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Press Releases

Involving the media in your event helps spread the message, whether it’s focused on physical activity, pedestrian and bicycle safety, the environmental benefits of a walk or bike commute or another cause. To help give the media all the information they need - and hopefully persuade them to cover the event- we’ve developed some press release templates for your use.

Media Advisories

Press Releases

 

About Contacting the Media

Media exposure is a great way to get the word out about the walk or bike to school day and the compelling reasons behind it. Each media outlet has a specific person or department who would be best suited to receive information about the event and would be your optimum point of contact (see below). If you have trouble finding the name and direct contact for a specific person, use the next suggested contact.

  • Print: Local News Editor, Health Editor, Family/Parenting Editor, Education Editor
  • TV: Daytime Assignment Editor, General Assignment Desk
  • Radio: News Director, Promotion/Marketing Director

If you’ve never done this before, promoting your event to the news media may seem intimidating, but these simple steps will get you there.

  1. Call the media outlet. (You can find the phone number on its website, usually in the footer of each page or on a “Contact Us” page.)
  2. Ask for the name and contact information for the (contact title).
    Note: Call or email to let this person know you would like to send information about the event. Explain the reasons why the event is important. Put yourself in this person’s shoes: what might convince him/her to cover your story?
  3. Send your media advisory or news release.
    Note: For instructions on when to send your media materials, please reference the Promote the Event section of this website.

     

Media Advisory

A media advisory can be sent out ahead of an event to inform the media of the who, what, where, when and why involved. Follow the instructions in the document below to use a media advisory to alert the press about your event.

Walk to School Day Media Advisory (.doc)

Bike to School Day Media Advisory (.doc)

Instructions:

  1. Fill in the bracketed areas with your event’s information.
  2. If possible, put the advisory on your organization’s or school’s letterhead (or, if you’re emailing the press release, copy the text onto your school’s letterhead, then save the document as a .pdf).
  3. A week before the event, distribute the advisory to local media contacts (television, radio, and newspaper) that might be interested in a walk or bike to school event.
    Note: It’s important to choose an event contact person to be listed on the press release who will be available in the days leading up to the event as well as while the event is taking place. Use the contact phone number that has the greatest likelihood of reaching someone who is knowledgeable about the event and can speak to the media about your event and event goals.
  4. Follow up with a press release (see instructions and resources below).

 

Customizable local news release

The customizable local press release offers the media detailed information on your Walk or Bike to School event, such as the impact it will have on the community or information about ongoing efforts. Use this press release to pitch the event to the local media.

Walk to School Day Customizable Local Press Release (.doc)

Bike to School Day Customizable Local Press Release (.doc)

Instructions:

  1. Fill in the bracketed areas with your event’s information.
  2. If possible, put the press release on your organization’s or school’s letterhead (or, if you’re emailing the press release, copy the text onto your school’s letterhead, then save the document as a .PDF).
  3. A few days or one day before the event, distribute the press release to local media contacts (television, radio, and newspaper) that might be interested in a walk or bike to school event.
    Note: It’s important to choose an event contact person to be listed on the press release who will be available in the days leading up to the event as well as while the event is taking place. Use the contact phone number that has the greatest likelihood of reaching someone who is knowledgeable about the event and can speak to the media about your event and event goals.
  4. Have copies of the press release available at the event.


 

National press release

If you’d prefer, you can send out the standard national press release issued by the National Center for Safe Routes to School. While this version does not offer any specifics about your local program or event, it does give media information about the nationwide event and year-round efforts to promote walking and bicycling to school.

2013 National Bike to School Day National Press Release (.pdf)

2013 International Walk to School Day National Press Release (.pdf)