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Press Release Examples

Posted in Press Releases, Public Relations Guide on February 18, 2011 | Leave a Comment »

AWARDS

 

FOR IMMEDIATE RELEASE

Contact: Jim Lapides (Input your information here)
American Society of Landscape Architects
(202) 216-2371
jlapides@asla.org

XXX WINS 2011 LANDMARK AWARD

“Excellent” (pick better adjective) Project Sparked New Era of Design

Washington, DC, April XX, 2011 — The American Society of Landscape Architects (ASLA) and the National Trust for Historic Preservation have announced that the XXX will receive the 2011 Landmark Award during the ASLA Annual Meeting on October X in Philadelphia.

Designed by XXX with XXX, the (general description of project and why it is significant)

The Landmark Award recognizes a distinguished landscape architecture project completed between 15 and 50 years ago that retains its original design integrity and contributes significantly to the public realm of the community in which it is located.  Previous recipients include the Museum of Modern Art in New York City, Golden Gate National Recreation Area near San Francisco, and the Charleston Waterfront Park.

The awards jury called the design “General quote from jury and or president about project”

About the National Trust for Historic Preservation (place your organization here)

The National Trust for Historic Preservation is a private, nonprofit membership organization dedicated to protecting the irreplaceable. Recipient of the National Humanities Medal, the National Trust was founded in 1949 and provides leadership, education, advocacy, and resources to save America’s diverse historic places and revitalize communities. Its Washington, D.C., headquarters staff, six regional offices, and 28 historic sites work with the Trust’s 270,000 members and thousands of local community groups in all 50 states. For more information, visit the Trust’s Web site at http://www.nationaltrust.org.

About ASLA (recommend that this be left in)

Founded in 1899, ASLA is the national professional association for landscape architects, representing more than 15,000 members in 48 professional chapters and 68 student chapters. The Society’s mission is to lead, to educate and to participate in the careful stewardship, wise planning and artful design of our cultural and natural environments. Members of the Society use their “ASLA” suffix after their names to denote membership and their commitment to the highest ethical standards of the profession. Learn more about landscape architecture online at www.asla.org.

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PROJECT ANNOUNCEMENT

FOR IMMEDIATE RELEASE

Contact: First Last
(State Chapter) American Society of Landscape Architects
(xxx) xxx-xxxx
emails@email.com

PROJECT NAME UNVEILED (ALL CAPS)

Short one liner describing project and significance

CITY, ST, Date XX, 20XX — Two or three sentences that describe the project, who made the project, and why it is significant to/has impacted the community
“This is a highly deserving project,” said Local Official or Chapter President, Their Title here. “Quote continues.”

A longer description of exactly how the project has been used, should be used or what the projected impact will be on the community.

Continuing from previous paragraph, adding to the information.

Another DC based project won the ASLA Medal of Excellence. The National Association of Olmsted Parks, based in Washington, D.C., for its significant contributions to landscape architecture.

To read more about other local ASLA 2008 award winners, check out the awards section of the ASLA web site at www.asla.org.

About ASLA

Founded in 1899, ASLA is the national professional association for landscape architects, representing more than 15,000 members in 48 professional chapters and 68 student chapters. The Society’s mission is to lead, to educate and to participate in the careful stewardship, wise planning and artful design of our cultural and natural environments. Members of the Society use their “ASLA” suffix after their names to denote membership and their commitment to the highest ethical standards of the profession. Learn more about landscape architecture online at www.asla.org.

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EXPERT TIPS

FOR IMMEDIATE RELEASE

Contact: Jim Lapides
Manager, Public Relations
American Society of Landscape Architects
(202) 216-2371
jlapides@asla.org

DON’T SKIMP SOPHISTICATION WHEN CREATING CURB APPEAL

Different Strategies Apply to Landscape Design, Other Home Improvement Projects

Washington, DC, April XX, 2009 — Home improvement projects can add significant resale value to homes. For homeowners looking to create a stunning first impression, landscape design can add as much as 15 percent over comparable houses. When choosing what projects to invest in before selling a home, different strategies apply between landscape design and traditional home improvement. The American Society of Landscape Architects (ASLA) recommends the following guidelines to maximize your return on investment.

Don’t Skimp Sophistication

Typically, the biggest gang for your home improvement buck comes from easy, cosmetic changes like a fresh coat of paint. However, going big pays with landscape design. Research by Michigan State University found that consumers valued sophisticated landscapes over minimal designs. In fact, limited designs with small plants could even reduce the value of a home.

Exceed the Jonses

Clemson University found that home price increased more when upgrading a good landscape to excellent versus an average to good. It takes more than having a gardener come every Saturday to make your home stand out to potential buyers. Consider highlighting your entrance with a stone path to your front door. Add some color by planting a small, flowering, fruit tree. Plums trees have dark bark, bright green leaves, and cute pink blossoms in the spring and summer.  Not to mention they provide healthy summer-time snacks for you and your family.

A Growing Investment

Michigan State University also found that people preferred larger plants over small. This makes designed landscapes one of the few home improvement projects that actually increase in value over time. For those not selling their home this spring, a new landscape can reap even greater return several years later.

There are many ways to add value with landscape architecture. To learn more or find a landscape architect near you with Firm Finder, visit www.asla.org/residentialinfo.

About ASLA

Founded in 1899, ASLA is the national professional association for landscape architects, representing more than 15,000 members in 48 professional chapters and 68 student chapters. The Society’s mission is to lead, to educate and to participate in the careful stewardship, wise planning and artful design of our cultural and natural environments. Members of the Society use their “ASLA” suffix after their names to denote membership and their commitment to the highest ethical standards of the profession. Learn more about landscape architecture online at www.asla.org.

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NATIONAL LANDSCAPE ARCHITECTURE MONTH

FOR IMMEDIATE RELEASE

Contact: Tara Walker
Public Relations Coordinator
American Society of Landscape Architects
(202) 216-2363
twalker@asla.org

APRIL IS NATIONAL LANDSCAPE ARCHITECTURE MONTH

Landscape Architects Launch Campaign to Grow Profession

Washington, DC, April 1, 2008 —The American Society of Landscape Architects (ASLA) encourages students and parents to “Discover Careers in Landscape Architecture” this April as part of National Landscape Architecture Month. The month encompasses Earth Day on April 22 and the birthday of Frederick Law Olmsted on April 26, founder of the American landscape architecture profession.

The Federal Bureau of Labor Statistics projects the number of jobs in landscape architecture to grow by over 16 percent during the next eight years.  ASLA is working with Heisman Trophy winner, former NFL Pro-Bowl running back, and landscape architecture firm principal Eddie George, ASLA, to promote career opportunities to young people.  ASLA chapters across the country will host activities throughout the month of April, highlighting what landscape architects do and the broad range of careers available in the field.

Perry Howard, FASLA, president of ASLA, has launched an “Each One, Reach One” campaign, challenging each of the Society’s 18,200 members to reach out to at least one K-12 student during April to introduce them to careers in landscape architecture.

A recent survey shows that the average landscape architecture student receives three job interviews during their final semester at school, resulting in two job offers. The starting salary for graduates with undergraduate degrees is $40,080 and with graduate degrees is $44,600. The annual salary and bonus for all landscape architects averages nearly $90,000, with experienced landscape architects and firm owners earning much more.

To learn more about landscape architecture or to find local events in your area, visit http://www.asla.org/lamonth/activities2008.html.

About ASLA

Founded in 1899, ASLA is the national professional association for landscape architects, representing more than 15,000 members in 48 professional chapters and 68 student chapters. The Society’s mission is to lead, to educate and to participate in the careful stewardship, wise planning and artful design of our cultural and natural environments. Members of the Society use their “ASLA” suffix after their names to denote membership and their commitment to the highest ethical standards of the profession. Learn more about landscape architecture online at www.asla.org.

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General Tips for Working with the Media

Posted in Media Pitch, PR Tips, Public Relations Guide on February 18, 2011 | Leave a Comment »

 

Media outreach is about building a relationship with a journalist.  Fostering this relationship takes time and some effort on your part.  They are providing you with an invaluable, free service. Here are some suggestions for a furtive ASLA member journalist relationship.

Consider lead times:  Each media outlet will likely have its own preference for how far in advance it would like to receive information for a potential story.  For example, most monthly magazines prefer to receive materials for consideration 3 to 5 months in advance, newsletters often require receipt of information 4 to 6 weeks before printing, and daily newspapers may only need 1 week to develop and run a story. 

Know the reporter:  Reporters typically have a “beat” or topic they cover.  Make sure that your pitch is tailored to each reporter you pitch and his or her respective beat. 

Return calls or e-mails promptly:  If a reporter or editor shows interest in your pitch by calling you back or responding to your e-mail, aim to follow-up with them as quickly as possible, particularly if they have an impending deadline.  Demonstrating your responsiveness builds your credibility and positions you as a reliable source, making reporters more likely to consider you as an expert source for future articles.

Be sensitive to deadlines:  Reporters usually work under tight deadlines and often need information quickly.  For example, it’s ideal to begin your outreach to newspaper reporters early in the morning between 8 a.m. and 11 a.m. 

TIME LINE:

One week before the event/announcement

  • Send a media advisory to local television stations and newspapers via e-mail. (Do not fax!)
  • Start calling reporters once the media advisory has gone out.

Day before the event/announcement

  • Resend the media advisory and continue to follow-up with reporters.
  • Check in with reporters who expressed interest for onsite interviews or having a camera crew attend.

 

Pre-Event

  • Distribute press release announcing the event to all media outlets.  Bring copies to have on hand at the event and to provide to any attending reporters.
  • Continue to make follow-up calls the morning of your event.
  • Follow-up with television stations again to determine if any will be sending camera crews.

At the Event

  • Have all members of the media sign in with their contact information for tracking and follow-up purposes.
  • Introduce yourself to all media who attend the event.  Provide them with your contact information.

Following the event

 

  • Follow-up with journalist who attended your event to make sure they received all of the information they need to complete their story.
  • Monitor the media outlets that attended your event for media coverage.
  • Have ASLA conduct a local, regional, or national media scan.

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How to make a pitch to the media

Posted in Free Publicity, Media Pitch, PR Tips, Public Relations Guide on February 18, 2011 | Leave a Comment »

Pitch to Print Media:

It is now time to implement everything you have just read. Pitching to the media requires three things: A media list, media kit, and pitch.

Media List

A good media list is the most difficult item to acquire without a monitoring service.  A media monitoring service is like Firm Finder on ASLA.org, except it costs hundreds of dollars a year.

A media list consists of pertinent journalist and publications who are most likely to pick up your story. A media list may include TV, radio, and print and will have anywhere from 10-30 names of local journalist.

If you are pitching to a niche audience, then perhaps the list will only have a few, key contacts listed.

Mike Cowden, ASLA’s PR Coordinator, will be happy to use ASLA’s media monitoring service to create a media list for your pitch.  The ASLA PR team has vast experience working with the media and creating lists. If you, as the member, explain your goal and objectives to the coordinator, they should produce a list of local or regional media tailored to your needs.

Media Kit

A media kit may be as simple as a press release.  It could also include elements such as a FAQs sheet, CD/DVDs, PowerPoint’s. Whatever form your media kit takes, its purpose should be to give more information to the journalist with whom you are communicating.

If you have a member who has volunteered their time to pitch to the media, a media kit outlines the messages and pitch points you’d like them to use.  If you are having an event, your chapter can hand out kits to the media who attend.

Large, expensive media kits are usually not necessary, unless your chapter is hosting a large event and hoping to have a large media attendance.  Most often, the press release and FAQs sheet can be e-mailed to a journalist. Be sure to paste the entire release into the body of the e-mail and attach the FAQs sheet for the journalist to read if they should seek more information.

 

 

 

Pitch

 

Organize your pitch well before you start calling reporters.  A pitch made over the phone should be rehearsed, be only thirty seconds long, and in that thirty seconds, contain everything a reporter needs to know: Who, What, When, Where, and Why.

Pitching Tips
– Create and practice your pitch.  Before picking up the phone, practice verbalizing your talking points.
– Do not be discouraged by “no’s” or voice mails.  Journalists have strict deadlines and can be hard to reach. When targeting a particular publication, radio station, blogger, or TV affiliate, consider identifying several reporters or editors at that same outlet who might be interested in your story. 

– Make it relevant.  Make sure the story idea you are proposing is suitable for the reporter you are calling. 

– Be clear, concise, and convincing.  If you need to leave a message, speak clearly and be sure to provide your phone number directly after stating your name, then leave your number again at the end of the message. Avoid providing too many details or talking points in a voice message. 

– Follow-up.  Always provide a reporter with follow-up communication.  For example, if you had a conversation with a reporter who seemed interested, you should aim to follow-up that same day with an e-mail containing supporting, value-added information.  This can help build your relationship and credibility with the media.

Telephone Pitch Example: Hi, my name is (NAME) and I am calling from the (STATE) chapter of The American Society of Landscape Architects.

I wanted to let you know about the (AWARD) that (MEMBER NAME) received for their project (PROJECT NAME AND LOCATION).

Pause here to see if reporter says anything; continue with pitch if nothing is said during pause.

(PROJECT NAME) is significant to our community because it… (give two reasons why it is important or improves area).

Would you be interested in covering (EVENT)

Or

Would this be something you publication would be interested in covering?

Okay, thank you for your time.

Opinion-Editorial (Op-Ed) Piece

An op-ed piece is commentary in your local newspaper’s editorial page that can be used to examine an issue or to explain your opponent’s position on an issue. Start out with a premise and support it with facts, expert opinion, and personal experience. The piece should be no more than four pages, double spaced, and should be mailed to the Opinion-Editorial Editor. To learn more about writing an op-ed, read the editorials in your local newspaper. If you are planning an event, send out an op-ed piece ten days prior.

Online Outreach Program

Online Editorial Outreach (OEO) programs generate favorable online editorial coverage and word-of-mouth communications through the development of relationships with digital publishers and influencers. 

Outreach:

Begin with an initial audit or scan of the existing online conversations surrounding your topic. Analyze key influencers and channels (including blogs, discussion boards, online communities, forums and Web sites), aiming to focus your efforts on the most prominent outlets.

With your key targets identified, outreach will begin.  A press release, focusing on current work should circulate to bloggers and online publishers. Links throughout the release will direct targets to your chapter’s site.

The objective being to provide online influencers with information so they write an original piece about your initiative and post to their site.

Some quick tips:

Bloggers like to research on-line.  They do not conduct polls or on-the street survey’s; they scour the web for any information they can before making a conclusion or endorsing a product.  Make sure to know exactly what, if anything, is being said about you chapter, your company, or project before you begin outreach to bloggers.

They will find any criticism and if they agree with your critic’s stance, instead of yours, this outreach could have the exact opposite affect. You reached out for an ally, but instead found an adversary.

Measurement:

• Heightened discussion and “buzz” around your project or initiative

• Established thought leadership or increased profile for key spokespeople.

• Higher traffic to your state chapter’s page.

• Credible third-party endorsement/discussion of topic.

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Avoid Jargon

Posted in PR definitions and terms, PR Tips, Public Relations Guide on February 18, 2011 | Leave a Comment »

Messaging

Communication is the act of transmitting information, ideas, and attitudes from one person to another.

Remember that you are an expert in your field, your commonplace words, ideas, and terms, may be foreign to another.

Avoid Jargon

When communicating with a specific audience, jargon should be used to prove oneself and work.  For example: if you were to write an op-ed piece for Scientific America or Landscape Architecture Magazine, there would be no need to clarify LEED certification or BPM.

Use a different approach when communicating with daily newspapers, general interest magazines, and especially national media.

Here’s another way to think of it: A new element is discovered. This element is plentiful, easy to access, and can turn a fifty-gallon drum of waster into harmless solid, by mixing in only a small amount of this element. This makes radioactive waste easier to store and guaranteed seep proof.

When the lab contacts Scientific America, they will most likely print their data, method, and conclusion, leaving most sections or words unexplained.  When the lab, or most likely the PR team the lab hires, contacts The Washington Post, The New York Times, and Myth Busters, the explanation will be simple, similar to what is written above.

Connecting with and knowing your audience is the most important thing when trying to communicate your messages.

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Building Influence to Adoption

Posted in PR definitions and terms, PR Tips, Public Relations Guide on February 18, 2011 | Leave a Comment »

Below you will find five items to think about when trying to influence individuals about your profession.

The Five-Stage Adoption Process:

1. Awareness: A person becomes aware of landscape architecture, often by means of an advertisement or a news story.

2. Interest: The individual seeks more information about landscape architecture, perhaps by going online, picking up a pamphlet, or reading an in-depth article in a newspaper or magazine.

3. Evaluation: The person evaluates their previously held ideas of landscape architecture based on how it meets specific needs and wants. Feedback from friends and family is part of this process.

4. Trial: Next, the person tries to experience what it would be like working with a landscape architect, by using a sample, witnessing a demonstration, or making qualifying statements such as, “I read…”

5. Adoption: The individual hires a landscape architect on a regular basis or integrates landscape architecture into their yard plan. The “I read…” becomes “I think…” if peers provide support and reinforcement of the idea.

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Audience – Identify it!

Posted in PR Tips, Public Relations Guide on February 18, 2011 | Leave a Comment »

Audience

Identifying an audience is important.  We will just keep mentioning this!

Your audience is your consumer, your next client, your vehicle to reach others. Building on the aforementioned snowball effect, give extra time when considering your messages to insure that your audience takes away the points you desire.

As stated in the introduction of this handbook, its purpose is to empower you as a member and gain local media coverage.  We are going to step back from this purpose and look at the bigger picture for a moment.

The objective of The American Society of Landscape Architects, the reason there is even an association for landscape architects, is to raise awareness and promote the profession and to gently distance landscape architects as professionals in their own right; landscape architects are different from gardeners, engineers, or architects. 

When writing your press releases, be focused on your chapter objectives, but also keep in mind your association’s goal.  If fitting, perhaps take a paragraph to speak about the benefits that only landscape architecture could have had to a particular project.

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Planning a PR campaign starts with a goal

Posted in PR Tips, Public Relations Guide on February 18, 2011 | Leave a Comment »

Goal

 

Your goal should be the overarching objective that encompasses everything you want to achieve with your media outreach. Did we explain what they can achieve? i.e. how local PR can enhance business? PR is free advertising!

Reference back to the “Newsworthy” paragraph; your story is newsworthy, but why do you want everyone in your state to know about your accomplishment?

This first implementation section will help you formulate a strategy to accomplish your chapter’s specific goal(s). Then the development of objectives establish criteria against which campaign results can be measured. 

Here are some steps developed by Norman R. Nager and T. Harrell Allen in, Public Relations Management by Objectives:

1. What is the purpose of the communication and how does it promote or achieve your objective?

2. Audience/publics: Who exactly are you reaching out to with the message and how can that audience help achieve that chapter’s objectives?

3. What is it that the audience wants to know and how can the message be tailored to audience self-interest? Consumers are more interested in how a new computer will increase their productivity than in how it works.

4. Communication Strategies: What environmental factors will affect the dissemination and acceptance of the message? Are the target publics hostile or favorably disposed to the message?

5. Essence of message: What is the planned communication impact on the audience? Is the message designed merely to inform, or is it designed to change attitudes and behavior? Telling people about the values of physical fitness is different from telling them how to achieve it.

6. Nonverbal support: How can photographs, graphs, films, artwork and a webpage clarify and visually enhance the written message? Bar graphs or pie charts are easier to understand than columns of numbers.

These six steps take you through the thought process of any PR professional when identifying their client’s needs.  The steps ask questions and demand direct answers allowing the professional to filter out unnecessary elements and create a concise, well written, and attention grabbing media outreach plan.

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5 Media Opportunities Available to YOUR Chapter

Posted in Free Publicity, Media Pitch, NLAM, Press Releases, Public Events, Public Relations Guide on February 18, 2011 | Leave a Comment »

Now how are we going to do this…

Let’s get to work. Many members call the PR department because they simply do not know how to begin their media outreach. Each call we take and topic presented to us is of great importance to the ASLA PR staff, but the answers are going to remain the same.

Where to Start


There are five essential media opportunities for each state chapter every year. At the end of this guide, you will find either a template or an example press release for each of these occasions.

Every chapter should send a press release to local media announcing Chapter Awards, A Project that affects the local community, Expert Tips from local landscape architects, and National Landscape Architecture Month (NLAM).

Each of these events is newsworthy in their own right. Chapter Awards show that local member’s projects have an impact on their community; if the projects are not local, that the member is an award-winning professional of which the community should be aware.

A Project may or may not be newsworthy, so use your judgment.  Who does the project you are promoting affect? Has there been disagreement internally surrounding its implementation? Does it change or influence the community for the better? Is it incredibly innovative? Ask yourself these questions before pitching a journalist.

 

Expert Tips shows a journalist that you care about your community and can provide good articles that are interesting and pertinent to their readership.  The more tailored the tips are to a community, the more likely a journalist is to post your article. NLAM is a great time to announce all of the chapter activities your chapter has planned.  This shows community support and development.  It also may be a place that reporters will have camera crews cover to get footage for local nightly news.  Find out if your local TV station has special segments that highlight local businesses or small business owners who are improving the communities in which they live.

Innovation and motivation create the fifth and most important media opportunity. This opportunity involves coordinated action in the community and rallying members to maintain a constant awareness of PR possibilities. This could range from a rally promoting a LA’s voice on water resources to a community workshop on “Eating Your Neighborhood.” Once your chapter(s) implement an idea make sure that your publicity matches the creativity of the event.  Hint – with the summit coming, we encourage chapters to work together with a maximized pr campaign to match the efforts! 

These five events create opportunities to educate your cities about landscape architecture, the varieties of projects landscape architects work on, and promote the importance of landscape architecture.

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Identifying News – What is Newsworthy?

Posted in PR Tips, Public Relations Guide on February 18, 2011 | Leave a Comment »

One of the first things taught to Assistant Account Executives (fresh out of college employees) at a PR firm is how to identify the news. News does not have to be catastrophic, dramatic, or awe-inspiring.  Simplicity and normalcy have their place in the pages of publications too. The key is to turn the mundane into something relevant to a publication’s readership.

News is information that has value to the person who reads, hears, or sees it. The proliferation of the media—television, radio, newspapers, magazines, industry publications, even community newsletters—increases your chances of gaining publicity, but only if your news fits the particular needs of the media.

When viewed from the perspective of the media, a variety of information from your chapter can be newsworthy. The promotion of an employee; appointment of a staff member to a community, industry, or civic board; or an awards program might be newsworthy to an industry publication or small weekly newspaper. A unique viewpoint on a topic of interest in the community may be of interest to your local newspaper. (Wilcox et al. 2003).  Projects that enhance the community or are unique to a region are great ways to get media attention as well. This rings even truer if a project saves a homeowner, community or developer money and or promotes green infrastructure reducing strains on the environment.

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Public Relations, Marketing, and Advertising are different!

Posted in PR definitions and terms, Public Relations Guide on February 18, 2011 | Leave a Comment »

Defining Public Relations

Public relations, as defined by a colloquium at San Diego State University, “is the management process whose goal is to attain and maintain accord and positive behaviors among social groupings on which an organization depends in order to achieve its mission. Its fundamental responsibility is to build and maintain a hospitable environment for an organization.”

Think of the above definition like a principal of the Hippocratic Oath: “First do no harm.” That is the objective of any good PR professional or firm.  Our job is to promote our client in a positive light.  When a landscape architect designs and implements a golf course, it is our job to highlight the positive attributes of this course: low water usage does not interrupt the local ecosystem, or the golf course uses only native plants and grasses.

To use another popular reference, “If you don’t look good, we don’t look good.”  The role of ASLA’s communications team is to make our members stand out and gain the attention of local and national media.  If we do not promote our success then it is as though it did not happen which prevents the potential for a snowballing affect/shared benefits. Furthermore, if not promoted well or to the best of your resources, then the optimal effects do not benefit the profession. The information and communication economy solidified PR as even more necessary and you will find involving members can be very fun, economical and easy once you get going.  Later in this guide, we will discuss the methods used to position our members as experts in the field of green design as well as urban planning and residential planning.

First, let’s briefly discuss the difference between PR, advertising, and marketing.  Knowing the difference is critical when formulating a PR campaign.

Public Relations vs. Advertising

In recent years, the lines between public relations, advertising and marketing have been blurred.  Large PR firms seem to do both marketing and PR, but the difference between PR and advertising is clearly defined. Advertising is paid media, such as $1 million for a commercial. Public relations is earned media, such as two journalists and three local news camera crews showing up to your event.

The media coverage was earned. TV time and sections of newspapers are for sale; journalists are not.

 

 

Public Relations vs. Marketing

While most people see marketing and public relations as one entity, they are not. Their boundaries occasionally overlap, but PR is concerned with building relationships and generating goodwill for the organization.

Marketing is concerned with customers and selling products and services.

In short, public relations strive to obtain earned media that works to increase the public’s image of an organization.

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