Never pursued media coverage before? It’s easier than you might think - here are some tips from Brenda Sweeney, a Cub Leader and partner in a public relations firm:

1. Get to the Point – Media people want to know what makes your story newsworthy. Be sure to tell quickly and directly by covering the Who, What, When, Where and Why and How of your event (5Ws + 1H).

2. Plan Ahead – Send your local newspaper an advisory about your upcoming event and suggest that they send a photographer. Again be sure to list the 5Ws of your event.

3. Look Professional – If you want to send in a media release, use the template found on the Scouts Canada website. It looks professional. And don’t forget to include a picture.

4. Get Permission – If you send in a photo of a person, especially a child or youth member, be sure to get a photography release form signed to get their parent’s/guardian’s permission. It’s also on the website.

5. Build Relationships – Get to know your local newspaper’s editor and the reporter who usually covers community events. Ask what their deadlines are and what they’re looking for in terms of stories.