5. Communications Tools
(a) The Press Release
In these changing times, the question often arises as to whether the term Press Release is still an accurate name for what should probably be called a General Media Release. The so-called Press Release will be around for quite a while, and is often referred to as a News Release, especially by the electronic media.

In any event, it is a notice to the general media announcing something that is expected to be newsworthy. In your case, it would be the announcement of your intent to purchase land to expand the size of your community or create a new reserve. Or it could be the announcement that you have already done so.

When writing the press release, apply the W-5 approach: who, what, when, where, why. Three paragraphs, double-spaced with four to five lines per paragraph is probably the ideal format with a headline-or header-at the top in bold case.

The release can be printed on your band stationary, with the names of the contact person or persons at the bottom, along with contact phone and fax numbers and email address.

The box on the next page provides an example of a release where the land purchase is in its final stage.

(b) Media Advisory
A Media Advisory does not announce a major news item; instead, it can act as an update to an event which has already occurred, or provide more detail on the newly acquired property. Its construction is basically the same as that used for a press release, with the exception of the header which might read: " _________ First Nation-Media Advisory." It should end with the usual contact names and numbers.

(c) Backgrounder
A Backgrounder is a record written in chronological order which walks the reporter through a brief history of your community - basic facts of where your people came from (pre-Indian Act); when your reserve was established; how your community was named; its population, present land-base size, economy, and almost anything else you feel might be relevant or helpful to the reporter producing the stories.

In a backgrounder, you should stick to the facts. Private and personal opinions have no place in this document. The backgrounder is simply background information for the use of anyone interested in what you are doing and who wants to know more. While it will be tempting at times to write a short essay, try to keep it to a page or two. Anything beyond that is a waste of time. Some general background information is provided in Appendices 1, 3, 4, and 5, and 6 on the topics of: (1) the ATR; (3) the Indian Act; (4) First Nations reserves; (5) taxation; and (6) environment. Take only what you need from these examples. Otherwise, you will find yourself bogged down in paper. Besides, your purpose is communicating your message, not teaching Aboriginal History 101.