1) Notices of Sertoma events should be brief (no more than one page) and to the point. Answer the questions who, what, when, where, why and how - with date and time prominently displayed. Typed is preferred.

2) Submit requests for coverage of Sertoma events a week to 10 days in advance. For larger events, where attendance depends on repeated exposure to the message, begin working with your local media much sooner. Advance notice of upcoming Sertoma events not only helps for planning purposes, but also allows time to prepare and air a "preview" story prior to the event. Fax, snail mail or e-mail the release - and follow up with a phone call.

3) Distinguish between a "news event" and a "public service announcement."

4) Public service announcements can be written in 30-second formats (90 words) or 15-second formats (45) words.

5) When inviting media to your Sertoma event, tell them where to find you, and provide your cellular number. Be visible and be there when you say you will be!

6) If you schedule a news conference, brief statements by the participants are acceptable. However, the main point of holding a news conference is to have members of the media ask questions.

7) News conferences should be brief. In many cases, media are on a deadline and must cover multiple events on your important day.

8) Do not have news conference participants read prepared statements that have been handed to members of the media. Reporters are looking for responses that do not sound rehearsed.

9) Send different versions of news releases to the print and electronic media. The print media tend to publish releases as they are written, while radio and television stations consider much of the information extraneous (see #1).

10) Do not be offended if your Sertoma event is not covered. The media need to be selective, taking into account their audience and whether, in fact, they have the staff to cover your event. Several news items can occur on one day, making it virtually impossible to cover them all (see #7).