UNIT PUBLICITY ~ Telling the Story FAST START – QUICK SAMPLES

For Presentation to • The Council Key Three

• The Key Three from Great Eastern District Northern Light Distrct West Wind District

Summer 2013 Prepared by Jessica D.H. Barnett, VP Marketing

With gratitude to The Boy Scouts of America & Councils Across the Country

We have an important story to tell. It’s a story of Fun and Adventure Tiger Cubs on scavenger hunts and safari adventures Cub Scouts creating their very first Pinewood Derby cars, going hiking and camping for the very first time Boy Scouts learning to cook, work with others, plan and lead, white water rafting, rock wall climbing,

going on a Philmont Trek or heading off to a State-wide or National Jamboree

Venturer Crews challenging themselves Service to Others. Self-discovery, character and courage. Leadership development. Being Prepared. For Life.

It’s a story of families, community groups, corporations coming together to give kids the best possible experiences and opportunities to become trustworthy, responsible and reliable young men and women… It’s a story we have to tell… It’s a story we have to share… Because if we don’t tell it, who will? Because, really, no one else can tell it like we can tell it.

Contents Importance of The Story BSA Talent Release – Permission to Tell the Story Inverted Pyramid Approach to Telling the Story General News Release Format (Telling The Full Story) Sample Media Alert Format (Giving the 5-W Highlights of an Event) Sample Cub Scout Stories Cub Scout Sign-Ups Join Cub Scouting Event Blue and Gold Dinner Special Events and Activities Joint Spring Camping Trip Cub Scouts Visit Fire Department Pinewood Derby Announce Derby Winners (Pinewood, Space, Regatta) New Arrow of Light Recipients Sample Boy Scout Stories After-Camp Announcement Eagle Scout Court of Honor Scouting for Food Philmont Trek Telling The Story With Photos

1. The Power of Storytelling on Unit Success Membership Recruitment Fundraising Support Community Relationship Building Pride and Recognition 2. The Story and The Message: Adventure, Leadership, Learning, Service

The story Cub Scouting tells: Do Your Best – Have Fun Doing It. Do it all. Everything Is new, possible, fun. A world of “firsts” – first campfire, first Pinewood Derby. Friends. Fun!

The story Boy Scouting tells: Be Prepared – for anything. Overcoming challenges.

Seeking Opportunities. Learning and Fine-Tuning Skills. Service. Survival. Leadership. Character. Fun!

The story Venturing tells: Challenge Yourself. Challenge Your World.

Uber-experiences. Trials and Successes.

Cooperation. Fun! 3. The News Release: What every [news] story must tell

• Who did it? • What did they do? • When did they do it?

• Where did they do it? • Why did they do it? • How did they do it?

6. Photos and Captions to accompany news releases “Talent Releases” – A must! 7. Get started Identify key events and activities to publicize. Start gently…maybe 5 or 6.

Recruit a publicity team including photographers Perhaps a separate team for each key event or activity Identify local media and consider social media Write it! Submit it! Send to editors 10 days before publication date for weekly papers. Watch for it! Clip it! Celebrate it!

Talent Release Form

I hereby assign and grant to the Boy Scouts of America the right and permission to use and publish the photographs/film/videotapes/electronic representations and/or sound recordings made of me this date by the Boy Scouts of America, and I hereby release the Boy Scouts of America from any and all liability from such use and publication. I hereby authorize the reproduction, sale, copyright, exhibit, broadcast, electronic storage and/or distribution of said photographs/film/videotapes/electronic representations and/or sound recordings without limitation at the discretion of the Boy Scouts of America and I specifically waive any right to any compensation I may have for any of the foregoing.

PLEASE PRINT CLEARLY

Name: _______________________________________________________________ Address: _____________________________________________________________ City: ___________________________ State: ____________ Zip: __________ Phone Number: _______________________________________________________ Troop #: ___________________ Troop City:_____________________________ Signed: ______________________________________________________________ Guardian: ____________________________________________________________

(if under the age of 18) Witness: _____________________________________________________________ Session Date: ___________________

News Writing is based on the Inverted Pyramid Downloaded from 21stCenturyLit.org • Start with a headline – 10 words or less! • Short sentences • Short paragraphs

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Appendix 7: Inverted Pyramid

Journalists write all sorts of stories, but when they write about something that is urgent,

they don’t tend to get fancy. Instead, they use the inverted pyramid — a writing formula

designed for speed.

With the inverted pyramid, the guiding principle is that the most important (and most

recent) information goes on top. As the reader progresses through the story, the

information gets less and less important, and older. In an inverted pyramid story, the

story is not told chronologically. Instead, we put the climax at the beginning. It’s the

result that readers care about.

Sprinkle in a few key quotations from your sources, and you have — voila! — a class

inverted pyramid news story.

Most Important

Facts (the lead)

!

Next Most Important

Facts

!

Least

Important Facts

!

Most Recent Facts

(the lead)

!

Next Most

Recent Facts

!

Background

Facts

Why is the inverted pyramid so important to journalists?

1. For readers, they can skim the top of a story and know they have read the

most important information.

2. For editors, they can cut the bottoms off of a story and know they’re still saving the most important part for readers.

3. For writers, they have an easy way to organize their thoughts — from most important to least important.

General Format for News Releases Submitted by Email Subject: News from Pack / Troop ### - [Event or Activity] Note: Photo Attached – File Name: ___________.jpg Caption: [25 words or less describing what is happening in the photo.

Left to right: [Names and ages – Be sure you have signed “Talent Releases” for each person featured.]

FOR IMMEDIATE RELEASE

THE HEADLINE IS 10 OR FEWER WORDS INCLUDE THE NAME OF YOUR UNIT IN THE HEADLINE!

TOWN, STATE – Month Date, Year – The lead is the first paragraph and is one sentence, 32 words or fewer, that presents the most important facts (who, what, where, when, how and why) and captures the essence of the story. The second paragraph offers the next most important information and essential items that would not fit into the lead. It enriches the lead and continues the energy of the story. The reader should be able to grasp all the most important information of the story in the first three paragraphs. The rest of the story can be developed through a logical, priority-based presentation of information based on the “hierarchy of information,” or in a narrative progression. Consider using a quote. Be sure to attribute the quote. The word “said” is the preferred verb. Follow the quote with further substantiating or explanatory information. Sentences should be short and certainly no longer than 35 words each. Paragraphs should also be short, approximately three sentences or 100 words or less.

### About Pack / Troop ### Pack / Troop ### was first established in [year] and is chartered by [Name of Chartered Organization] and offers its members experiences in [list activities] to promote physical and mental fitness, service to others, character development and leadership skills in the spirit of the Motto, Slogan, Scout Oath and Scout Law. Today the pack / troop has ## youth members and ## adult volunteer leaders. The unit is part of Yankee Clipper Council of the Boy Scouts of America. For more information, visit [unit website] or yccbsa.org.

-###- FOR MORE INFORMATION, CONTACT: Name: Title: Phone: Cell: E-Mail:

Sample Media Alert Use when you don’t have time to write a full news release or just want to send a quick reminder. FOR IMMEDIATE RELEASE Day of week, Month, Day, Year CONTACT: Name, Title Telephone Email

***MEDIA ALERT***MEDIA ALERT***MEDIA ALERT***

HEADING SHOULD STAND OUT (USE ALL CAPS & BOLDFACE, LARGE FONT)

When Used, Sub-headings Should Be Italicized. Capitalize The First Letter Of Each Word. WHO: Include information on who will be at event.

Embolden key information. WHAT: Description of event. Include all critical information: Time, Date Location.

Describe why this is a newsworthy event. This is your opportunity to provide background information. Using brief, but standard language about your organization will help to establish yourself. The "what" section should be no longer than three, short paragraphs. Media Alerts should be ONE PAGE in length.

WHEN: Date (Day of Week, Month, Day)

Time (Designate AM or PM) WHERE: Location Name RAIN OR SHINE

Address (No need to designate state or zip code) HOW: This section is not necessary, but useful if you are promoting an event

that is open to the public. Use this to explain how to buy tickets or contact for more information.

CONTACT ON SITE: Name, Title Cell Phone Number

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Cub Scouting Text Samples – Use as News Releases or Photo Captions • Cub Scout Sign-Ups Announcement For Immediate Release Cub Scout signup is <month, day> <YOUR TOWN HERE>: Pack <your pack number> of <your town here> will be signing up new scouts on <day, month date> at <venue, address>, from <start time> to <end time>.

Cub Scout leaders will be on hand to answer any questions about Cub Scouts. Cub Scouts is an ideals-based program that has been thrilling boys ages 6 to10 for over

80 years. Parents and Cub Scout leaders deliver a program of fun activities and “go-see-its” which gradually teaches boys a host of life skills like communication, self-reliance, tool skills, first aid, nutrition, citizenship, community service and working cooperatively. With the motto “Do Your Best!” Cub Scouts emphasizes character development in a unique, positive program.

For more information email <person name> at <email address> or call <telephone number with area code>. To find out more about Cub Scouts visit www.scoutparents.org. Photo attached: <File Name> Caption <sample – “Cub Scouts Jesse and James from Pack 999 work on their pinewood derby cars”> Photo credit <whoever took they photo - if they want credit>

### • Join Cub Scouting Event Cub Scouts Host Open House Cub Scout Pack 14, chartered to (organization) in (city) is hosting an open house for new Cub Scouts and leaders August 23 at 7 p.m. at (location).

Boys from first through fifth grade and their parents are invited to the open house. At the meeting visitors will have a chance to join Pack 14 and begin their quest to build the world’s fasted Pinewood Derby car, learn about nature and earn special recognitions and awards.

Cub Scouting means "doing." Everything in Cub Scouting is designed to have the boys doing things, with fun activities used to achieve the aims of Scouting—citizenship training, character development, and personal fitness.

For more information contact Cubmaster Julie Armstrong at 555-1212. # # #

Cub Scout Pack # welcomes new members to first meeting of the year Cub Scout Pack # of [name of chartered organization] held its first meeting for the 2013-14 year. Many new children joined the Pack looking forward to a fun, activity-filled year ahead. Pack # its Annual Welcome Back Picnic at [location] on Sunday, October 3, 2013 from llam-3pm. The Pack meets on the [1st, 2nd, 3rd or 4th weekday] of every month. The next Pack Meeting will be [date / time / location]. Registration is still open and new members are always welcome. Contact Cubmaster [name] at [phone] or [email] for more information or to see what Cub Scouting is all about. Visit [unit website] for more information about upcoming Pack # events or yccbsa.org for more information about Scouting.

# # #

Cub Scout Pack # hosts Annual Welcome Back Family Picnic – New Members Still Welcome to Join Cub Scout Pack # chartered by [name of the chartered organization] held its Annual Welcome Back Family Picnic at [location]. Pack # will hold its next Den Meeting on [date] at [time] at [location]. Registration for Scout year 2013-2014 will continue at the Pack Meeting for all who could not attend the picnic. Visit [unit website] or contact [name / phone / email address] for more information about Cub Scout Pack #.

# # #

• Blue and Gold Dinner Cub Scouts Host International Dinner Cub Scout Pack 14, chartered to (organization) will hold its 15th Annual Blue and Gold Dinner on March 15 at 6 p.m. at the American Legion Hall in (town).

The theme for the dinner is International Flavors, with each Cub Scout den providing food from the country of their choice. The menu includes food from China, India, Germany and America.

Roberto Carlos, owner of the Brave Bull restaurant, will give a special talk on his country of origin, Brazil. In addition to presentation by Carlos, adult leaders from Pack 14 will be recognized for their service to the Cub Scouts during the past year.

Former Cub Scouts and leaders of Pack 14 are invited to attend the dinner. Visit [unit website] or contact [name / phone / email address] for more information about

Cub Scout Pack #. ###

Cub Scout Pack # holds annual Blue & Gold Dinner Cub Scout Pack # of [name of chartered organization] held its annual Blue & Gold dinner at the [location] on [date] with 180 people in attendance.

Pack # and Boy Scout Troop # leaders held a ceremony for 10 second-year Webelos as they crossed over the bridge to become Boy Scouts. Each Den performed a skit in honor of the Scout traditions and values or the monthly scout theme.

The Scouts were awarded various patches, trophies and certificates recognizing their merits and achievements. A carved walking stick was awarded to outgoing Cubmaster, Joe Delissio, as recognition for his service, after handing over leadership to incoming Cubmaster Matt Gaor.

The next Pack meeting will be held at [date / time / location]. Visit [unit website] or contact [name / phone / email address] for more information about

Cub Scout Pack #. # # #

• Special Events and Activities Cub Scouts and Boy Scouts on Joint Spring Camping Trip Cub Scout Pack # and Boy Scouts Troop # of [chartered organization’s name] held their joint Spring Camping Trip [when] at [where].

The Cub Scouts participated in sporting events, small hikes and archery while the Troop worked on Merit Badges and assisted in preparing camp cook-outs for the Cub Scouts.

Bears learned whittle and chip.

All cheered on the High Rock Triathlon athletes as they canoed through the lake. After dinner activities included toasting Smores over the campfire, performing skits and

playing campfire music/songs. Pack # will be participating at the [next event] on [date / time] at [location]. Visit [unit website] or contact [name / phone / email address] for more information about

Cub Scout Pack #. # # #

Cub Scouts Visit Fire Department Cub Scout Pack # of [name of chartered organization] visited the Fire Station earlier this month.

The Scouts were instructed on fire safety and the life of a firefighter and their equipment. The kids were amazed as a firefighters demonstrated coming down the pole and putting

on their gear. Then the children and parents boarded the fire truck for photos and demonstrations. The next Pack 6 meeting is Friday, 1/25/08, in preparation for the Pine Derby, which is

on Saturday, 1/26/08. Visit [unit website] or contact [name / phone / email address] for more information about Cub Scout Pack #.

# # # • Pinewood Derby Cub Scouts fine-tune their entries for the X Annual Pack # Pinewood Derby this Saturday Thirty-two Cub Scouts, ages 6 to 10, are giving their cars a final inspection in preparation for the Pack’s X Annual Pinewood Derby to be held on [date] at [time] at [location].

The Pinewood Derby is an annual Cub Scout event. It is the most popular event for many Scouts and if a highlight of Cub Scout Packs across the country. It’s one of the best known Scouting events even among non-Scouts. Reader’s Digest Magazine has named it one of "America's 100 Best."

Since 1953, millions of young people have built Pinewood Derby cars. The Cub Scout is given a block of wood made of pine with two notches for wheels, four

plastic wheels and four nails. The finished car must use all nine pieces, and cannot exceed five ounces in weight, 7 inches in length and a width of 2 3/4 inches.

Beside those basic design rules, the Cub Scout is able to carve and decorate the car as he chooses. Many Cub Scouts also add weights to the final design to bring the car to the maximum allowable weight. Cars typically vary from unfinished blocks to whimsical objects, to accurate replicas of actual cars.

The idea behind the pinewood derby is for an adult partner to help the child design, carve, paint, add weights, and tune the final car.

Three winners in each rank level – Tiger Cubs, Wolves, Bears and Webelos – will receive trophies. All participants will receive special Pinewood Derby patches for participating. And, of course, the real prize in the Pinewood Derby experience and the memories it creates.

Visit [unit website] or contact [name / phone / email address] for more information about Cub Scout Pack #.

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• Announce Derby Winners (Pinewood, Space, Regatta) New Pinewood (Space, Regatta) Derby Race Winners Announced

The fasted boys in (city) are Jimmy Carlson, Dustin Murphy and Stanton Thomas, who won their age division races in the Pack 14 Pinewood (Space or Regatta) Derby race held March 17 at (location).

Carlson, Murphy and Thomas each raced in five heats and never lost. All three Cub Scouts were first time winners of the Pinewood Derby race and were all smiles. Special awards were presented to Dalron Miller for Best Paint Job, Justin Scott for Most Creative design and Ted Hurst for Judges Pick.

Bud Dillion, owner of Dillion’s Auto Shop served as Racemaster for the Pinewood Derby and sponsored the awards.

Visit [unit website] or contact [name / phone / email address] for more information about Cub Scout Pack #.

# # # • New Arrow of Light Recipients Scouts Honored with Arrow of Light Award Four Webelos Scouts, Brian Croft, Tom Flanders, Jason Murphy and Deon Summers, from Cub Scout Pack 14, chartered to (organization) in (city) were honored on January 15 with the presentation of the Arrow of Light Award, the highest award a Cub Scout can earn.

The program took place at (location) and honored the Webelos Scouts for their hard work and determination. Boy Scouts from Troop 18 will took part in the ceremony, which was modeled after a Native American Indian theme.

After the ceremony the Arrow of Light recipients joined Boy Scout Troop 18 to begin their new Scouting adventure.

Visit [unit website] or contact [name / phone / email address] for more information about Cub Scout Pack #. # # # Boy Scouting Text Samples – Use for News Releases or Photo Captions

• After Camp Announcement Boy Scouts Earn 30+ Merit Badges at Lake of the Ozarks Camp Scouts from (city)’s Troop 14 spent July 12-18 at Hohn Scout Reservation at Lake of the Ozarks and earned 32 merit badges and honors as the Most Spirited troop at the camp. Scoutmaster Ken Darby and assistant Scoutmaster Anthony Jones took 12 Scouts to the camp and were thrilled at the outcome. • Eagle Scout Court of Honor

BSA Troop ### Honors Four Eagle Scout

Boy Scout Troop ### of [chartered organization] in [town] honored the advancement of four Scouts to the rank of Eagle Scout, the highest rank of the Boy Scouts of America. These four young men – Joe Janness, Dan Kuntzsch, Josh Swanton, and Kyle Wienke – began their journey in Boy Scouts as Tiger Cubs in Pack ###. They graduated into Boy Scouts in [date / year] and all four boys completed the requirements to earn the Eagle Scout rank in 2013.

Fewer than 4 percent of boys who join Boy Scouts earn the rank of Eagle. Troop ### has been chartered by [organization] for over 50 years and has had

close to 60 boys continue on to earn the rank of Eagle Scout. Over the years, Boy Scout Troop ### has conducted community service projects

through out the city including Eagle Scout projects in several city parks, for houses of worship and environmental organizations. The Troop annually participates in the Scouting for Food program collecting food for the [name] food pantry.

For more information, contact: Mark Janness Troop 146 Scout Master 608 338-8003

###

Boy Scout Troop ## honored [name], [age], at an Eagle Scout Court of Honor on [date] at the [location] in [town]. [Last name] is the son of [parents’ names].

Fewer than four percent of Scouts attain the highest rank of the Boy Scouts of America. An Eagle Scout must have completed at least 21 merit badges and organized a service project that benefits his house of worship, community, or school. [Last name] led a crew that [short description of service project].

[Last name] joined Cub Scout Pack ## at age seven and later earned their highest award, the Arrow of Light. A member of Troop ## since [year], he regularly attended Summer Camp at Wah-Tut-Ca Scout Reservation in Northwood, NH and participated in High Adventure trips to Philmont Scout Ranch in New Mexico and the Boundary Waters Canoe Area Wilderness in northern Minnesota.

[Last name], a senior at [name] High School, has been active in [clubs, sports, activities]. [Last name] is employed by [workplace] and will be attending [college / university]. For more information, contact: [Name], [Title] [Phone] [Email]

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PLEASE NOTE: Photo Attached – [File Name] Caption – [Name of Eagle Scout or names of people in photo listed left to right] FOR IMMEDIATE RELEASE EAGLE SCOUT AWARD TO BE PRESENTED TO [NAME] ON [DATE] [Town, State] – [Full name of Scout, age], will be honored for his achievement in earning the Eagle Scout Award, the highest rank in the Boy Scouts of America, on [day, date, time, at location].

A member of Troop ### chartered by [chartered organization], (last name) is one

of only four percent of all Boy Scouts who attain the Eagle rank. Each Eagle candidate must earn 21 merit badges and successfully complete a

community service project to earn his Eagle. [Last name]’s service project was to [brief description of project].

[Last name] has served in his troop as [leadership positions] and has received [other Scouting honors].

[Quote from Eagle Scout, Scoutmaster, Committee Chairman] In addition to his Scout activities [Last name] also participates in [school

activities, ie. Drama club, band, athletic, National Honor Society] at (name) High School, where he is a [class].

For more information, contact: [Name], [Title] [Phone] [Email]

### • Scouting for Food

FOR IMMEDIATE RELEASE

Troop ## Boy Scouts to Participate in “Scouting for Food”

[Town] – [Date] - Boy Scouts from Troop ## in [town] will serve the community by collecting non-perishable food items as part of a nationwide service project to be held on [date]. The beneficiary will be [name of food pantry].

Boy Scouts across the country will collect canned food and hygiene products which will then be donated local food pantries and shelters.

Troop ##’s service to [organization] will include sorting the food for later distribution to people who are in need, preparation of hygiene kits for distribution on [date] to people who come to the mission, and serving meals to as many as 500 to 600 people for lunch as well as for dinner.

As many as 50 Scouts will be involved in these projects, working between 4 to 5 hours each. It is estimated that these boys will provide over X hours of service at the [organization] alone. This doesn’t take into account the time spent to collect the food and hygiene products.

This program is part of Scouting’s commitment to help other people and perform community service reflecting The Boy Scout Motto, “Do a good turn daily.”

For more information, contact: [Name], [Title] [Phone] [Email]

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• Philmont Trek Local Boy Scouts trek through New Mexico Wilderness A crew of teenage Scouts and their leaders went on a life changing summer trek through the Sangre de Cristo Mountains at Philmont Scout Ranch in Cimarron, New Mexico.

Philmont covers 214 square miles of vast wilderness with trails that climb from 6,500 feet to as high as 12,441 feet. During their trek Boy Scout Troop/Venture Crew # _____ hiked ____ miles over ____ days.

The group of Scouts and their advisors carried everything they needed to survive during the trek on their backs while hiking from campsite to campsite. They participated in backcountry programs along the way including rock climbing, mountain biking, fly-fishing and gold prospecting.

The trek included a conservation project where the Scouts learned and participated in the upkeep of Philmont’s ecosystem.

Along the trek, Scouts endured tough challenges including backpacking in bear and mountain lion territory, steep climbs, and often-inclement weather.

“They may meet only one other group of Scouts on the trail in an entire day of hiking,” according to Backpacker Magazine. “Even in the most crowded destinations, each Scout group camps in isolation, out of sight and sound of all other groups.”

The crew made what amounts to a Scouting pilgrimage with their trip to Philmont. Philmont Scout Ranch is the Boy Scouts of America’s premier high adventure camp and the largest youth camp in the world serving nearly one million participants since 1938.

[Note to Editor: Interviews are available upon request.] For more information, contact: [Name], [Title] [Phone] [Email]

• Other News Release Possibilities Court of Honor Going to camp Service projects Eagle Service project Recruitment night Popcorn sale

Telling the Story with Photos (from the BSA Facebook Page)

1. Scouts Having Fun – Action and Doing 5. Conveying the messages of 2. Smiles Fun, Adventure, Skills, 3. Genuine Enthusiasm, Exuberance Character, Leadership 4. Uniforms / Scout T-Shirts