"The purpose of arts education is not to create more artists... the purpose is to produce complete human beings who can function productively in a free society." -Dana Gioia, Chairman of the National Endowment for the Arts

The negative consequences of curriculum narrowing are even greater for low-income students, which means the practice can end up magnifying achievement gaps.
Source: The Hidden Costs of Narrowing the Curriculum, The Center for Comprehensive School Reform and Improvement

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Updated: 7/29/08

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Home > No Child Left Behind > Writing Press Releases

Tips on Writing Press Releases and Advisories

• Before you start writing, think about who you ultimately want to reach through the media —in other words, your target audiences.  Is it parents, teachers, community members or school officials? Then, gear the information in your release towards reaching these audiences. 

• Anticipate reporters' questions by answering "the 5 W’s" (Who? What? When? Where? Why? How?) in the first paragraph.
  
  
• Tell what's new, timely, and unusual.  Explain why what you're "pitching" makes a good story.
  
  
• Create a catchy headline to attract immediate attention.
  
  
• Make your news timely by tying your event or story idea to recent coverage at the news outlet. 

• Short and simple is best.  Keep your release or advisory to under a page and avoid long sentences. Don't use jargon that most people wouldn't understand.
  
  
• Use local examples of student's achievements or school arts education programs that highlight successes for maximum impact. 
• Tell how arts education has helped in your schools or give details about local arts programs or events.
  
  
• Be accurate.  Check your facts.

Press release v. press advisory: Which should you send?

• Media Advisory: A one page announcement of a news event, such as a press conference, before it happens.  An advisory invited the press to cover and convinces editors that an event is newsworthy. This is sent a week or more before an event.  Click here for an example.
• Press Release: A mini-story that summarizes the event or report with basic message in objective style.  It should feature interesting and colorful quotes. It is sent immediately after an event.  A press release should be written in a way that it stands in for a reporter and could be run verbatim as an account of what occurred. Click here for an example.

What to Do After You’ve Sent a Press Release or Advisory:

• Follow up is important to be sure the reporters have seen the release.
  
  Before you call a reporter, do your homework, so that you are able to have an informed conversation. 
  
  
• Make sure you are talking to the right reporter.  For example, ask the reporter if he/she would cover an arts education-related story.
  
  
• Reporters are busy and often work under tight deadlines. Try to be brief and mindful of their time. Call in the morning; avoid lunchtime and late afternoons when reporters are usually on deadline.
  
  
• When you call, say your name, where you are calling from and make sure the reporter is free to talk.  For example, you might say, "Hello. This is Jane Doe and I am calling for the Anytown Primary School about the importance of arts education. Is now is a good time to talk?"
  

Track Your Progress!

• Set up Google alerts and use other online news site like Yahoo! to track any hits in the media. 

Click here to read Media Paints Arts Education In Fading Light

To view an expanded list of resources, click here.

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