Sample Press Releases

Got Milk?
Over the past few years this one line, “got milk?” delivered through television and print ads has significantly raised the profile of the milk board. We have seen this tag line work with dogs eating peanut butter and celebrities with milk mustaches. It’s been communicated in many contexts, through a range of messengers and methods. The tag line gets across the message that milk is important, makes you healthy and is essential. While the line is clever, the real key to its success has been the variety of the delivery and consistent repetition. Drinking milk has become fashionable. A tipping point occurred.

CPRS does not have the budget of the Milk Board
While we do not have their millions for advertising, we do have thousands of voices and means to get our messages heard. In California there are currently 525 park and recreation agencies with over 4,100 CPRS members and millions of satisfied customers in communities throughout California. Providing these voices with the messages and means to communicate the value of parks and recreation is a powerful combination. A good message, delivered by a credible messenger, frequently repeated, can help to frame and reinforce our vision and mission. Good Message + Credible Messengers + Frequent Sharing = Recognition of Vision and Mission.

What’s our message?
The goal of the VIP action plan is to position the parks and recreation profession as a vital partner in building strong communities. The statewide public relations plan has taken the VIP vision statement, “We Create Community through People, Parks and Programs” and created a research-based theme and key messages. Our key messages (tag lines) translate well in Spanish, have the potential for powerful visual images, and allow for variations in order to communicate all the mission areas. We have our own “got milk”!
     Space to Play & Learn;
Sample Press Releases
Got Milk?
Over the past few years this one line, “got milk?” delivered through television and print ads has significantly raised the profile of the milk board. We have seen this tag line work with dogs eating peanut butter and celebrities with milk mustaches. It’s been communicated in many contexts, through a range of messengers and methods. The tag line gets across the message that milk is important, makes you healthy and is essential. While the line is clever, the real key to its success has been the variety of the delivery and consistent repetition. Drinking milk has become fashionable. A tipping point occurred.
CPRS does not have the budget of the Milk Board
While we do not have their millions for advertising, we do have thousands of voices and means to get our messages heard. In California there are currently 525 park and recreation agencies with over 4,100 CPRS members and millions of satisfied customers in communities throughout California. Providing these voices with the messages and means to communicate the value of parks and recreation is a powerful combination. A good message, delivered by a credible messenger, frequently repeated, can help to frame and reinforce our vision and mission. Good Message + Credible Messengers + Frequent Sharing = Recognition of Vision and Mission.

What’s our message?
The goal of the VIP action plan is to position the parks and recreation profession as a vital partner in building strong communities. The statewide public relations plan has taken the VIP vision statement, “We Create Community through People, Parks and Programs” and created a research-based theme and key messages. Our key messages (tag lines) translate well in Spanish, have the potential for powerful visual images, and allow for variations in order to communicate all the mission areas. We have our own “got milk”!
     Space to Play & Learn;
     Space to be Safe and Secure;
     Space to Create and Imagine
These messages, short and simple, effectively communicate the ways in which parks and recreation creates community. They speak to the assets of your agency, the strengths of your staff and the value of your programs. They address concerns that matter to the majority of Californians. The public wants space for their kids to play and learn, we all want space to be safe and secure and the facilities, programs and people who will help us create and imagine.
Below are “Swiss Cheese” press releases that you can download and customize to your agency’s needs. You can also download a “Tips and Tools” sheet for placing an opinion-editorial piece (op-ed) with your local newspaper.
Message #1: Parks and Recreation: Preventing Youth Violence
The goal is to communicate your agency’s role and promote local activities for youth, which tie to the public’s concern about violence prevention. This is a good piece to use when a new report on youth violence is being released and getting air or press time in the local media. Click here to download the press release. (link to file “Message1-YouthViolence.doc”)
Message #2: Parks and Recreation: Partners in Community Safety
This download includes tips and tools for placing a media release and two “swiss cheese” press releases for you to customize to your community. Originally written to tie into the anniversary of the September 11 attacks, the press release can be changed to reflect the importance of parks and recreation during times of national or local tragedy. Click here to download. (link to file “Message2-Safety.doc”)
Message #3: Parks and Recreation: After School Hours Remain Critical To Well Being of Youth
This “swiss cheese” press release describes the importance of parks and recreation programming and facilities in providing youth space to be safe and secure. It is loosely tied to the potential problems associated with budget cuts. Click here to download. (link to file: “Message3-YouthWellBeing.doc”)Space to be Safe and Secure;
Space to Create and Imagine
These messages, short and simple, effectively communicate the ways in which parks and recreation creates community. They speak to the assets of your agency, the strengths of your staff and the value of your programs. They address concerns that matter to the majority of Californians. The public wants space for their kids to play and learn, we all want space to be safe and secure and the facilities, programs and people who will help us create and imagine.
Below are “Swiss Cheese” press releases that you can download and customize to your agency’s needs. You can also download a “Tips and Tools” sheet for placing an opinion-editorial piece (op-ed) with your local newspaper.
Message #1: Parks and Recreation: Preventing Youth Violence
The goal is to communicate your agency’s role and promote local activities for youth, which tie to the public’s concern about violence prevention. This is a good piece to use when a new report on youth violence is being released and getting air or press time in the local media. Click here to download the press release. (link to file “Message1-YouthViolence.doc”)
Message #2: Parks and Recreation: Partners in Community Safety
This download includes tips and tools for placing a media release and two “swiss cheese” press releases for you to customize to your community. Originally written to tie into the anniversary of the September 11 attacks, the press release can be changed to reflect the importance of parks and recreation during times of national or local tragedy. Click here to download. (link to file “Message2-Safety.doc”)
Message #3: Parks and Recreation: After School Hours Remain Critical To Well Being of Youth
This “swiss cheese” press release describes the importance of parks and recreation programming and facilities in providing youth space to be safe and secure. It is loosely tied to the potential problems associated with budget cuts. Click here to download.