A boy and his newspaper

IMG_2370While wandering through our local Hyde Brothers, Booksellers, I came across From Office Boy to Reporter, or the First Step in Journalism (New York: Grosset & Dunlap, 1907). It’s the first in an early 20th century children’s book series by Howard R. Garis, best known for the Uncle Wiggily books. This particular copy was inscribed “Edward Jackson — From father, Oct. 24, 1912.”

Perhaps Edward was a boy with a dream like 15-year-old Larry Dexter, the hero of this story, who is forced to find work in New York City to support his newly widowed mother and three younger siblings. While pounding the proverbial pavements, boyish curiosity sends him to the scene of a dramatic building fire caused by a lightning strike. There he meets Harvey Newton, a reporter from the Leader — one of several fiercely competing newspapers. In the pouring rain, Larry offers to hold the umbrella so Mr. Newton can take notes.

Impressed with the young man’s initiative, Mr. Newton helps Larry get a job as an office boy, or copy boy, at the newspaper. Larry becomes one of many boys newspapers employed (several for each department) to literally run copy and proofs within the building — reporter to editor, typesetter to composing. A copy boy would also accompany a reporter to a scene or to cover a trial, run copy back to the office, then run back to gather more from the reporter as the story unfolded. Most of the boys, if not all, are supporting themselves or their families; some attend night school, as Larry does when he decides to work toward becoming a reporter. This is a time and place when, for good or ill, teenage boys are expected to function as adults.

Garis, who himself worked for the Newark (New Jersey) Evening News, captures the hiss and thunk of the pneumatic tubes that carry proofs, the blue pencils, the clacking of the typesetting machines, the inky type, and the hustle of a turn-of-the-century city newspaper. He understood the nuances of getting a story on an evening paper’s news cycle and being able to provide details the morning papers would not. Breaking a story first mattered (a ton), but so did getting it right.

Larry, a too-good-to-be-true 15-year-old, is beset by one challenge or danger after another on the job. A jealous fellow office boy has it in for him. He gets kidnapped while helping Mr. Newton cover a strike. He takes it upon himself to keep an eye on suspected counterfeiters living in his apartment building. Always, his good nature, bravery, and dedication save the day. Finally, after a harrowing race against time, the elements, and the aforementioned nemesis to deliver copy while covering an epic flood, he is promoted to reporter.

“There have been written many good stories of newspaper life and experiences,” the author writes in the preface. “I trust I may have added one that will appeal especially to you boys. If I have, I will feel amply repaid for what I have done.”

It would be easy to dismiss this as formulaic juvenile fiction from journalism’s male-dominated dark ages. However, what sings through all the derring-do is an absolute love for news — finding out what’s happening, getting the facts, and delivering them in the most efficient, responsible, and helpful fashion to readers who want the truth. We need people who can and will do this now more than Garis could likely have imagined.

There are several more books in the Larry Dexter series, but these are just a few of the many books Garis authored, both under his own name and under several pseudonyms. He and his wife, Lilian Garis, who was also a reporter for the Newark Evening News, were considered two of the most prolific children’s authors of their time.

Build a better press release

???????????????????????????????????????????????????????????????????????????Now we turn to writing a more detailed press release. Here are my top tips for producing press releases the media will use:

1. Hire someone who knows what they’re doing. OK, grammatically speaking, hire someone who knows what he or she is doing. Heck, just hire me.

Still want to do it yourself? Read on.

2. Send your press release by email; see my previous news-release how-to about finding email addresses and putting them in the bcc field. You can put your message in the body of the email, but if you send the press release in an attached file, Word is the most usable format. A .doc (rather than .docx) file is safer since not everyone has upgraded to the latest version of Word.

Name the file according to your organization, the subject, and, if applicable, the date. For example, if you work for Company B and are sending out a press release about the company’s annual Boogie Woogie Bugle Boy Festival coming up on April 21, your filename (or slug, as we used to call it) could be CompanyB-BoogieFest-04.21.15.

This way, when the recipient downloads that and every other file she’s received that day, she can identify and sort it at a glance. A file named “Press Release” is much more likely to get lost in the shuffle.

3. Keep your formatting simple. Fancy email stationery, fancy fonts, or intricate coding to work around a logo or info box — fuhgeddaboudit. Impress me with the efficiency of your words.

4. Keep it short, simple, and businesslike. Answer the four W’s and the H — who, what, when, where, why, and how — in the first paragraph. Do not put the organization’s mission statement or any conversational fluff in the first paragraph. Just the facts, plus the name, phone number, and email of at least one person to contact with questions about the release.

Here’s an example of a press release that came to us in good shape “as is” from the University of Saint Francis in Fort Wayne. Let’s look at it paragraph by paragraph.

Sept. 10, 2012 FORT WAYNE, Ind. – The University of Saint Francis will expand its downtown Fort Wayne presence with the purchase of the Greater Fort Wayne Chamber of Commerce building at 826 Ewing St. as a home for its Keith Busse School of Business and Entrepreneurial Leadership. A fall closing date is anticipated.

This is the most important part of the press release: The lead. This succinctly tells you who is doing what, where, and approximately when. Granted, it does not address why USF is expanding its downtown presence or how it’s going to be funded.

The purchase locates the business school near the USF Performing Arts Center at 431 W. Berry St. The university purchased the former Scottish Rite Center in January as a performance hall and as a location for its Media Entrepreneurship Training in the Arts (META) program.

But see, here’s more information and a little more background in the very next paragraph.

“Locating the school of business near the USF Performing Arts Center supports the META program’s downtown momentum,” said Sister M. Elise Kriss, university president. “Since META intersects with business courses, locating the study centers near one another creates convenience for our students while partnering with the city to draw visitors to an enhanced downtown. The move also provides more space for the business school’s other programs and opens up main campus space for the School of Arts and Sciences.”

Ah, the obligatory quote from the president, leader, or spokesperson. This one would actually be worth printing since, to the credit of Sister Elise and the press release writer, it gives more of the logistics and the “why.” However, it could also be cut without leaving any gaping factual holes.

The chamber building has been for sale since 2010. The chamber is expected to remain in the building through the spring of 2013 while a search is undertaken for new office space in the downtown area.

Here we have a bit more background and timeframe for what is going to happen.

“We certainly appreciate the historical significance of the Chamber building in so many of Fort Wayne’s business dealings over the past 84 years,” said Chamber President and CEO Mike Landram. “Selling the building to the University of Saint Francis is the best and highest use of the building in service to the business community. We couldn’t be happier with this arrangement. We’ve been preparing for this day for quite some time. It’s now time to evaluate available spaces within the downtown area that will allow us best serve chamber members.” Questions regarding the sale of the building can be directed to Landram at 260.424.1435 or mlandram@fwchamber.org.

There is nothing at all wrong with this quote; it’s full of goodwill and forward thinking. If the editor or whoever has space to fill, it can legitimately be included. If not, it can legitimately be cut. The last sentence about where to direct questions about the sale of the building might be left in if the editor feels it is relevant (say, in a business or real estate publication). I would have made it a separate paragraph since it’s not part of the quote.

The Greater Fort Wayne Chamber of Commerce is a non-profit organization with a membership of 1,700 northeast Indiana businesses. It supports economic growth through member business resources and facilitating strategic connections across business, education and government.

The University of Saint Francis, founded in 1890 as a comprehensive university in the Catholic Franciscan tradition, offers more than 60 undergraduate and 14 graduate programs in five schools: The School of Health Sciences, School of Arts and Sciences, Keith Busse School of Business and Entrepreneurial Leadership, School of Professional Studies and School of Creative Arts. It enrolls more than 2,300 students from a broad geographic region. The university has a regional campus in Crown Point, Ind.

These are the official descriptions that go at the bottom of every press release and rarely, if ever, make it into print. But if you have to include them at your end, you have to include them. We get that.

As I said earlier, good photos are welcome — either attached or available on request.

Keep it simple, get to the point, and get it right. You’ll create a much more abundant flow of information between your organization and the people you want to reach.

Getting your news out: In brief

??????????????????O???????????????????????????????????????????????????????????????????If your business or organization has news to report or an event to promote, you have a vested interest in getting the word out effectively. Based on 25 years of writing, receiving, and editing news releases, here are a few tips for reaching your intended audience.

We’ll start with a very basic news release — something that will end up as a news brief in print or online or a short announcement on the air. How to construct a more detailed press release — one the media can actually use — will be covered later.

1. Email is the best way to submit news to media outlets; you can find email addresses on a newspaper or TV station’s website. Also look for a “Contact Us” or “Send Us Your News” link.

2. Keep it short, complete, and businesslike. If you’re announcing/promoting an event, all you need is two or three sentences.

Here’s an example of a fundraiser announcement:

The Dirty Nails Garden Club will hold its seventh annual plant sale fundraiser 10 a.m.-5 p.m. May 9 at Central City Park, 123 Whatever St. Several varieties of petunia, begonia and geranium plants will be available for $7.99-$12.99. For more information call (000) 000-0000 or visit http://www.dirtynails.org.

This fulfills journalism’s required four W’s and the H: Who (the garden club), what (the plant sale), when (10 a.m.-5 p.m. May 9), where (Central City Park), why (fundraising for the garden club) and how (people can find out more by calling the number or visiting the website provided). Leave out one of these, and the recipient may contact you for the needed info. However, he or she may well just delete it rather than take the time.

Here’s a business example:

Acme Auto Parts Corp. will hold an open house 1-4 p.m. April 18 at its new location, 5555 Commercial Road. This is Acme’s third Fort Wayne-area location and has an expanded selection of windshield wipers. Free windshield wiper inspections will be available at the open house on a first-come, first-served basis. To learn more, call (000) 000-0000 or visit http://www.acmeautoparts.com.

3. Good photos catch my eye and help spark reader interest. If you have a really good photo or two from last year’s garden club sale or of the new store, include it. In the email, include the names of all people in the photo, from left to right, if you have them.

4. If you are sending your email to more than, say, two or three addresses, send the message to yourself and put all of the email addresses in the bcc field. The more people on your email list, the more important this is. Don’t make your recipient scroll down past a long list of other recipients to get to the actual message.

Coming up: Build a better press release.