How to Write a Public Service Announcement Aimed at those with Attention Deficit Disorder (which includes anyone in Journalism or Broadcasting).
This rant is aimed at those of you who are attempting to get publicity for your garden events. You know who you are. You're probably a volunteer for your garden club or organization. God bless you.
As a guy who enjoys reading announcements for upcoming gardening events on the radio and likes to cut and paste them on my website, here's some advice: keep it short. By the way, newspapers like short announcements, too.
Here are a couple examples from my e-mail box.
First, the good:
Sunday, April 25, 2:00 p.m.,
Guided Tour: Explore the Redwood Grove
Guided Tour: Explore the Redwood Grove
Buehler Alumni and Visitors Center, Old Davis Road, UC Davis
Learn about the complex and fascinating ecosystem of the redwood forest on a free guided tour at the UC Davis Arboretum on Sunday, April 25. This walk will provide a brief introduction to the ecology and history of the coast redwood and the most common animals and plants found with the redwoods. Many of the understory plants will be in bloom. The tour will meet at 2:00 p.m. at the Buehler Alumni and Visitors Center, located on Old Davis Road at Mrak Hall Drive, across from the Mondavi Center for the Performing Arts on the UC Davis campus. There is no charge for the tour and free parking is available in Visitor Lots 1 and 2 and the Mondavi Center parking structure. For more information, please call (530) 752-4880 or visit arboretum.ucdavis.edu.
Second, the ugly:
"Master Gardeners to Host Annual Spring Plant Sale
Spring is bustin’ out all over! – And the (county deleted) Master Gardeners are celebrating this grand event by hosting their annual Spring Plant Sale on Saturday May 8 2010. The sale runs from 9 a.m. until 12 noon at the Master Gardener’s Demonstration Garden located at (address deleted). Cash and checks are accepted for payment.
A host of plants of various species and sizes will be offered including shrubs, ornamentals, vegetables, fruits, berries, annuals, and perennials.
All plants offered for sale have been propagated locally. There are numerous advantages in buying locally propagated plants including:
• less stress on the plant caused by traveling long distances from a commercial grower to market
• superior quality control because each plant was tended by a single individual during its propagation period
• Assurance that all plants were grown organically
Additionally, many of the plants offered for sale are native varieties. Not all non-native plants are bad, but many are considered to be invasive. Inclusion of numerous native plants in your garden and landscape generally provide the following benefits:
• Use less water
• Require less maintenance
• Reduce the need for pesticides
• Provide wildlife habitat
• Support local ecology
The (county deleted) County Master Gardeners are a non-profit, 501c3 group of trained volunteers, operating under the aegis of the University of California. Their mission is to:
• educate the public about sustainable organic gardening practices and principles.
• provide consultative services to the general public regarding plant, insect, and pest identification.
• provide guidance for sensible, sound pest management and weed eradication practices.
All proceeds of this plant sale - as well as the fall plant sale, support the numerous activities of the Master Gardener program.
You’ll want to make this a must attend event on your calendar.
We look forward to meeting you and discussing gardening related issues. Local Master Gardeners will be on site to assist you with plant selection as well as to answer any questions you might have.
We hope to see you on Saturday May 8. We’ll set aside some
plants for you."
Spring is bustin’ out all over! – And the (county deleted) Master Gardeners are celebrating this grand event by hosting their annual Spring Plant Sale on Saturday May 8 2010. The sale runs from 9 a.m. until 12 noon at the Master Gardener’s Demonstration Garden located at (address deleted). Cash and checks are accepted for payment.
A host of plants of various species and sizes will be offered including shrubs, ornamentals, vegetables, fruits, berries, annuals, and perennials.
All plants offered for sale have been propagated locally. There are numerous advantages in buying locally propagated plants including:
• less stress on the plant caused by traveling long distances from a commercial grower to market
• superior quality control because each plant was tended by a single individual during its propagation period
• Assurance that all plants were grown organically
Additionally, many of the plants offered for sale are native varieties. Not all non-native plants are bad, but many are considered to be invasive. Inclusion of numerous native plants in your garden and landscape generally provide the following benefits:
• Use less water
• Require less maintenance
• Reduce the need for pesticides
• Provide wildlife habitat
• Support local ecology
The (county deleted) County Master Gardeners are a non-profit, 501c3 group of trained volunteers, operating under the aegis of the University of California. Their mission is to:
• educate the public about sustainable organic gardening practices and principles.
• provide consultative services to the general public regarding plant, insect, and pest identification.
• provide guidance for sensible, sound pest management and weed eradication practices.
All proceeds of this plant sale - as well as the fall plant sale, support the numerous activities of the Master Gardener program.
You’ll want to make this a must attend event on your calendar.
We look forward to meeting you and discussing gardening related issues. Local Master Gardeners will be on site to assist you with plant selection as well as to answer any questions you might have.
We hope to see you on Saturday May 8. We’ll set aside some
plants for you."
Excuse me for a minute, while I get the Visine.
OK.
In the do-it-in-a-hurry world of journalism, the easier you make it for those on the receiving end, the better the chance you'll get positive results. I'm willing to give you 15-30 seconds on the radio (about the length of that first example). Newspapers will limit you to one column inch. Or less.
In the do-it-in-a-hurry world of journalism, the easier you make it for those on the receiving end, the better the chance you'll get positive results. I'm willing to give you 15-30 seconds on the radio (about the length of that first example). Newspapers will limit you to one column inch. Or less.
And you can make it easy for editors, broadcasters and website managers by structuring your public service announcement using the journalistically famous "Five W's and the H", in this order:
When?
What?
Where?
Who?
Why?
How?
When? Sunday, April 25, 2 p.m.
What? Guided Tour: Explore the Redwood Grove
Where? Buehler Alumni and Visitors Center, Old Davis Road, UC Davis
Who and Why? Learn about the complex and fascinating ecosystem of the redwood forest on a free guided tour at the UC Davis Arboretum on Sunday, April 25. This walk will provide a brief introduction to the ecology and history of the coast redwood and the most common animals and plants found with the redwoods. Many of the understory plants will be in bloom. The tour will meet at 2:00 p.m. at the Buehler Alumni and Visitors Center, located on Old Davis Road at Mrak Hall Drive, across from the Mondavi Center for the Performing Arts on the UC Davis campus. There is no charge for the tour and free parking is available in Visitor Lots 1 and 2 and the Mondavi Center parking structure.
How? For more information, please call (530) 752-4880 or visit arboretum.ucdavis.edu.
There. Simple. Less than one page. Easy for us, good for you. Thanks, in advance.
Oh, and if you are a for-profit company: buy an ad. Thanks again.
Oh, and if you are a for-profit company: buy an ad. Thanks again.
BOOM!
ReplyDeleteWay to go Fred -- especially that last line.
Farmer Fred off the top rope! Way to drop an elbow on crappy writing. I'm right there with ya.
ReplyDeleteI'll keep this in mind for next time I send you a press release!!
ReplyDelete