Pacific Harbors Council Boy Scouts of America Media Style Guide March 2018 © 2018 Pacific Harbors Council All rights reserved Acknowledgements This media guide was developed by the Marketing and Communications Committee for the Pacific Harbors Council, Boy Scouts of America. Lesa LeDuc, Chair Charlene Miseli, Staff Advisor Douglas Edison David Matzen Michael Movius Darel Roa Kenneth Woo 2 TABLE OF CONTENTS Acknowledgements ······················································································································2 The Big Thing ······················································································································6 Recruitment ······················································································································6 Fundraising ······················································································································6 Positioning ······················································································································6 Positioning ······················································································································6 The Problem ······················································································································8 Why it matters ······················································································································8 Be Smart ······················································································································8 Primary PHC Contacts ·········································································································9 The Solution ····················································································································10 News Releases ···················································································································10 Important Note – IMAGES OF SCOUTS ·········································································10 Useful Tips ····················································································································10 Get to know reporters personally ···········································································11 Always give the media information that is newsworthy ········································11 Develop a virtual media kit that resides on your unit’s website ····························11 Make yourself available to the media at any time ·················································11 Always thank a reporter for the coverage ······························································12 How to Guide ····················································································································13 1. Find an angle ·················································································································13 2. Craft your press release ·································································································13 3. Pitch to local media ·······································································································13 Side Note ················································································································14 4. Follow-up ····················································································································14 5. Follow-through ·············································································································14 Leadership Information ··················································································································16 Leadership Bulletin ············································································································16 Press Releases ····················································································································17 Elements of a Press Release ·······························································································17 Results ····················································································································18 3 TABLE OF CONTENTS (Continued) Recent Story Placements That Work ·····························································································19 American Heritage ·············································································································19 Awards ····················································································································19 Camping ····················································································································19 Citizenship in the Community ···························································································20 Community Service ···········································································································20 Continuing Education ········································································································20 Cub Scouts ····················································································································21 Eagle Advancement ···········································································································21 Eagle Scout Projects ··········································································································21 Entrepreneurship ················································································································21 Events ····················································································································21 Explorers ····················································································································22 Field Trips ····················································································································22 Fundraising ····················································································································22 Girls in BSA ····················································································································22 Human Interest ···················································································································23 Merit Badge Midway ·········································································································23 Patriotic Themes ················································································································23 Recruitment ····················································································································23 Reverence ····················································································································23 Scout Heroism ····················································································································24 Sea Scouts ····················································································································24 Testimonials ····················································································································24 Trust in Scouts/Trustworthness ··························································································24 Venturers ····················································································································24 Templates ····················································································································26 Press Releases ····················································································································27 Unit Fact Sheet ···················································································································37 Images & Photographs ·······································································································38 Graphics ····················································································································40 Media Appendix ····················································································································42 Newspapers ····················································································································42 Radio Stations ····················································································································43 PHC Facebook Page & Group Inventory ···········································································45 Further Reading ····················································································································49 4 5 The Big Thing This Media Style Guide is intended to be used by local unit leaders to promote their units and activities to local media. Efforts to promote your Pack, Troop, Post, Ship or Crew is important for three major reasons: Recruitment Positioning Fundraising Recruitment: Publicity in local media helps excite growth in Scouts and volunteers. When your unit does something worthwhile to the community, it attracts others who may want to be associated with your group because of its reputation. Fundraising: We all know what it’s like to raise money to pay for campouts, field trips