PR 348 Fall 2012 NEWS RELEASE 1 Announcement news release for “Petcasso 2013” event hard copy due

in lecture on Tuesday, Sept. 11 The Scenario: You're assisting Animal Trustees of Austin, a local nonprofit dedicated to animal welfare. They need help writing a news release for a fundraising event called “Petcasso: Animal Art from the Heart.” Target: It will be sent to local media prior to the event in order to get media coverage. Strategy: The event itself is sold out and has adequate sponsorship. So, you're not trying to sell tickets or woo donors. You're looking to get media exposure for Animal Trustees via this event. What's newsworthy about it? –learn about org, what might set them apart from other nonprofits?? (find out more about other orgs similar) CATNIPP Formatting and style: Follow formatting model on the second page of this assignment. AS for style and tone, consider the event. A standard summery lead would work fine, so would a brief feature lead or a cross between the two, sometimes called a hybrid lead. Limit your release to 1.5-2 pages, double-spaced. Keep your paragraphs short. Indent new paragraphs. Use slugs at the top of second page, insert "-- more--" at the bottom of first page and "###" at the end of your text on the second page. Fact check for correct spelling of names and titles. [Lead: who, what, where, when, why, how] can be summary or feature style lead or combo of both Follow these rules for the contact information at the top of your news release: For the letterhead, use Animal Trustees' address and URL. You are the contact. Use your own phone number and e-mail and give yourself the title "communications assistant." Use Tuesday, Sept. 11 as the release date (the date you would send it out). Use Sunday, March 31 as the date of the event (a fictional event date for the sake of the assignment). Include a dateline. Information about the organization and event See the Animal Trustees of Austin Web site and Petcasso Web site for basic information about the organization and last year's event. Assume this information is factually correct, but it may not accord with AP style. Also consider that some of the wording may not be appropriate for a news release -- it's not an advertisement. Read carefully. Use reference material, online sources, etc. to check spellings, especially people's names. Follow AP style for titles of publications and creative works. You absolutely cannot misspell names.

Below is information you will assume you got from the director. Some of it may be useful, some may not. Make sure you spell names correctly, even if these notes have errors. The event is Petcasso is the signature fundraising event for Animal Trustees of Austin. It is held every year and is a fun, creative evening of awesome live music, a super fabulous dinner, and a silent auction. This will be the fourth annual event. There will be live music at the event by Bruce Robison. He’s a local Austin songwriter and performer. His songs have been hits for George Straight and the Dixie Chicks. His wife is Kelly Willis. She's a singer, too. They have four kids. All of them go to Lee Elementary with Dave Junker's daughters Mabel and Gigi. The emcee will be Turk Pipkin. He’s a satirical writer who has written for "Texas Monthly" magazine and an actor who has actored on TV shows and movies. He appeared in How to Eat Fried Worms and played sportscaster Skip Baldwin in the movie “Friday Night Lights.” He's also an anti-poverty activist who founded the Nobelity Project. One of the artists whose art will be auctioned is a miniature schnauzer named Romeo (aka the dog of love). He is a Hurricane Katrina rescue. He likes sitting outside, relaxing, and looking for wildlife. March 31 as the date of the event ORDEROF EVENTS 6:00 p.m. – 7:00 p.m. Silent Auction & Dinner 7:00 p.m. Entertainment & Live Auction 8:30 p.m. Check out Below are your own notes, including some quotes you got in a sit-down interview You can use any of it, but quote only the quoted material. This is the sixth year of the event. This year, there are paintings by a “pig and a goat and one by two donkeys.” Missy McCullough the executive director said that. “A lot of people are telling us we’re [Animal Trustees] the best kept secret in Central Texas,” said McCullough. “Petcasso is a really fun way to help animals in need,” she said. Missy says: “Yes, the animals really do the paintings themselves. Some of them are done by our dogs at the shelter. Some are done by pets of well-known owners like Ray Benson of the band Asleep at the Wheel and Sheryl Crow. They may soon have well-known pets.”

Kinky Friedman's cat did a painting for this year's event, to be auctioned. She concedes, though, that “the best paintings, and their really are some terrific paintings, are usually collaborations with their owners.” Animal Trustees of Austin P.O. Box 14542 Austin, TX 78761-4542 Phone: 512.371.1965 Fax: 512.371.1973

News Release
FOR IMMEDIATE RELEASE Tuesday, Sept. 11, 2012 FOR MORE INFORMATION, CONTACT Your Name Communications Assistant 555-555-5555 yourname@utexas.edu

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