A Model Press Release
Public relations people often ask what it takes to get a newspaper's attention. "How can I get my client's story on the front page?"
Here's a press release that worked. No fancy literary tricks here, but it does the job. It worked so well, that the editor who assigned the story was led to say, "I don't like to make assignments based on a press release. But this one is a no-brainer. Who do we have that can work this story?"
The key element here. The press release tells a story... a small drama with a beginning, middle and a satisfying conclusion.
Read the page one story generated from this press release.
FOR IMMEDIATE RELEASE
Jeane Jae - 314-363-9556
Samantha Leavitt - 314-520-4669
Humane Society of Missouri Joyfully Reunites New Orleans Man with Dog in the Wake of Hurricane Katrina
Who: Robert Bobby Alberti,, a 59-year-old resident of the 7th Levee District in New Orleans, Louisiana and survivor of Hurricane Katrina
What: The Humane Society of Missouri is reuniting Mr. Alberti with his dog Rover. They were forced to separate during the evacuation from the flood water brought on by Hurricane Katrina. The Humane Society of Missouri airlifted Rover to St. Louis to relieve an over-crowded shelter in Lamar, Louisiana and is providing transportation and lodging for Mr. Alberti and his sister. Fran Alberti was unfailing in her determination to find Rover for her brother and is a key part of today's reunion.
Where: Humane Society of Missouri, Headquarters
1201 Macklind Ave., St. Louis, MO, 63110
When: Monday, October 3, 2005
Interview Opportunities:
Robert Alberti and Rover
Fran Alberti, Sister
Kathy Warnick, President, Humane Society of Missouri
Pam Whitcraft, Adoption Center Supervisor, Humane Society of Missouri
Photo Opportunity:
Robert Alberti and Rover reunited after weeks of separation Humane Society of Missouri staff taking part in joyful reunion
Background: On August 29, 2005 Robert "Bobby" Alberti and his best friend Rover, an 80-pound black Lab-Dalmatian mix, survived Hurricane Katrina. They weathered out the storm in the home Bobby had shared with his mother until she died two years ago. Rover his only family in New Orleans never left his side during the storm. It was the quickly rising flood waters of Lake Pontratrain that forced Bobby, Rover and two of their neighbors onto the roof of Bobby's house.
As the water started to rise Bobby and Rover swam to help rescue the neighbors. Bobby, who doesn't know how to swim, wore a life preserver and Rover paddled by his side.
"I could tell Rover was getting tired from all the swimming and it was hard getting him up the ladder and on the roof," says Bobby. "But we did it, there was no way I was going to leave him in the water.
After a short time on the roof a helicopter rescued all three men and Rover, taking them to the University of New Orleans campus.
"I decided to sleep outside with Rover because I wanted to stay with him, says Bobby. "We met up with another person and his dog and they shared their dog food with us.
From there Bobby was airlifted again to Interstate 10, only this time he was forced to leave without Rover.
"I didn't want to leave him behind but they made me. They said he'd be taken to a shelter and I could come back for him later."
Rover was taken to a temporary shelter at the Lamar Dixon Equestrian center. The Humane Society of Missouri Disaster Response Team was making multiple trips each day to this shelter to drop off homeless animals they were rescuing from the aftermath of Hurricane Katrina.
On September, 22, the Humane Society of Missouri chartered an airplane to bring more than 100 dogs and cats back to St. Louis to help relive the over crowded Lamar Dixon shelter. Rover was one of the dogs brought back to the Humane Society of Missouri headquarters on Macklind Ave. in St. Louis.
Bobby finally made his way to a civic center in Houma, Louisiana where he was able to make contact with his sister. Fran Alberti was already on her way to Louisiana to find her brother when he made the call. After bringing her brother back to her home in Bellville, Texas, Fran was determined to find Bobby's lost dog.
"Rover is all Bobby has left in the world," says Fran. "We just had to find him."
Fran made two trips to the Lamar Dixon Shelter looking for Rover because they were told that was where he was taken. It was during the second trip that Rover's records were located and she learned he had been rescued by the Humane Society of Missouri. Fran immediately contacted Pam Wittcraft, Adoption Center Supervisor for the Humane Society of Missouri and the reunion process began.
The Humane Society of Missouri jumped into action to reunite Bobby and Rover.
"We are thrilled to be able to reunite Mr. Alberti with Rover," says Kathy Warnick, President of the Humane Society of Missouri. "Taking care of the animals brought back from the Gulf Coast area has been a very emotional process for all of our staff. This is the first of many reunions we hope to make."
The Humane Society of Missouri arranged for airfare and a hotel room at the Sheraton Inn in Clayton for Bobby and his sister. The shelter is also providing a rental car for the reunited family to drive back to Fran's home in Bellville, Texas.
Humane Society of Missouri Disaster Response Team
The Humane Society of Missouri Disaster Response Team is currently working in Beaumont, Texas to rescue animals left homeless by Hurricane Rita. Their help was requested by the Houston SPCA because of rescue team's experience working in a variety of situations including flood water and downed trees. They are also experienced in handling all types of animals including pets, farm animals and wildlife. On September 24, 2005 a twelve-person team returned from the Gulf Coast area damaged by Hurricane Katrina. There, they worked almost non-stop for 25 days and rescued more 1000 animals.
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