The article below is from InterLoc, #245, June 1992, but it is just as relevant today as it was then.
There you were at home, watching television while the Executive Committee was meeting, and all of a sudden — zap! You're the new Public Relations (PR) Chairman.
"It's easy," they say. "Just a few press releases for a couple of events."
Events? What events? Events are things done in Greece for the Olympics. Press release? As in what area to kick when you're being hugged too hard or intimately? Or how about as in release me from this job; you're pressing too hard?
But, before you can voice all these objections, your name is on the masthead. And the members are waiting to see what you will do. So … the press release.
Press releases are the fastest, cheapest way to get your group's name in front of the public, to increase recruitment and to raise pride among local members (particularly when none of them have to write the thing). The press release is a simple announcement of what is happening in your group that the local press might consider worth telling the public — or the right size to fill an empty space.
The first thing you will learn in writing a press release is to start with the who, what, when, where and why. Contrary to your avid wishes, it is not followed by "whoa" (unless that is spelled "w-o-e"). The second trick is to remember that newspapermen edit with scalpels and hatchets that know no compassion. Always get your most important facts in first — back to that who, what, when, where and why. Note the following news releases (actually submitted by local groups and published in real newspapers):
From the Charlotte Observer on March 14, 1992, we find the following paragraph, under a column titled "Today":
Mensa, the high-I.Q. society, will offer two I.Q. tests, 8:45 a.m., at Mint Museum of Art Library, 2730 Randolph Rd. Anyone who scores in the top 2% of the tests is eligible for admission into MENSA. $25. Reservations: 552-9746.
Compare that to an item in the Greenwich Time on March 27, 1992:
Mensa admission test to be offered.
Southern Connecticut Mensa, the local chapter of American Mensa — the high I.Q. society — will offer its admission test at Greenwich Library April 11.The test will be given at 9 a.m. The non-refundable fee is $25, and seats must be reserved in advance.
Mensa is an international organization whose only requirement for membership is an I.Q. test score within the top 2 percent of the general population. Members meet regularly for a variety of intellectual and social events, and the organization supports programs for gifted children, awards scholarships and sponsors research into intelligence.
To make a reservation for the test, call Paul Evans, testing coordinator, at 852-8047.
Notice the similarities in both announcements, even though one has a headline and more copy. We know that Mensa (who) is holding a test (what) on a specific date (when) at a specific location (where) for the purpose of allowing people to qualify for Mensa (why). Both announcements contain the Mensa gospel — a number at which people can find a Mensan, even those people who do not want a test but do want information about the organization. Had we been able to include anything more, it would have been the national address [and/or URL for the website], but that sometimes makes even a newsman with a large hole to fill think that you might just be recruiting rather than spreading news. Such motives are about as welcome to the Fourth Estate as a sewer leak. Do remember, however, to put your name and a contact phone number at the top of the release, so that the press can reach you if there are any questions. Also, put on the release a date that you would like it printed, if possible.
Now that you've attracted some people to the test, how are you going to get the rest of the public interested in Mensa? With the passive but powerful press release, of course. Publicize some of your more interesting events, remembering to check with your Executive Committee that the program is not going to include a verbal lynching of one of the problem members or a nudie gross-out, or … well, you get the idea. Also, be sure that your chapter allows non-members to attend and under what circumstances. Some non-members have found their way to Mensa via the press release and have hung around so long that they are more adept at hanging on than a sloth. One has to have limits.
So what do you say about an event? The Detroit News carried this item on March 23, 1992:
Brain trust to speak
Southeast Michigan MENSA will feature an `Ask the Lawyer' attorney panel at its monthly public meeting April 18 at 8 p.m. in the Southfield Recreation Center, Evergreen south of 11 Mile. MENSA lawyers with a variety of expertise will answer legal questions. MENSA is an international society whose only membership requirement is a score at or above the 98th percentile on standard IQ tests.
On March 13, 1992, the Ames Daily Tribune announced a Mensa open house in the following manner:
Central Iowa Mensa invites you to an Ames Lunch Out Bunch at DaVinci's Pizza, 2514 Chamberlain St. in Ames on Wednesday, March 18, from 11:30 a.m. to 1 p.m.
Anyone who is interested in learning more about Mensa, the international "High IQ" Society, is invited to drop by. Look for the yellow table tents with "Mensa" on them.
For more information, contact Kelli Baumberger, Membership Coordinator, P.O. Box 393, Ankeny, Iowa 50021.
Again, notice the similarities as well as the resemblance to the testing notices.
Use press releases to announce new local group officers. 50 Plus in Brevard County, Florida, had the following piece in its May 1992 issue:
Space Coast Area Mensa (SCAM), local chapter of American Mensa, Ltd., the High IQ Society, has named its governing board and officers for 1992-93.
Heading the SCAM executive committee as local secretary is newcomer Helen Lee Moore of Cocoa. Another new board member is Keith Schuler of Merritt Island. He will be the recording secretary.
Returning to the SCAM executive committee are Jon Warner of Titusville, assistant local secretary; Al Baker of Satellite Beach, treasurer; and Bob Tuck of Melbourne, member at large.
Mensa is an international organization. The single requirement for membership is a score at or above the 98th percentile on a standard intelligence test.
Space Coast Mensa serves Brevard and Indian River counties. For more information, contact Warner at 267-4025.
Think about all the publicity garnered by these small notices. Send out an announcement of your local scholarship contest; the community will be favorably impressed by your community interest, and your contest will be enhanced by more entries. Put out a press release about the scholarship winners; they will put the newspaper clipping in their scrapbooks and Mensa in their hearts for the joy of seeing their names in print. What else warrants a press release? Be creative. That's part of the fun of the job of PR Chairman.
Many groups have found that frequent press releases have aroused the interest of the newspaper in the organization and resulted in a feature article.
Now that you've got the who, what, when, where and why, it is time for the whoa: Know when to stop. Remember that you are sending a press release, not a doctoral dissertation. Keep it short.
Oh, yes, get it there on time.
Who knows? Now that you are an expert, you might find a job doing this for a living, for money. Of course, first you will have to find someone sitting at home watching television while the Executive Committee is having a meeting to look for a PR Chairman.