Toolboxes have hammers; media relations have press releases. They’re the most basic tool for organizations to get the word out. They’re free to submit, follow a standard structure, build relationships with media contacts, establish credibility, and are a cinch to write. Here’s one I wrote for my high school alma mater, an international school in Botswana on whose board I serve. Among other distinctions, the school is known for its marimba music prowess. The sizzling band tours the U.S. biannually to raise funds for orphan and vulnerable children scholarships. Because the music sets my feet afire, and because I believe in the cause, I volunteer to help promote concert events by notifying area media with press releases. Someone please alert me when standard press release formats begin to accommodate auto-playing music; I defy you to find anyone who can resist these rhythms!
