Self-help groups play an important role in helping people cope with stressful problems. Getting the word out about your group not only means attracting possible new members, but also promoting self-help in general. However, getting attention is difficult because many organizations and events are competing for a limited amount of media coverage. Also, the media are strict about what is considered newsworthy.

There are two basic methods for getting your message to the media: the press release and the public service announcement (PSA). Editors decide at a glance which press releases will be used so it is important that they are written well and in the correct form. Keep in mind that press releases and PSA's are only effective when they contain information of genuine significance to the public. Do not flood editors with a constant stream of press releases or the media will begin to consider your organization a nuisance rather than a valid news source.

The Press Release

Writing a press release is fairly simple if you keep a few basic guidelines in mind:

* Use the inverted pyramid style. This simply means putting the most important facts first. The first sentence, or lead sentence, should contain the five W's (Who, What, When, Where, and Why). If you can't put all five in the first sentence, then the second sentence should include what was left out. The paragraphs should flow in order of the importance of the information. Put details in the last paragraphs.

* Keep it simple. Journalistic writing is a very "bare bones" style. Avoid adjectives or editorial opinions. You can make a statement and back it up with a quote if you choose. Also avoid big words. Newspapers are written for an eighth-grade reading level so remember this when choosing your words.

* Use an active writing style. Don't say "will be holding..."; use instead "will hold..." This simplifies the writing and makes it easier to read.

* Always proofread. Never send copies of your press release with known errors, no matter how small. Sloppy style will reflect poorly on your organization.

* Shorten copy wherever possible. If there is a simpler way to say a sentence, then change it. You will be saving the editor time.

* Keep deadlines in mind. When sending something to your local newspaper, know their deadline so you can have the information to them in time to be included in the right edition.

* A press release should:

* be on organization letterhead if you have one;

* contain the name and number of the contact person(s) in case an editor or reporter has questions;

* have a release date at the top. In most cases it will read: FOR IMMEDIATE RELEASE. If, however, you need the information released on a specific date, then note that; contain a short title to sum up the release; be on 8 1/2" x 11" paper; be double-spaced; have 1-inch margins on the sides, but have a larger top margin to leave space for the editor's remarks; and end with ###. If the release is two pages, type MORE at the bottom of the first page and type "Page 2" and the title at the top of the second page. Do not write a release longer than two pages.

Public Service Announcements

PSA's are written for the radio and are simpler than press releases. Although some are 60 seconds long, it's best to keep them to 10, 15, or 30 seconds. They are written to be read out loud. The guidelines for PSA's are relatively simple:

* Use all capital letters.

* Use the phonetic spelling for any names or difficult words. This is the only part of the announcement that doesn't have to be in capital letters. For example, "A SUPPORT GROUP FOR ADOLESCENTS WITH SCOLIOSIS (sko-le-o-s s)."

* Avoid tongue twisters.

* Include a contact person's name and phone number.

* Include a start and end date for when you want the PSA read.

The following is a list of possible events that could be used to promote your organization. When choosing events, keep in mind your audience's interests and budget. Some of these ideas are more newsworthy than others and only some may apply to your type of group, but all are opportunities to attract attention to your cause.

picnic or parade

concert or recital or play

dinner or rally or debate or lecture

exhibition or competition or celebrity event

convention or fair or community activity

The following are ideas for stories on the events:

decision to stage the event

story on sponsoring institution

profiles of key people

naming of general chairperson

story on background of event

progress reports

stories on any developments

FOR IMMEDIATE RELEASE CONTACT: Toni Young

September 25, 2001 (517) 374-4664

LANSING, Mich.--The Michigan Self-Help Clearinghouse has just published and released the the latest edition of the Michigan Self-Help Group Directory. The Directory is full of information on more than 2500 Michigan self-help groups as well as 700 national self-help organizations.

The Directory also gives readers information on how to select a self-help group, and includes listings of mental health consumer drop-in centers, toll-free hotlines and much more. This Directory is an essential reference for health and human service professionals and self-helpers who help locate groups for others.

To purchase a copy, call the Michigan Self-Help Clearinghouse at(517) 484-7373 or toll-free, 1- 800-777-5556

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SAMPLE PUBLIC SERVICE ANNOUNCEMENT

Start: Immediately Contact: Toni A. Young, MSW, ACSW

End: Continuous Telephone: (517) 374-4664 Length: 20 seconds

THE MICHIGAN SELF-HELP CLEARINGHOUSE PROVIDES INFORMATION AND REFERRALS TO SELF-HELP GROUPS ALL OVER MICHIGAN.

CONSULTATION TO EXISTING GROUPS, CONNECTING PEOPLE WITH SIMILAR CONCERNS, AND HELPING START NEW GROUPS IS ALSO PROVIDED.

CALL TOLL FREE, 1-800-777-5556.