Press Release Toolkit | Girl Scouts of Maine

Use this press release template to help guide you for formatting. It’s best to cut and paste the template into the body of the email rather than send it as an attachment.

Write a catchy headline! The headline is what attracts attention and makes people want to keep reading. It should be one line in length and capitalized.

Your lead paragraph should be no longer than three lines in length and should provide the who, what, when, where and why or your story. Think of the lead as a way to give quick facts and subsequent paragraphs as a way to fill in the details.

Use a quote from your spokesperson in your second or third paragraph. Quotes should be to the point and used to add support to your story. Be sure to include quotation marks and list the person’s name, title and organization.

For example: "All the girls in my troop were looking forward to visiting the Mouse Trap Museum," said Suzie Scout, Leader of Troop 000. "The girls used the proceeds from the Girl Scout Cookie Sale Activity to pay for the trip and everyone had a great time."

If it's an event (for example a cookie sale, volunteer opportunity, etc.) be sure to write the date, time and place of the event very clearly at the top. It's good to send releases out early and they generally get stored in a folder for the day of the event.

Write in the third person and use declarative sentences.

For example, instead of: My Girl Scout Troop went to the Mouse Trap Museum last Saturday, use: Girl Scouts of Maine Troop 000 toured the Mouse Trap Museum on Saturday, October 23.

Try to limit your release to around 300 words or less and proof it several times before sending it out! Check your facts, spelling and punctuation.

Try to mention specific accomplishments about how girls are making a difference. The media loves personal touches. They might not cover an event about girls shoveling sidewalks... but if they know the elderly neighbor they're doing it for has cancer... or there's a special bond, or something that pulls at the heart strings. They might be more inclined to do it. Don't get into the weeds with the details but make a compelling, emotional pitch for coverage.

Make sure to include in the news release who would be available for comment or an interview. Remember, having some girls to do interviews is best! (But make sure to get parents' permission first!)

It never hurts to follow up the day of the event to remind news agencies of the press opportunity. Generally story ideas are chosen day of and outlets will not make a commitment of coverage until the day the event is happening.

If you have a personal connection to a local reporter, send your news release to them. The media receives hundreds of press releases, and reaching out personally to a specific news reporter can help provide better responses to coverage. Developing relationships with people in the media (even digital ones through email) is a great way to get started.