StyleGuide

Rock to the Future Style Guide (2015)

Table of Contents:● Grammar○ Active vs. Passive voice○ AP Style Guide● Press Release○ Press Release structure○ Lead writing● Media Alert○ Structure○ Contact the Media● Newsletter○ MailChimp● Media Pitch○ Structure● Social Media○ HootSuite■ Twitter■ LinkedIn

GRAMMARWriting effective copy hinges on solid and consistent grammar.

Write in active sentencesAlong with following general grammar rules, use active sentences over passive. Active sentences are easier to read and saves copy space. This allows writers to get more across in fewer words and construct concise, strong sentences. If you are murky on what the structural differences are between the two, remember: ● Subject, verb and object is active● Object, verb and subject is passive● To correct a passive sentence, simply switch the clause around and correct the syntax● Avoid starting a sentence with there is/there was, as the sentence will likely be passive

AP style guide and popular rulesThe AP style guide is the bible for any writer with journalistic or business writing aspirations. While we can’t go over all the aspects of the style, here are some key points:

● State abbreviations: AP doesn’t follow standard ZIP code abbreviations – e.g., MA for Massachusetts. Each state has its own abbreviation – e.g., Mass. for Massachusetts; N.Y. for New York; Calif. for California; Fla. for Florida and so on. However, eight states – Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah – aren’t abbreviated in datelines or text. Omit state abbreviations in datelines for well-known U.S. cities such as Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, Miami, New York, San Francisco, etc. (via inkhouse.com)

● Titles: Only capitalize formal titles when they precede an individual’s name. If it falls after, lowercase the title. For example: Mayor John Appleseed signed the proclamation; John Appleseed, mayor of Leominster, Mass., attended the banquet.(via inkhouse.com)

● Months and seasons: When using a month with a specific date, abbreviate only Jan., Feb., Aug., Sept., Oct., Nov. and Dec., and spell out when using alone or with just a year. Hint: The months never abbreviated fall chronologically and are five letters or fewer – March, April, May, June and July. The seasons – winter, spring, summer and fall – are never capitalized. (via inkhouse.com)

● Street addresses: Street, avenue and boulevard are only abbreviated when with numbered addresses. Road and other related causeways such as court, drive, lane, way, etc. aren’t abbreviated. 123 Public Relations Blvd., 12 Brady St., 26 Media Ave., 1 Championship Road. (via inkhouse.com)

● Composition titles: Magazine and newspaper titles aren’t italicized; just capitalized. For composition titles such as books, video games, films, TV shows, works of art, speeches, etc., use quotation marks. She read The New York Times before she watched “Inception” and “Friends.” My favorite book is “The Kite Runner.” (via inkhouse.com)

Pro tips:● Buy an AP style guide● Avoid the word “that”. It is an empty word and can usually be taken out of a sentence without even structurally changing it.● Use the word “also” sparingly. Overuse creates boring and borderline confusing sentences.● Avoid “puffery.” (ex: This item is the best item to have ever existed.) ● Avoid redundant adverbs and adjectives (ex: “extremely unique”)● Don’t use the oxford comma for AP style

PRESS RELEASEPress releases are short factual mini articles sent to journalists to entice post event media coverage. These documents posses many formulaic elements:

Inverted pyramid formattingUse inverted formatting to arrange the most important information first with less important facts following.

Letterhead/logoLetterhead and logo placement is pivotal for any press release. The markings make it easier for reporters to quickly identify where the release is coming from while adding credibility.

Contact InformationWhen you send out a press release, you want to include contact information so the recipient (usually a reporter) can contact RTTF with any follow-up questions.

For Immediate ReleaseWhen writing a press release, it’s usually on a timeline for release. Therefore, when the release goes out, we want it in the media as soon as possible. In order to convey the releases urgency, label the top right corner with the phrase: “For Immediate Release.”

Headline and sub-headlineThis is where RTTF releases should grab the reader’s attention. Written in active voice, the headline should be 70 characters at most. While not typical, some press releases need subheads to further frame the press release.

DatelineThe dateline goes in the beginning of the very first sentence (aka the lead) and contains the date, city and state where the event takes place.

LeadAs the first sentence/small paragraph of the press release, a lot of thought must go into the construction (more on this later).

BodyThis is obviously the bread and butter of the release. Make sure to use the inverted pyramid structure with the most important information first down to the least important. This takes some good editing choices, so think hard about how you want to structure your information.

Quote

Press releases are fact driven and the facts need credibility. To achieve credibility, add relevant quotes from RTTF employees. Also, make sure to move the quotes as high up as possible in the news release. The higher the quote, the more creditable.

Boilerplate

The boilerplate is at the bottom of a press release and is a few sentences describing RTTF. RTTF already has a standard boilerplate it uses. However, it should be updated as the organization grows.

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This symbol signifies the end of the news release.

Lead writing

Lead writing is a complicated task. The lead should encapsulate the entire message in a brief two sentence description or a paragraph. Make sure to keep the very first sentence concise and creative to draw the reader in.

In the lead, make sure to include all the necessary information (who, what, where, why and sometimes how).

News Release example:Contact: Jessica Craft Tel: 610-416-6742Email: [email protected]

For Immediate ReleaseMay 10, 2015

Rock to the Future Announces its new BANDmate ProgramPhiladelphia, Pa. -- Helping afterschool programs can be daunting task, what could you even do to start? Apparently, all you need is to pack your lunch.

Rock to the future announced today its new monthly donor program, BANDmate. Designed with affordability in mind, donors would only have to commit a minimum of $10 to help support the organization. In return, donors receive a variety of perks including: special entry to Rock to the Future’s (RTTF) events, VIP treatment at events, invites to events exclusive to BANDmates; and after a year of contributions, donors will receive a “Backstage Pass” for discounts at local businesses.

Hoping to attract donors of all ages, the program is designed to be affordable on any budget.

“We wanted to create a donor program which held our values at its core,” said Jessica Craft, founder and executive director. “Now we have a program that is easy to pay into, has a low payment threshold and has incentives to show our appreciation for Rock to the Future donors.”

Monthly donations will aid RTTF in maintaining equipment, purchasing of new equipment, music lessons and homework help programs. Giving youths the tools they need to stay in a constructive and creative environment.

“For the price movie ticket, BANDmates can help underserved youth,” said Craft. “Not only are these generous contributors investing in our students futures, but also our collective one.”

Founded in 2010 by Jessica Craft, Rock to the Future provides music education for underserved youth in the Philadelphia area. Originally serving 13 students, the program has expanded its student body to over 300. Rock to the Future is a 501(c)3 organization based in Philadelphia.

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MEDIA ALERT/MEDIA ADVISORY

Media Alerts notify assignment editors of a press conference or any other newsworthy event The media alert will trumpet an upcoming event. The overall goal is to make it to the Assignment Board.

The day before the event (or the day of), it is good to call the media outlet and ask “Is the ___________ on your assignment board?” If not, be sure to get the contact information so you can send the media alert. Follow up again to be sure they know about your event.

Requirements of a Media Alert:● Brief, but compelling - usually no more than one page● Be informative, but don’t give the story away● Be clear there are visual opportunities for TV cameras and print photographers● Basic requirements include:

■ Who/What/When/Where/Why■ Photo opp■ About the organization ■ Press contact

Contacting the MediaWhen the Media Alert is drafted, paste it into the body of an email (be sure to reformat it in the email). Afterwards, make the recipient of the email either yourself or someone you know (for instance, Jessica). You will then BCC the news desks. Be sure to send this everyday with the subject line “Media Alert” and check in before the event to be sure they received the Media Alerts.

The emails should be sent around 10:30 am (before the assignment meetings) and the phone call should be around 11 am.

We also hyperlink any and everything we can - see example below.

An example of a RTTF Media Alert is below:

MEDIA ADVISORY Rock to the Future celebrates 5 years of providing free contemporary music education programming for

Philadelphia youth at the sold-out 2015 Music for All Ball.

Who: Rock to the Future, a non-profit organization located in North PhiladelphiaDavid Oh, Philadelphia City CouncilmanWendy Rollins, Radio 104.5 Personality High school seniors graduating from the Philadelphia School District What:

Rock to the Future celebrates their 5th year of providing contemporary music education at no cost to Philadelphia youth and families with over 200 supporters. The event features guest speaker Councilman David Oh, emcee Wendy Rollins from 104.5, music from Swift Technique and Rock to the Future’s own student house band; and, light fare, Yards beer, and wine for attendees. This year’s 2015 Hall of Fame inductees are The Arts and Business Council of Greater Philadelphia, Drexel MAD Dragon Records, and long time community activist and RTTF volunteer Rey Santiago. Rock to the Future also celebrates 4 graduating high school seniors from the Philadelphia School District. Where: Mummer’s Museum1100 South 2nd StreetPhiladelphia, PA, 19147 When: Saturday, April 18th, 7 to 11 p.m.

Why: The annual Music for All Ball raises awareness and funds to provide free contemporary music education for underserved Philadelphia youth. In only 5 years, Rock to the Future has grown from serving 13 youth to over 300 underserved youth in Philadelphia and has waiting lists for all program areas. Rock to the Future’s programs allow youth to not only be creative and learn music, but also build positive skills that transfer into social life and academic performance. Photo Opp: Rock to the Future Student House Band (Philadelphia youth grades 6-12)Local music education and arts supporters: Councilman David Oh, 104.5 Wendy Rollins, The Arts and Business Council, MAD Dragon Records, and othersLocal funk, brass band Swift Technique Over 200 supporters of music education

About Rock to the Future:Rock to the Future is a 501(c)3 organization founded in 2010 that provides music education to Philadelphia’s underserved youth at no cost to them or their families. Using music, our programs ignite passion and creativity, support academic achievement, and improve self-esteem. We empower individuals and strengthen communities.

Press Contact:Josh Craft(570) 470-9907

NEWSLETTERRock to the Future uses MailChimp to create and send newsletters to our lists. Mailchimp is very user-friendly and allows you to choose a simple template and insert photos and text. First you are prompted to choose a campaign type:

● Regular Campaigns are the most common type of HTML emails that are sent. You can customize and design HTML styles or plain text versions that can be sent immediately or scheduled to be sent at a later time.

● Plain-Text Campaigns are the simplest form of mass email that will contain text only. You will always have no formatting options.

● A/B Split Campaigns allows you to test subject lines, from names and sending times. MailChimp will send two different versions of the same email to small portions of the list, track the performance and then send the “winning” version to the remaining subscribers.

● RSS Driven Campaigns allows you to automate your email marketing by combining content from an RSS feed with user-friendly MailChimp templates. DO NOT USE THIS TEMPLATE.

After which, choose the list you would like to send your campaign to. Usually, you will select the Newsletter list.

Next, you are prompted to begin the campaign info. Don’t sweat it, you can come back to this later. But first, name the campaign - for example - “Music for All Ball Guest Emcee Announcement” and then work on a subject line. Some tips for writing a subject line:

● It is important to avoid “buzzwords” that send emails to spam folders:○ http://blog.hubspot.com/blog/tabid/6307/bid/30684/The-Ultimate-List-of-Email-

SPAM-Trigger-Words.aspx○ http://mailchimp.com/resources/guides/getting-started-with-mailchimp/html/

■ Check out MailChimp’s advice on avoiding spam filters● Keep it short● Eliminate filler words

Next on the list is the “From Name” which is already filled in as “Rock to the Future” - be sure to check with Jess, as this will most likely be changed.

Once you finish the Campaign Info, you will select a template. Fill in the picture areas, write your text and be sure to add hyperlinks wherever you can.

Be sure to add the social media buttons into your template. You do this by dragging and dropping the “Social Share” and “Social Follow” buttons into your template. Be sure to have Facebook, Twitter, LinkedIn and Forwarding in the Share category. In the Follow Category, include Facebook, Twitter, Instagram, LinkedIn and Website. Make sure the links are correct. When you are finished formatting your newsletter, view it as a preview and check all of your links!

Once you are finished, check with Jess and it is ready to send. You can send it right away or schedule it for a different time!

Newsletter example:

Media PitchMedia pitches are short creative features designed to arouse interest in the intended party. Use AP style and inverted pyramid format.

Example:Rock to the Future (RTTF) is celebrating its 5th year of providing contemporary music programming for

underserved Philadelphia youth at no cost to them or their families. The innovative program has increased

from 13 to now over 300 students in RTTF curriculum since 2010.

Ethan, an 8th grade student with Asperger's Syndrome, is an inspirational story for every young student.

RTTF encouraged Ethan to become a leader at both school and in the program after years of bullying.

Once given the opportunity to play music, Ethan quickly realized his ability to hear a song and play it on a

variety of instruments. While the drums are his primary instrument, he can often be found playing guitar,

piano or bass

Ethan is now a member of the RTTF house band while maintaining a B average in his classes. His story illustrates the importance of music education despite crisis filled school districts.

Social MediaRock to the Future primarily uses 4 social media accounts on a daily basis, and we will cover what to post

using Twitter, Instagram, Facebook and LinkedIn.

Twitter○ Twitter is used for short messages (only 140 characters per tweet) so be sure to get a message out quickly.○ Use of hashtags help people find your tweets and the brand you are representing.○ Don’t just create content, it is important to repost other tweets (retweets) and also have conversations with fans (respond/favorites)○ Works toward a younger audience

Instagram○ Instagram is a social media network used to share pictures and videos (15 second video at most).○ Hashtags also work very well with instagram as users will search for hashtags and see pictures. Use the daily hashtags from above and other popular hashtags ( #music #musiceducation #nonprofit etc.)○ Younger audience

Content for Twitter and Instagram● When using social media, it is important to remember what day it is - you can schedule content using hashtags (#) that apply to certain days. Make sure to use popular hashtags, for example: ○ Monday - #mancrushmonday #musicmonday #motivationmonday

○ Keep #mancrushmonday and #womancrushwednesday appropriate and relatable to the organization

○ Tuesday - #transformationtuesday○ Wednesday - #womancrushwednesday○ Thursday - #throwbackthursday○ Friday - #flashbackfriday #followfriday ○ Examples:

○ With the 2nd Annual #MusicForAllBall 2 days away, here's a #TBT from last year's rocking event! http://ow.ly/i/ahwRo

○ #FollowFriday #follow #RTTF on #Facebook and #Instagram for stories of our amazing kids! #MusicEducation #Music

○ #MusicMonday Fact: Singing exercises your heart, lungs, and releases endorphins making you feel good.

○ #RTTF is proud to announce @WendyRollins as our #GuestEmcee for the #MusicForAllBall #wcw #womancrushwednesday

● You can use Day of the Month Calendars (like this one!) and look for birthdays to schedule content around.○ Examples:

○ #March is #womenshistory month ! Who's your #fav #female #musician? We love #tinaturner #beyonce #fionaapple #femalerockers

○ Happy #DayofUnplugging from #RTTF #acoustic #guitar

Facebook○ Facebook is a social media network that works well with the longer messages○ You can create event pages for events where people can RSVP○ Hashtags also work well for Facebook○ You can also share statuses, events or anything else online onto your Facebook news feed○ Older audience, but there is still a younger presence

LinkedIn○ LinkedIn is a business oriented social networking service used mainly for professional networking○ Older, more professional audience○ According to statistics, 60% on LinkedIn users are interested in industry insights. Other interesting posts include company news and new product and service offerings.○ Some of the best times to post to LinkedIn is shown below.○ For more on LinkedIn Marketing Strategies check out this website!

Example:

“A study published in 2007 by Christopher Johnson, professor of music education and music therapy at the University of Kansas, revealed that students in elementary schools with superior music education programs scored around 22 percent higher in English and 20 percent higher in math scores on standardized tests, compared to schools with low-quality music programs, regardless of socioeconomic disparities among the schools or school districts. Johnson compares the concentration that music training requires to the focus needed to perform well on a standardized test.” Rock to the Future has shown great improvement in our student’s academic work.

<include the link to the study> http://www.pbs.org/parents/education/music-arts/the-benefits-of-music-education/