Generating media coverage

What's the story?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Download the template for Leonard Cheshire Disability

Download the template for Guide Dogs

Download the template for the Alzheimer's Society

Please also share your story with us at stories.scouts.org.uk

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting’s key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

Through A Million Hands we want to mobilise half a million Scouts in support of four social issues chosen by our young people. From dementia to those disabled by society, from improving the mental wellbeing and resilience of our communities to ensuring everyone, everywhere has access to clean water and sanitation…These are big issues of our time, but our young people want to tackle them head on.

Our aim is to build real and lasting relationships in communities that will enable young people to continue taking social action long into the future. We are marrying our Movement of over half a million people, reaching into every community across the UK, with the knowledge and expertise of organisations committed to social change.

For more information please see amillionhands.org.uk

What quote should I use?

Make sure you get a quote from a young person. The quote should reflect their excitement at being a part of A Million Hands a positive experience they have gained. This could be about a new activity they have tried, building friendships or simply enjoying themselves.

Also include the quote of an adult volunteer. What have they gained from the experience? It could be organisation skills, confidence or just the reward of helping young people have a positive experience.

When taking a picture to go with your press release try to be as creative as possible. Static or posed shots aren’t nearly as effective as action shots.

Try to get a picture of some group members involved in an activity. Capture them having fun and looking like they are enjoying themselves.

Action shots tell more of a story, try to spend some time prior to the event thinking about what activities will offer a good photo opportunity, and if there is anything you might need to bring along to help get the right shot.

Also consider your surroundings, backdrop and lighting. It is hard to get a great shot in a dimly lit Scout HQ.

Stay firm

Write the story you want to write. Don’t let the reporters sway your decision making.

This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

This is one of a series of guides that explain how everyday events in the life of a Scout Group, District or County can be used to generate media coverage.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

Explain who the speaker is with their name and title and who they will be speaking to.
What the speaker is going to be covering on their visit, their story skill interest and any background information on this.
Explain when the speaker is attending the unit with the date and time.
Where the speaker is visiting and also where the speaker is coming from, local, national or international.
Why is the speaker coming? Does it tie in with work that the unit are doing or badge work or does it relate to the scout message and brand (Everyday Adventure and Challenge, Fun and Friendship, Positive Impact)

What quote should I use?

When including a quote, get a quote from a scout who has been positively affected by this speaker. You could also get a quote from the speaker themselves talking about how much they enjoyed interacting with the young people during the visit. The quote should capture the story.

What picture should I use?

When taking the picture to go with your press release, try to be as creative as possible. Do not go for the obvious photo of the speaker surrounded by the troop or the visitor talking while the unit listen. Plan something so that you can set up an action shot with interaction of the speaker with the unit while you are taking the photos or think about props that can be used.

Stay firm

Write the story you want to write. Don't let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

It's also worth checking out the template press release.

What are the facts

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

When including a quote, be sure to get the quote from the scout leader that actually received the award. If there are multiple scout leaders who got an award, pick the ones with unexpected stories.

What quote should I use?

When including a quote, be sure to get the quote from the scout leader that actually received the award. If there are multiple scout leaders who got an award, pick the ones with unexpected stories.

The quote should tell the story in itself. This means the quote should include their excitement, award name, and their accomplishments. Also, if a quote is formed, it cannot be edited. That is the reason why the quote is so important and crucial.

What picture should I use?

When taking the picture to go with your story, try to be as creative as possible. Posed, static shots aren't nearly as good as action shots. Action photos tell more of a story than a picture of a person just standing holding an award.

Stay firm

Write the story you want to write. Don't let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting’s key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story

The key elements of this story are that through scouting young people are given the opportunity to build friendships, enjoy new experiences, gain life skills, aid personal development and enjoy everyday fun and adventure.

What quote should I use?

Make sure you get a quote from a young person. The quote should reflect their excitement at being a part of the event and a positive experience they have gained. This could be about staying away from home for the first time, a new activity they have tried, building friendships or simply enjoying an adventure.

Also include the quote of an adult volunteer. What have they gained from the experience? It could be organization skills, confidence or just the reward of helping young people have a positive experience.

When taking a picture to go with your press release try to be as creative as possible. Static or posed shots aren’t nearly as effective as action shots.

Try to get a picture of some group members involved in an activity. Capture them having fun and looking like they are enjoying themselves.

Action shots tell more of a story, try to spend some time prior to the event thinking about what activities will offer a good photo opportunity, and if there is anything you might need to bring along to help get the right shot.

Also consider your surroundings, backdrop and lighting. It is hard to get a great shot in a dimly lit Scout HQ.

Stay firm

Write the story you want to write. Don’t let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

Explain who the group is and that they are in need of flexible volunteers to help deliver everyday adventure and friendship to even more young people in the area
Emphasise the importance of recruiting new lead volunteers to increase opportunities for individuals in the largest co-educational movement in the country
Be specific by adding unique details about the group, distinguishing it from other Scout groups that may be in need of volunteers. Why should people volunteer for this group?
Explain the role of the existing leaders of the group and describe the value of their volunteering. Support this with an example case study of a new recruitment which has had a positive impact on the structure of the group and the experience delivered to its young people.
Describe the positive impact that the program has on its young people in developing them as ambitious, influential members of society
The range of typical activities that the young people take part in and the opportunities that they are given to explore new skills
What role are they looking for new volunteers to adopt? What type of activities will they be supporting? Does this tie in with work that the group is currently doing, or does it relate to the Scout brand?

What quote should I use?

When including a quote, get a quote from an existing leader at the group, possibly a recent recruitment, who has been positively affected by their volunteering role. By using a current leader, you are giving a credible first-hand account of the positive impact of being a volunteer for this group.

This quote should support the key messages of the piece, and how volunteering for the group will help it bring every day adventure, fun and challenge to even more young people in the area. This will support and challenge more young people to discover new talents, reach their potential and become active members within their communities.

You should also highlight the significance on the young people who are part of the group, and the opportunities that Scouting gives them.

What picture should I use?

When taking the picture to go with your press release, try to be as creative as possible. Do not go for the obvious photo of the young people and leaders expressing their distress at the group struggling as this displays negativity, rather than promoting volunteering as dynamic and positive activity.

Plan something that you can set up an action shot with interaction of leaders with young people, possibly doing an activity, representing Scouting as a modern, vibrant, adventure orientated organisation.

This reinforces the Scout brand and underpins the relevant key messages by demonstrating the benefits on both adults and young people.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

Scout challenge hikes take place across the UK almost every week of the year. They are ideal vehicles to generate positive media converge. The key to maximising their potential is to make sure that the story does not focus on the award ceremony that takes place after the event but on the adventures that each Scout gets from taking part in the event itself.

Focus on the new skills learnt and the emotions of the young people on completing the task.

What quote should I use?

Make sure you get a quote from a young person. The quote should reflect their excitement at being a part of the event and a positive experience they have gained. This could be about trying new activities for the first time, building friendships or simply enjoying an adventure.

What picture should I use?

Show what went on during the hike rather than what happened at the end at the award ceremony

Get the award in the photo without resorting to the traditional grip and grin pose

Get the subjects of the picture to smile if possible, even though it might be cold!

Stay firm

Write the story you want to write. Don't let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

The key elements of this story are that through scouting young people are given opportunities to expand their life skills, be introduced to new positive experiences, increase social awareness and therefore make more positive contributions to society.

What quote should I use?

Make sure you get a quote from a young person. The quote should reflect their excitement at being a part of the event and a positive experience they have gained from attending.

Include the quote of an adult volunteer. This should demonstrate that by being involved in the visit they benefited by increasing their own knowledge as well as the reward of helping young people in gain potentially life saving skills.

What picture should I use?

When taking a picture to go with your press release try to be as creative as possible. Static shots aren't nearly as effective as action shots.

Try to get a picture of some members involved in an activity. Capture them having fun and looking like they are enjoying themselves.

Action shots tell more of a story of the experiences enjoyed on a visit than for example a static picture of a line of young people alongside a fire engine.

Stay firm

Write the story you want to write. Don't let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

Celebrating the story of a leader has been volunteering for many years. Talk about the difference he/she has made in Scouting and specifically what difference she/he's made in their particular group.
Talk about what he plans to do after he is retired and the ways in which he plans to stay connected to Scouts.
Talk about the best adventure the leader has had in Scouting.
Include a call to action for new volunteers

What quote should I use?

When including a quote, get a quote from a scout who has been positively affected by this leader. You could also get a quote from the leader themselves talking about how much he has enjoyed interacting with young people as they pass through the movement. The quote should capture the story.

What picture should I use?

When taking the picture to go with your story, try to be as creative as possible. Posed, static shots aren't nearly as good as action shots. Action photos tell more of a story than a picture of a person that has just retired. Use a modern photo and resist the temptation to use a historical image.

Stay firm

Write the story you want to write. Don't let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

In order to get the correct message across, you need to talk about the steps this young person took in order to get the particular badge. It should go into detail about the activities and tasks they had to accomplish in order to get the badge. Also talk about how long it took to accomplish. The important element of the story is what they did to get the award not the moment they received it

What quote should I use?

When including a quote, be sure to get the quote from the scout that actually received the award. If there are multiple scouts who got an award pick the 1 or 2 with the most exciting story to tell.

The quote should tell the story in itself. This means the quote should include their excitement, award name, and their accomplishments.

What picture should I use?

Try and find images from activities that contributed to them achieving the award. It's the activities that best illustrate the story not the moment the award is presented. Avoid static images of young people holding badges.

Stay firm

Write the story you want to write. Don't let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

Happy 100th birthday! Reaching this landmark is an exciting time for your Group.

Over the past hundred years Scouting has provided young people the opportunity to take part in a range of adventurous activities that help them to grow into responsible, well-rounded adults.

As we head into the next hundred years of the Movement we will continue to offer up-to-date opportunities that are built around the same values Scouting has always held.

Your 100th birthday is not only a celebration, but a great way to gain media attention and give your community more insight to your Group's past accomplishments and future plans.

How should you celebrate your centenary?

To celebrate, choose activities that acknowledge your past, yet show that you are continuing to stay modern and keep up with the times. The great temptation is to use your birthday to talk about past activities and focus on Scouting's history. While we should be justly proud of our history we must use opportunities like this to focus on what Scouting offers young people today and how it meets their needs. When you arrange your special event, focus on activities that that fall within Scouting's core brand of everyday adventure. Here are four simple ideas that should be easy to organise:

Run a Group barbecue or activity day to show off all the activities your Members undertake. Invite all the parents and the local community.
Stage a climb or abseil up (or down) a 100 ft climbing wall or local building.

Hike a hundred miles (each Group Member hikes for one or more miles).
Run a camp or series of camps to generate one hundred or one thousand nights of camping.

What media should we try and contact?

Please submit the details of your story at stories.scouts.org.uk for more help

What aspects of what you do should we highlight to the media?

Scouting helps to develop a young person's physical, intellectual, social and spiritual potential. To achieve this Scouts participate in all types of activities, many of which would not be feasible if the young people had to do them on their own. Use the celebration to:

talk about the fun that adults get from being involved in the Movement. Being positive about adult involvement will help you recruit new adults in the future
describe future plans for the Group eg this year's summer camp, an expedition, updating your meeting facilities, a fun day and so on
talk about the recent activities you have undertaken that have been very successful eg camps and day trips
ÂŸ talk about your Group's continued growth. Most Scout Groups have grown in size in the last few years. Nationally, membership has grown for the last three years. The growth in Scouting will surprise most journalists.

Make sure you help any journalist you talk with think about the next hundred years as well as the last. Journalists love statistics so work out some facts that show:

Approximately how many thousand young people have been through the Group in the last hundred years? (You will be surprised at the numbers!)
A Group that has averaged a membership of 75 young people over the last 100 years (with an average membership of two years) will have had around 3,750 young people from that local community through its doors during the lifetime of the Group.
Approximately how many Groups in your town or County are 100 years old this year (it won't be many).

What type of pictures should we take to show off Scouting at its best?

Pictures are a great way to quickly grab a reader's attention. Below are some simple dos and don'ts for getting that perfect picture of your centenary celebration:

DO

Focus on action and adventure shots (climbing, cooking camping etc)
Show lots of smiles!
Focus on the young people
Have pictures of girls and boys (We are the largest co-educational youth movement in the UK)
Balance any archive images with new ones

DON'T

Use pictures that exclusively feature adults
Focus on the old fashioned side of the Movement's activities (eg marching, flag waving, church services etc)

Stay firm

Write the story you want to write. Don't let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

Explain who the awardee is with their name and title. What event happened for this prestigious award to be gained.
The time/date of the event and location and also what happened after the event. Try to include the feeling around what happened before, during and after.

Where possible connect the event with Scouting. Does it tie in with work that the unit are doing or badge work or does it relate to the scout message and brand (Fun, challenge, adventure, friendship, community etc)

What quote should I use?

When including a quote, get a quote from:

The person receiving the award.
Â A Leader or Scout representative.
A family or friend.
The person presenting the award.

The quote should capture the story but also the feelings of the people involved.

What picture should I use?

When taking the picture to go with your press release, try to be as creative as possible.

A Suggestion would be person holding medal and behind them the young people waving, jumping, clapping, smiling

If the person can be holding the award while in the location where the event happened then this may also be good

Stay firm

Write the story you want to write. Don't let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

The story should describe how much the Scouts support and care about Remembrance Day. You want to make sure it is made clear how they support this day. They can go to a museum, visit a memorial or monument, etc. Also, talk about the tradition they have of wearing poppies on their shirts to remember past soldiers. The message should say that the Scouts care about the history and elders of their country.

What quote should I use?

When including a quote, be sure to get the quote from the scout that actually did the Remembrance Day activity whether it was visiting the museum, a memorial, etc. The quote should include how they are remembering veterans and fallen soldiers on that day. The quote should tell the story in itself.

What picture should I use?

When taking the picture to go with your press release, try to be as creative as possible. Posed, static shots aren't nearly as good as action shots. Action photos tell more of a story.

For example, a Scout is looking for names on a monument or talking with a veteran.

Stay firm

Write the story you want to write. Don't let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Who was there? What happened on the camp? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

What is the story?

Explain who went on the camp with regards Beavers, Cubs and Scouts and mention the spread of ages in attendance as well as mentioning leaders and equally importantly any parent helpers that may have come along.

What did the camp set out to achieve (everyday adventure, fun, challenge activities experiences) and what took place on the camp.

When was the camp and how long was it for. Is this an annual or biannual event?

Where the camp was held, describe the type of environment to which the camp is based in (woodland, open space, river etc). If the camp extended past the boundaries or activities were held in nearby locations then these also need mentioning to get a real feel to the area covered over one weekend.

Why the camp was held. is it held year after year? Was there particular reasons for the occasion (Annual, first camp, badge work, fun, challenge adventure friendship, community etc)

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

Print, radio or even TV journalists are always keen to cover an event that has an interesting story line. If you are planning or have carried out a Scout camp then this will have many interesting elements to it and it is your job to ensure you express all of them and make it an interesting story, which is what journalists want.

Consider all of the activities involved in the camp (camping, hiking, climbing, water sports, archery, incident hike, caving, cooking, bivouacking etc.) Don't forget activities that you may take for granted as these will also need expressing: fires, tent erection, backwards cooking, sleeping overnight.

Our essence is Everyday adventure and a Weekend camp is full of it and needs to be expressed through mentioning key words such as:

Fun

Challenge

Adventure

What quote should I use?

When including a quote, get a quote from:

A scout who has been positively affected by the camp (funny, awesome, cool, exciting)Â

A Leader describing positively how the weekend has run (success, achieved, great time, challenges)

A parent describing what impression they have from the weekend (happy, friendship, busy, learning, exciting etc).

The quotes should capture the story.

What picture should I use?

When taking the picture to go with your press release, try to be as creative as possible. Do not go for the obvious photo of the kids in a group stood still while looking at the camera. Try and get action and interaction.

Take photos throughout the weekend of all the activities and make sure that the scout brand is in the shot (neckchief/scarf, logo, camp sign etc) Unless competent it is best to keep away from night photos as these rarely look good in a newspaper. The photo has got to capture the elements of:

Fun (smile, laughter etc)
Challenge (kids participating in an activity that needs training â€“ climbing, archery etc)
Adventure (Kids doing an activity which has an element of controlled risk in it â€“ Zip wire, canoeing etc)

Photo shots can always be set up with props used and consider diversity, young adults, girls and boys.

Stay firm

Write the story you want to write. Don't let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why
Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting's key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What's the story?

The key fact to hold on to is that the story is not about the size or nature of the funds that have become available to Scouting. The story is about what the funding will enable Scouting to achieve and how the funds are going to be used. In your release you should explain how the money that was given is going to help Scouting and what specifically will change as a result of the funds being made available. Talk about the different activities they will be able to do now that they have the new building, new equipment a new minibus etc. Keep coming back to the new adventures that the funding will enable our members to have.

What quote should I use?

Make sure you get a quote from a young person or leader that is benefitting from the equipment, building, minibus etc. Getting a firsthand response from someone involved in the story will bring the story to life.

A good example of a leader talking about a building grant would be;

"This grant will mean that we can provide a great new facility that makes it possible for our Scouts to have an adventure every week of the year."

A good example of a youth Member talking about an equipment grant might be:

"I'm so happy my Scout Group has got a grant from xxxxxxx. Now we have a climbing wall in the HQ can have a go at climbing every week. I used to be scared of heights now I love climbing. It's a real challenge"

A good example of a youth Member talking about some funding for a new minibus might be

"This money means we have got a new set of wheels. I am so looking forward to going on our summer expedition to Scotland in it. It's the first time I have ever been such a long way from home. It's going to be a real adventure."

What picture should I use?

When taking the picture to go with your press release try to be as creative as possible. Posed, static shots aren't nearly as good as action shots. If your grant has been used to buy some new equipment take a picture of the scouts using that equipment. If the money went towards an extension to an existing building, take a picture of the scouts doing an activity within the building. Action photos tell more of a story than a picture of a person presenting a cheque.

Stay firm

Write the story you want to write. Don't let the reporters sway your decision making. This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting’s key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

What’s the story

The key elements of this story are that through scouting young people are given the opportunity to enjoy new experiences and enjoy everyday fun and adventure.

What quote should I use?

Make sure you get a quote from a young person. The quote should reflect their excitement at being a visiting the store and a positive experience they have gained. This could be about getting so see parts of the store that are not normally open or trying a new food.

Also include the quote of an adult volunteer. What have they gained from the experience and what surprised them?

There is also a quote from Tesco in the release template below

When taking a picture to go with your press release try to be as creative as possible. Static or posed shots aren’t nearly as effective as action shots.

Try to get a picture of some group members holding food or making bread. Capture them having fun and looking like they are enjoying themselves.

Action shots tell more of a story, try to spend some time prior to the event thinking about what activities will offer a good photo opportunity, and if there is anything you might need to bring along to help get the right shot.

Also consider your surroundings, backdrop and lighting.

It's also worth checking out the template press release.

What are the facts?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Make sure you summarise the whole story in the first paragraph of the release. A journalist should be able to grasp the basic details of what went on by reading this paragraph. The remainder of the release is a detailed expansion of the facts.

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious, What do you want the reader to know about Cubs100? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting’s key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support the messages below;

Cub Scouting is adventurous, challenging and exciting
Cub Scouting build character and resilience
Cub Scouts have made a huge impact on society over the last 100 years

What’s the story

The key elements of this story are that through scouting young people are given the opportunity to build friendships, enjoy new experiences, gain life skills, aid personal development and enjoy everyday fun and adventure. Cub Scouts have been doing this for 100 years and we want to tell the world

You can find four template press release below

Please also remember to share your stories via stories.scouts.org.uk

What quote should I use?

Make sure you get a quote from a young person. The quote should reflect their excitement at being a part of the event and a positive experience they have gained. This could be about staying away from home for the first time, a new activity they have tried, building friendships or simply enjoying an adventure.

Also include the quote of an adult volunteer. What have they gained from the experience? It could be organisation skills, confidence or just the reward of helping young people have a positive experience.

When taking a picture to go with your press release try to be as creative as possible. Static or posed shots aren’t nearly as effective as action shots.

Try to get a picture of some group members involved in an activity. Capture them having fun and looking like they are enjoying themselves.

Action shots tell more of a story, try to spend some time prior to the event thinking about what activities will offer a good photo opportunity, and if there is anything you might need to bring along to help get the right shot.

Also consider your surroundings, backdrop and lighting. It is hard to get a great shot in a dimly lit Scout HQ.

Stay firm

Write the story you want to write. Don’t let the reporters sway your decision making.

This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.

What's the story?

All good media work begins with a press release. When starting out writing your press release make sure you answer the following questions.

Who
What
When
Where
Why

Who was there? What happened? When it happened, Where it happened, and Why the event occurred.

Inviting your MP to see first-hand the amazing work you do helps to raise awareness of Scouting. A visit can help you to:

Ensure your MP understands that Scouting provides a really important service in the local community and is run solely by volunteers.
Challenge out-of-date perceptions of Scouting, particularly about the diversity of our young people (some MPs are still surprised to see girls are involved!). MPs are always so impressed with the work of volunteers to make Scouting more inclusive, so if you have a Better Prepared Group in your District, now’s the time to shout about it.
Build a relationship, even friendship, with your MP and secure future support for local Scouting. If you are facing a particular problem locally, you can ask your MP for advice or support with that issue.

If you would like to make contact with an MP regarding a visit please contact our Public Affairs Team- Rachel Wenstone; Rachel.wenstone@scouts.org.uk / 020 8498 5403

Key Messages

Key messages are essential tools in all communications work. To be effective as a communicator you need to identify the key messages that you want to deliver and use them as a way of structuring your writing.

Every piece of communication should have a key message. Is it obvious? Do you know what it is? If a story your writing doesn't have a key message and demonstrate Scouting as a modern, growing, adventure based organisation why are you writing it?

All of your stories should provide an opportunity to deliver Scouting’s key messages. These messages can be demonstrated in every part of your story from the who, what, when, where, why to the images and quotes. All of the information that you include should support your messages.

You could ask your MP to:

Post about the visit on their social media.
Release a press release or put up a news story on their website.
Add a comment to your press release.
Put you in touch with a local councillor, business owners or schools.

What quote should I use?

Make sure you get a quote from a young person. The quote should reflect their excitement at being a Scouts and having the MP come and visit and the positive experience they have gained. This could be about a new activity they have tried, building friendships or talking to the MP.

Also include the quote of an adult volunteer. What have they gained from the experience? It could be organisation skills, confidence, bringing the community closer together or just the reward of helping young people have a positive experience.

When taking a picture to go with your press release try to be as creative as possible. Static or posed shots aren’t nearly as effective as action shots.

Try to get a picture of some group members talking to the MP and including them in their activities. Capture them having fun and looking like they are enjoying themselves.

Action shots tell more of a story, try to spend some time prior to the event thinking about what activities will offer a good photo opportunity, and if there is anything you might need to bring along to help get the right shot.

Also consider your surroundings, backdrop and lighting. It is hard to get a great shot in a dimly lit Scout HQ.

Stay firm

Write the story you want to write. Don’t let the reporters sway your decision making.

This goes along for the picture as well. Once you make up your mind for a picture you want to use, set it up and tell them what you will be using for the picture.