Press Release and Press Kits

Transcription

1 National Drug Court Month Media Kit This media kit will provide you with the necessary tools to reach out to the media and build lasting relationships that will produce coverage of your program for years to come. Press Release and Press Kits Press Release A press release provides news about an organization or event. It is usually ed to press contacts, but it can also be faxed. A press release may be up to two pages long, although short one-page releases are preferred. When ing a press release, always send it in the body of the - never send it as an attachment! The format starts with "Press Release" or News Release at the top, and continues with contact information and date of the release or a reference to "For Immediate Release." A catchy headline precedes the first paragraph. Often the purpose of a press release is to invite the media to an event, such as a news conference, grand opening of a new DWI Court or a graduation. It's an invitation to attend an event that may or may not be open to the public. The headline is the event. The first paragraph is very short and covers details of the event such as the location, time, where to enter a building or information regarding parking. If special I.D. s are required to enter your courthouse, please include that information on the release. How to Format a Press Release Press Release Type it on your Drug Court letterhead (8 1/2 x 11 ) or if you are sending a release electronically, include a logo, if appropriate.

2 List a contact person and his or her phone number and address in the upper right corner of the page. Write IMMEDIATE RELEASE in the upper, left-hand corner of the page. Come down almost a third of a page and center the title of the release; use a brief and catchy headline to describe the story. Be brief - one to two typed, double-spaced pages, with wide margins. Avoid printing on the front and back. Use a dateline that includes the date, time, and location. Write in an active voice, and use short sentences and paragraphs. (In sentences written in an active voice, the subject performs the action expressed in the verb.) If your release is longer than one page, type -MORE- at the bottom of every page that continues. Identify subsequent pages with a slug, i.e., a one-word description from the headline followed by the page number in the upper, left-hand corner. (Pages can easily get separated in a newsroom.) Indicate the end of the release by typing ### at the end of the final page. Carefully proofread your release. Content Press Release Include at least two to three of the five W s (Who, What, Where, When, and Why) in the lead (first) paragraph. Summarize the climax in the lead. It should be interesting enough to hook the reporter into reading the rest of your release. Include the remaining Ws in the second paragraph. Identify your Drug Court spokesperson no later than in the third paragraph. Use quotes to make an emotional point or to state an opinion. A good release usually contains at least one or two quotes (including at least one that appears within the first four paragraphs). Include background information about your Drug Court in the last paragraph. Double-check names, dates, places, numbers, and quotes for accuracy.

3 Sample Press Release For Immediate Release Contact: Name of Contact Contact Title Phone Number [Local Drug Court Letterhead] Drug Court Celebrates National Drug Court Month and 25 th Anniversary of Drug Courts with Graduation/Commencement Ceremony XXX Slated To Deliver Keynote Address CITY, STATE, DATE In celebration of National Drug Court Month and the 25 th Anniversary of Drug Courts, the [NAME OF DRUG COURT] will hold a graduation ceremony on [DATE] at [LOCATION]. The Hon. XXX, chief executive of XXXXX County, will deliver the keynote address. This is the court s Xth ceremony since it was founded in XXXX. More than XX men and women are expected to be among this year s graduates. The ceremony marks their completion of an intensive program of comprehensive drug treatment, close supervision, and full accountability. National Drug Court Month is coordinated on a national level by the National Association of Drug Court Professionals (NADCP). This year, Drug Courts throughout the nation are celebrating National Drug Court Month with the theme: Celebrating 25 years of Drug Courts. Next week s uplifting commencement ceremony is evidence of the tremendous impact the [NAME OF COURT] has had on our community and will send a powerful

4 message that Drug Courts have been a proven budget solution that saves lives and money for the past 25 years. [HAVE A QUOTE FROM YOUR JUDGE OR A LOCAL OFFICIAL? WORK IT IN HERE.] Twenty five years ago, the first Drug Court was launched in Miami, Florida, sparking a fundamental change in how America responds when a drug addict or alcoholic is arrested. Today, more than 2,840 Drug Courts are in operation in all fifty states and U.S. territories successfully treating 142,000 drug-addicted individuals a year. Since 1989, Drug Courts have saved over 1.3 million lives and billions of tax dollars, forever changing the course of a predominate lock-em up philosophy in America and proving once and for all that treatment does work when accompanied by accountability. Due in part to the extraordinary success of Drug Courts, 40 years of escalating prison populations have also reversed course and are declining. The U.S. prison population fell for the third consecutive year from an all-time-high of 1.6 million state and federal inmates in 2009 to 1.5 million in For the first time ever, the pace of growth among the federal prison population declined. For the past 25 years, Drug Courts throughout the country have demonstrated that a combination of accountability and compassion should be the foundation upon which our criminal justice system handles drug addicted individuals, said NADCP CEO West Huddleston. By treating our chronically addicted offenders, we can save vast amounts of money, protect public safety and reduce drug abuse in the community. Mr. Huddleston acknowledged the progress of the last 25 years, but stated that more can be done. In order to truly end the cycle of substance abuse and crime, he added, we must put a Drug Court within reach of every eligible American. Like the more than 2,840 operational Drug Courts in the United States, the [NAME OF COURT] is a judicially-supervised court docket that reduces correctional costs, protects community safety, and improves public welfare. In Drug Courts, seriously drug-addicted

5 individuals remain in treatment for long periods of time while under close supervision. Drug Court participants must meet their obligation to themselves, their families, and society. To ensure accountability, they are regularly and randomly tested for drug use, required to appear frequently in court for the judge to review their progress, rewarded for doing well and sanctioned for not living up to their obligations. Research continues to show that Drug Courts work better than jail or prison, better than probation, and better than treatment alone. [HAVE A QUOTE FROM A GRADUATE? WORK IT IN HERE] Drug Courts are this nation s most effective strategy at reducing recidivism among seriously drug addicted, nonviolent offenders with long criminal histories. Nationally, 75% of individuals who complete Drug Court are not re-arrested. Drug Courts save up to $13,000 for every individual they serve and return as much as $27 for every $1 invested. [PROVIDE INFORMATION ON YOUR COURT] ####

6 Write and place an OpEd National Drug Court Month typically gets significant media attention. One way to enhance this attention and ensure our message gets out is to write an Opinion Editorial (OpEd). One of the unforeseen outcomes of the current financial crisis is a renewed interest in criminal justice reform. This makes our National Drug Court Month theme even more relevant. An OpEd is a great way to remind your legislators that Drug Courts are a Proven Budget Solution and must have their support. Here are tips for getting your OpEd published. Find a news hook. Your Drug Court graduation is newsworthy. Give it an extra hook by relating it to the broader discussion of the economy. Your hook is that Drug Court is a proven budget solution that must be expanded in order to save valuable resources. (If your Drug Court is in jeopardy of losing funding say so!) Know the word limit. Newspapers have limited space, and editors don t have the time to cut your piece down to size. In general, 750 to 800 words will do, but check the paper s oped page to find out their preference. Stick to a single point. You only have 750 to 800 words. Make one point clearly and persuasively. Humanize your OpEd. Illustrations, anecdotes and personal stories help explain and bring complicated issues to life. Think about your personal experiences in Drug Court and use them in the OpEd. Make a specific recommendation. This is an opinion piece. State your opinion on what is needed to ensure your Drug Court can continue to operate effectively. Draw the reader in, but get to the point. Your first paragraph should draw the reader in by using a dramatic vignette or a well-stated argument. If you choose to open with an anecdote or other device, make sure you quickly get to the point. End with a bang. Your final paragraph is as important as your opening paragraph. Be sure to summarize your argument in one strong final paragraph. Follow up. Most op-ed editors will respond to you within a week. If you haven t heard in that time frame or if your piece is particularly time sensitive, you can make one follow-up phone call to be sure it was received and ask about its status.

7 SAMPLE STATE OPED Celebrating National Drug Court Month This May, Drug Courts throughout [YOUR STATE] will join over 2,800 Drug Courts nationwide in celebrating National Drug Court Month. By month s end, thousands of individuals who entered the criminal justice system addicted to drugs and facing incarceration will complete Drug Court and emerge as productive, taxpaying citizens. National Drug Court Month arrives amid renewed interest in criminal justice reform. National and state leaders are looking to reform the criminal justice system to see how best to reduce our costly overreliance on incarceration. Sentencing and prison reform is a start, but if we are serious about reducing substance abuse, crime, and recidivism while saving money for taxpayers, than we must continue to expand Drug Courts. In [YEAR], the first Drug Court in [YOUR STATE] opened its doors with a simple premise: rather than continue to allow individuals with long histories of drug abuse and crime to cycle through the criminal justice system at great expense to the public, use the leverage of the court to keep them engaged in drug treatment long enough to be successful. Today, Drug Courts have proven that a combination of accountability and compassion can not only save lives, but save valuable resources and reduce exorbitant criminal justice costs. More research has been published on the effects of Drug Courts than virtually all other criminal justice programs combined. In 2012, the U.S. Government Accountability Office submitted a report to the Congress confirming Drug Courts reduce substance abuse and crime and save money. Nationally, Drug Courts return to the community up to $27 for every $1 invested. Drug Courts reduce crime by up to 50%, and the longest study to date shows reductions lasted an astounding 14 years. Moreover, studies show that the more serious an individual s drug addiction and the longer his or her criminal record, the better Drug Courts work. This approach not only diverts individuals from a life of drug abuse and crime, but has been proven to reduce use of jail or prison beds and family conflicts associated with domestic violence and child abuse. In December, the Government Accountability Office submitted a report to Congress confirming Drug Courts reduce substance abuse and crime and save money. [YOUR STATE] is now home to over [XX] Drug Courts and is setting a national standard for smart on crime justice policies that reduce recidivism and save money. These programs keep our roads safe from drunk drivers, intervene before our youth embark on a debilitating life of drug abuse and crime, and give parents the tools they need to stay clean and maintain custody of their children. Drug Courts represent a path ahead that will not only save critical money for taxpayers, but save the lives of our neighbors and our troops suffering the ravages of addiction and mental illness. This year s National Drug Court Month celebration should signal that the time has

8 come to reap the economic and societal benefits of expanding this proven budget solution to all in need.

9 Build Your Own Press Kit What is a Press Kit? It is a package of information to present to the reporters covering your event. The press kit is usually a standard two-pocket folder that could display your county or Drug Court logo and include a place for your business card. Your press kit can include a one-page press release describing your event; a fact sheet about your court and a national fact sheet from NADCP. It can also include any prior positive newspaper reports or media coverage on your court, a graduation or graduate, or an event. Your kit does not need to be glossy or expensive. You can give a press packet to reporters who are covering your event, or you can provide some of the information in attachments in an . Some reporters may prefer the information is sent electronically or in advance. At NADCP, we send out a press release or media advisory in the body of an a few weeks to a few days prior to an event. We include an NADCP Fact Sheet in an attachment. Our communications department follows up with a phone call to make sure the release was received at each media organization which also gives us an opportunity to speak to the media to hopefully build-up relationships and to understand how that particular media organization operates. We usually send out a reminder to the media the day before our event, and follow up with phone calls, when time permits. At the event, we make sure we have plenty of press kits available to pass out to the media in attendance. Often news personnel do not RSVP to an event, and instead make last minute decisions to send reporters. It s also helpful to have a sign in sheet at an event to keep track of the media in attendance and to gather their contact information. Extra Mileage You can alter your press kit slightly and use it for other purposes and audiences - as a general information kit for speaker bureau pitches, potential funders, volunteers, events/conferences, and other important purposes. Tips on Contacting the Media Making the Right Contacts Before you send a press release or media advisory, please take a half-hour to find out the addresses and phone numbers of the appropriate contacts in news organizations:

10 Do a search on the internet for media in your area. Create a list to include each newspaper, magazine, periodical, TV station, or radio station that you believe might be interested in covering your event. Call each media organization on your list and ask for the name of the assignment desk editor, assignment planner or reporter to whom your material should be directed and for his or her address and phone number. If you live in a smaller area, you may already personally know a newspaper editor or television reporter. There may also be reporters you have noticed who are already covering criminal justice issues and you may want to reach out to them personally. Targeting the Full Range of the Media Hometown newspapers and local cable stations can help you increase public awareness of Drug Courts. However, also consider regional and national media outlets that may be at your disposal. Simply select the outlets that are likely to reach the audience that you need. Think about contacting all of the following and more. Print City dailies - An obvious choice if you are in an urban area, but consider them too if you are in a rural program. You may be 100 miles from the city, but if the people in your community read the city paper, the paper has a reason to consider covering your event. Daily and weekly community papers. Local university/college press. Regional and trade magazines. Bar journals, newsletters, magazines, and publications targeted to other disciplines that may have a special interest in court-based intervention programs. Special interest newspapers and magazines (e.g., non-english language papers). Newspapers and newsletters published by local military bases or large companies (call first to see if they cover community events/news). Broadcast Local TV and radio stations: commercial, public, and cable. - News editors - Community interest programs

11 If you hope to get air time on community interest programs, be sure to have a spokesperson available and prepared to represent your court. The spokesperson should be knowledgeable about your court and about the national Drug Court movement. He or she should be able to speak from a position of authority (i.e., a Drug Court judge or elected or appointed prosecutor). Familiarize yourself with the groups (in terms of format, questioning techniques, and the like) that you solicit. Remember that the goal is to increase positive awareness of Drug Courts. If you have any doubts, lay the groundwork for the interview. For help with media outreach or for contact information for media in your state, contact Rhonda Pence, Public Relations Manager: rpence@nadcp.org.

12 Tell us what you re up to during National Drug Court Month NADCP wants to highlight National Drug Court Month on our Facebook page, our website and at our national conference. In order to present accurate statistics, we ask that you send us information on your National Drug Court Month activities. Below you will find a form for you to fill out and return to us, as well as a photo release for pictures of Drug Court participants and graduates. You can also enter this information online at National Drug Court Month on Facebook and YouTube. Every day in May NADCP will highlight National Drug Court Month by posting articles, pictures, video s as well as updates on National Drug Court Month and 25 th Drug Court Anniversary activities. If you would like to see your court highlighted, make sure you send your material and information to bpark@nadcp.org These can be very short. Here are some examples: Drug Court in Camden, New Jersey graduates 17 during special National Drug Court Month ceremony Colorado Springs Mayor signs special National Drug Court Month Proclamation Big Island Drug Court participates in community cleanup as part of 25 th Drug Court Anniversary celebration in Hawaii. Veterans Treatment Court hosts ceremony with local VFW in honor of National Drug Court Month.