Cindy Marshall is an Aktion Club advisor — and a professional with over 40 years of experience in journalism and public relations. She has used her expertise to raise the profile of Highlands County Aktion Club in Sebring, Florida, U.S., as well as other clubs that want to share their stories. Now she’s sharing with all of us. See her five steps to increasing awareness of your club in its community.

Step 1. Create a contact list.  

“Get to know the media sources in your area. The better they know you, the more you can achieve.”  ~Cindy Marshall 

  • Identify popular media in your area — newspapers, radio stations, TV stations, newsletters, chambers of commerce and any other place where people get information. Next, find a primary contact (email addresses, phone numbers or submission forms) and ask the right questions: 
    • “How would you prefer news items be submitted?” 
    • “Are there submission deadlines before events?” 
    • “What format would you like the information in? Flyer? News release? In the body of an email or in an attached Word document?” 
  • Keep a list of your contacts and information you gather so you will have it ready when events happen. 

Step 2. Write a news release or create a flyer.  

“A good release tells the whole story clearly. Always use the 5W’s and 2H’s.” ~Cindy Marshall

  • Effective news releases and promotional flyers have seven major components: who, what, where, when, why, how and how to contact (aka, “the 5 W’s and 2 H’s”). The “how” is how the public can support the project or get involved. By using all seven components, you make it easy for media outlets to share your story and for the community to get involved. 
    • For students’ safety, never use a student’s full name in stories — name them as a group (“members”) or use first name only. 
    • EXAMPLE: The Johnson Middle School Builders Club (who) is hosting a thrift sale (what) from 8 a.m. to 1 p.m., Saturday, October 26 (when), in the school gymnasium at 123 N. Front Street in Hayden, Texas, U.S. (where). Money raised will go to St. Jude Children’s Research Hospital (why). Come to the sale, where you’ll find clothing, household items, toys, books and more (how). Donate items for the sale by dropping them off in containers outside the school office by October 20. For more details, email club advisor Tom Smith through this email form. (how to contact). 

Step 3. Include photos whenever possible.  

“Pictures let people see our members’ hearts. They are some of the hardest workers and enjoy showing people what they can do.”  ~Cindy Marshall 

  • Photos bring stories to life. Including photos may seem small, but many outlets do not promote or cover stories when a photo is not readily available. When you include a photo, follow these best practices: 
    • Include a description that identifies the people pictured and describes what’s happening. 
    • For images with students to be posted or shared with others, advisors must have a K-Kids Photograph Release Consent Form or a school consent form signed by their parent or guardian. Make sure that any youth under 18 appearing in pictures have signed forms before sending images to media or posting them. 
    • If you use photos from a professional photographer, club member or event attendee, ask for permission to use the images. Then provide a photo credit. The credit should read “photo by [name]” or “photo courtesy of [name].” If the photographer does not want to be identified, the credit can be listed as “submitted photo.” 
  • Example of a description to accompany a photo: “Builders Club members prepare items for their upcoming thrift sale on Saturday, October 26, at Johnson Middle School, 123 N. Front Street in Hayden. Photo by Jimmy Johnson.” 

Step 4. Provide a follow-up story.  

  • After your event, write a follow-up story. Don’t forget to provide photos! 
    • EXAMPLE: Members of the Johnson Middle School Builders Club (who) raised US$XXX from an October 26 (when) thrift sale they hosted (what) in their school gymnasium (where). The club will donate the money to St. Jude Children’s Research Hospital for cancer research (why). [Insert quote from a club advisor, officer or member thanking the public for its support and why that support was important]  

Step 5.  Use social media to connect with your community.  

“Share your stories and celebrate your success — your community wants to hear them.”  ~Cindy Marshall

  • Social media is one of the easiest ways to keep your community engaged and informed. Consider creating a club Facebook page for parents or work with the communications director or media contact to share information about upcoming events and accomplishments after events through the school or district accounts.