Discussion: Press Release assistance

So - I've taken on the mantle of PR for the ROC... I'd be interested in comments on the following press release I plan for local media. I'm fighting to:
- keep it short
- include all relevant info
- keep the language simple
- make it exciting enough to get coverage

And yes, others are welcome to borrow this as a template if you like it;-)

ROCHESTER ORIENTEERING CLUB HOSTS ANNUAL ICEBREAKER AT WEBSTER PARK

Rochester, N.Y., April 25, 2010: The Rochester Orienteering Club will host the first of the season’s orienteering meets on Sunday, April 25th, 2010. Participants will be given maps of the park with key locations noted. They must “punch in” at each of those locations in turn, and race to the finish. Separate courses will challenge participants of different age groups with ribbons for winners in categories of M/F 12-, 14-, 16-, 20-, Open, 45/35+, and 65/55+.

This event also counts as the first in the club’s Championship Series. Points from this and five additional races held throughout the year will determine a Club Series Champion (in the same categories) in October. The best four results over the six races will count, allowing for participants to miss an event or improve upon an earlier result.

The event begins at 12 noon, and with staggered-starts, all competitors must punch in at the starter’s table by 2:00 pm. Competitors will have no more than 2 hours to complete their course. Approximate distances and time for completion of this event:
• White, 1.5km, 30min, M/F 12-;
• Yellow, 2.5km, 40min, M/F 14-;
• Orange, 3.5km, 50min, M/F 16-;
• Brown, 3.5km, 50min, M65+/F55+;
• Green 4.5km, 50min, M/F 20-/M45+/F35+;
• Red, 6.5km, 60min, Open.
Any competitor can participate on any course, but series participation must be within an appropriate class. Beginner instruction leading to a White course will be available (but please plan to arrive early). Groups and families welcome. Cost: $6 per entry (groups count as 1 entry).

Recommended dress: Appropriate for walking, running, or off-trail movement within your capabilities. As an early season event, the park is definitely going to be wet and muddy in places. Runners should expect to have plenty to clean after the race, walkers may be able to pick their way around the worst. Long sleeves and nylon sweat pants can provide protection if you plan to leave the trail. A compass would be helpful, and the club has some to loan if needed.

About the Rochester Orienteering Club:
The Rochester Orienteering Club is a not for profit that organizes orienteering events in the Greater Rochester, N.Y., Region. It holds two events per month during the spring, summer, and fall, and organizes several ski-orienteering events each winter. For more information: http://roc.us.orienteering.org

Pretty awesome for a newbie to PR!

I'm assuming you also included your contact info in the release so that they can get in touch w/ you in case they would like to get more information or ask questions? Of course not something you'd probably want to post on the worldwide web here, so just checking.

With any press release, you want to answer the interrogatives- who, what, where, when, why, how. You did that. You might want to give a little more detail on location and cut out other data that isn't critical. I generally try to keep it to 1 page... journalists are super busy and always on deadline.

Also, do note that while the use of press releases is pretty standard, what is more important, especially w/ someone in your position as a newbie to filling the PR role, is to find out which journalists cover your beat and if its possible meet them and develop a relationship.

And put social media to good use too. You can often cut and past portions of a release into your social media stuff very easily, and of course put up links to your club's web page for the event on the social media. There's a lot of changes going on in the media right now...lots of downsizing with 1 person doing what used to be 5 people's jobs...more use of social media (for example journalists picking up a news tip form a tweet or facebook page status update instead of the old-fashioned news release).

Also, since press releases often wind up in a stack of faxes that never get read in the newsroom, or an inbox of e-mails where only the most striking attention grabbing subject lines ever get read, look for other options for publicizing w/ the media. Many media outlets offer automated online calendar submissions for events. In my area for example, I was able to recently publicize an event on a radio station's event's calendar, the local newspaper's events calendar, and eventfull.com

Good luck!

Orienteering terminology that is habit to us is sometimes confusing to beginners. I see you use "locations" instead of "controls" or "control points" (good). You might also consider "check in" or "clock in" instead of "punch in".

@ccsteve: Your PR looks like it is intended to serve as both an announcement to the public and one that could be posted here on AP. That is not necessarily a good thing.

I suggest trimming the overtly competitive aspects (classes, series, point,etc.) as well as some jargon (unless it is explained). However, the athletic aspects can and should be included.

I'm not sure the course listing is needed. It should suffice to describe a range of lengths, as well as (very important) ability levels -- mostly in terms of off-trail navigation required.

Disclosure: All this comes from someone who wrote PRs just once for an event, and was not aware of any that made it into print. That may, however, have had more to do with timing (too close to the event date) than anything else.

Also, do note that while the use of press releases is pretty standard, what is more important, especially w/ someone in your position as a newbie to filling the PR role, is to find out which journalists cover your beat and if its possible meet them and develop a relationship.

I'll second that.

I'd try asking them what works best for them and what makes a release most useful. In my dealing with journalists, they've been very good about helping me understand what they need and don't need.

Yeah, I agree w/ GuyO on cutting back a little bit on the jargon / competitive classes too. You can always point them to your web page for more detailed information if they need it.