales, No 1072453. There are more than one million young people currently participating globally in more than 140 countries and territories.

For more information about the DofE go to www.DofE.org

ENDS 099ea2b7dd898a05ec1bb1f776211aea.doc

Appendix 4 – sample DofE press release (Announcing DLC partnership) If you would like a quote from a DofE spokesperson included in your press release, please send your draft to the DofE Communications Team – [email protected]

For immediate release

New Partnership Helping to Unlock Young Homeless People’s Potential

Threshold Housing Link and The Duke of Edinburgh’s Award (DofE) are entering into a new partnership in Swindon to help young homeless people take part in and experience the benefits of completing a DofE programme. The partnership already has six young homeless people starting their Bronze DofE Awards this month, with more expected to sign up over the coming months.

This initiative is being supported by the Police and Crime Commissioner for Wiltshire and Swindon, Mr Angus Macpherson, as well as Swindon Borough Council. Mr Macpherson helped facilitate the partnership by funding positive activities for homeless people via his Innovation Fund.

Mr Macpherson visited Threshold last week to hear about this new project and said, “The grant from my Innovation Fund given to Threshold, along with support from The Duke of Edinburgh’s Award, is enabling a number of young homeless people in Swindon to take part in their DofE programme and gain valuable skills for future employment in a supported environment. It is clear from visiting Threshold that great work is being done by the staff there.”

To complete a Duke of Edinburgh’s Award, young people volunteer in their communities, learn a skill, get fit and plan and undertake an expedition, fulfilling six to 18 months of challenging activity. Through this sustained, meaningful activity, young people develop key life and employability skills, such as self-management, problem solving, team working, communication and confidence.

Speaking about the new partnership with Threshold Housing Link, Peter Singleton, DofE Director for the South West, said, “The DofE has a bold ambition to ensure that every young person who wants to do their DofE can take part, irrespective of background or circumstance. Our partnership with Threshold Housing Link will enable 099ea2b7dd898a05ec1bb1f776211aea.doc young homeless people to participate and reap the benefits of achieving a DofE Award, which will provide them with the confidence and motivation to build a positive future.”

To find out more about helping the Threshold Housing Link charity by becoming a member or trustee, please contact Threshold on (01793) 524661 or visit Thresholds website www.thl.org.uk. To find out more about the DofE Charity and how it enables young people to succeed, please visit www.DofE.org.

-Ends-

Accompanying photo:

Contact details:

Notes to editors: 099ea2b7dd898a05ec1bb1f776211aea.doc

Appendix 5 – sample DofE press release (LO Plaque Presentation)

Licensed Organisation name celebrates DofE success with DofE plaque of recognition

Last week, name here from Licensed Organisation name in local area name was presented with a Duke of Edinburgh’s Award (DofE) Licensed Organisation plaque as a thank you from the DofE Charity for running the DofE for its young people.

During the plaque presentation, Licensed Organisation name was congratulated on its successes and thanked for delivering the DofE for XX years, as well as during the Charity’s Diamond Anniversary in 2016.

The DofE is widely acknowledged as the world’s leading youth achievement award, and around XX young people have achieved a DofE Award through Licensed Organisation name. A DofE programme involves volunteering, learning a skill, getting fit, planning and undertaking an expedition out in the country, and at Gold Level, also taking part in a week long residential. Work-ready skills are developed whilst doing the DofE such as confidence, commitment, resilience and team working.

Name of Licensed Organisation’s spokesperson, who is the DofE Leader / Manager / head teacher at name of Licensed Organisation, received the plaque on behalf of Licensed Organisation’s name and said, “Licensed Organisation name has held a licence to deliver the DofE for XX years and I feel honoured to receive a commemorative plaque to acknowledge and say thank you for our work with the Charity, and in particular during its Diamond Anniversary year. Our young people are encouraged to push themselves outside of their comfort zones when doing their DofE and the skills that they develop can be life-changing, so for us to play a part in this is something very special.” (Example quote- please personalise)

Name, Director of Region / Country here said, “Through the DofE, Licensed Organisation’s name is inspiring the success of its young people, equipping them with the attributes and skills they need to get a job and build strong relationships, whilst opening up their worlds and introducing them to a broad range of interests. For our Diamond Ambition we want to enable two million more young people, 400,000 from disadvantaged backgrounds, to do their DofE and we can only achieve this with the support of our delivery partners such as Licensed 099ea2b7dd898a05ec1bb1f776211aea.doc

Organisation’s name. We are truly grateful to Licensed Organisations for the work that they do, they are an integral part of the DofE family, and this is a fantastic opportunity to say thank you.”

-Ends-

Photo attached: Name and a brief description of what’s happening in the photo.

Licensed Organisation Notes to Editors

Appendix 6 – sample DofE press release (New LO Plaque Presentation)

Licensed Organisation name licensed to deliver The Duke of Edinburgh’s Award to their young people / students

Last week, name here from Licensed Organisation name in local area name received a Duke of Edinburgh’s Award (DofE) Licensed Organisation plaque from name of presenter here at a special presentation.

During the plaque presentation, Licensed Organisation name was congratulated on becoming an organisation that is now licensed to run the DofE for its students / young people.

The DofE is widely acknowledged as the world’s leading youth achievement award. A DofE programme involves volunteering, learning a skill, getting fit, planning and undertaking an expedition out in the country, and at Gold Level, also taking part in a week long residential. Work-ready skills are developed whilst doing the DofE such as confidence, commitment, resilience and team working.

Name of Licensed Organisation’s spokesperson, who is the DofE Leader / Manager / head teacher at name of Licensed Organisation, received the plaque on behalf of Licensed Organisation’s name and said, “We are thrilled to now be a DofE Licensed Organisation and to be able to work with the Charity to offer the DofE to our young people / students. They will be encouraged to push themselves outside of their comfort zones when doing their DofE and the skills that they develop will allow them to stand out from the crowd when applying for university or jobs. We’re very excited to see the impact it has on our young people, our staff and our community.” (Example quote – please personalise)

Name, Director of Region / Country here said, “The DofE is on its way to realising its 2016 Diamond Ambition of enabling two million more young people, 400,000 from disadvantaged backgrounds, to do their DofE by 2020 and the Charity can only do this with the support of our delivery partners, such as Licensed Organisation’s name. Without the hard work and support of 099ea2b7dd898a05ec1bb1f776211aea.doc all our Licensed Organisations, young people in the area wouldn’t have the opportunity to do their DofE and transform their lives.”

-Ends-

Photo attached: Name and a brief description of what’s happening in the photo.

Licensed Organisation Notes to Editors

Appendix 7 – press release template

For immediate release: date or Embargoed until: time/date

Headline

Opening paragraph: Summarise the story - who, what, where, when and why. All key information needs to be in this paragraph.

Paragraph 2: Put in more details to flesh out the story you have outlined in the first paragraph.

Paragraph 3: “Quotes from you or someone relevant to the story.” Don’t try to cram too many points into one quote – each quote should make one point.

Paragraph 4: Any extra relevant information.

-Ends-

Photo opportunity: (What it is, where it is, when it is and contact details)

For further information about this story please contact: Make sure you supply numbers where you can be reached day or night – mobile is best. This can make the difference between your story being covered or not. Name: Tel: Email: Local group: [type your group address here on one line separated by spaces] Type group website address

Notes for Editors - Provide background information in case they run a longer story. - Outline what you have to offer: pictures, interviewees. - Outline any additional relevant information or facts and figures, but keep it short. - You can use the general DofE details as a guide (see appendix 5) but providing local, personalised statistics and information about your group is far better. 099ea2b7dd898a05ec1bb1f776211aea.doc

Appendix 8 – Further information about the DofE