Michele Nosko UMA Director of Marketing and Membership

1. The Bigger Picture Michele Nosko UMA Director of Marketing and Membership Anatomy of a Press Release

2. The Bigger Picture A press release is simply a statement prepared for distribution to the media. The purpose of a press release is to give journalists information that is useful, accurateandinteresting.

3. The Bigger Picture What does a press release do?

4. The Bigger Picture • Helps you get the word out about your company • Are you having an event? • Are you sponsoring an event? • Are you/employee involved in a charity? • Have you hired or promoted an employee? • Has your company/employee won an award? • Is a long-time employee retiring? • Has your company/employee reached an important milestone or achievement?

5. The Bigger Picture • Helps you create a buzz about your company • Have you purchased new equipment? • Have you moved to a larger facility? • Are you participating in an industry event? • Have you met with your elected leaders? • Are you providing a new service?

6. The Bigger Picture • Helps establish your company as a leader in your community • Announce partnerships with other businesses/organizations in your community. • Announce involvement with community charities. • Announce significant contributions your company has made to your community.

7. The Bigger Picture How do you write and format a press release?

8. The Bigger Picture • Press releases are basically ‘cookie cutter’ templates that conform to a basic established format – once you have a template, all you have to do is follow it for each release.

9. The Bigger Picture • Put on letterhead • Include FOR IMMEDIATE RELEASE, and CONTACT INFO • Add Headline • Begin with the date and city • First paragraph should clearly and briefly state what the PR is about • Second paragraph explains the details—the 5 Ws—who, what, where, when, why. • The next paragraph generally includes a quote that gives the release a personal touch. • Close with contact information. • The final paragraph should include your company ‘boilerplate’—information on your company • Close out the release with ### or —end— FOR IMMEDIATE RELEASE Contact: Michele Nosko, 703.838.2929 mnosko@uma.org UMA Announces New Program for Members UMA announced that it has partnered with ALEXANDRIA, VA, December 1, 2011— • Imperial Supplies to provide exclusive benefits to its members. Imperial Supplies is a progressive, technologically-advanced distributor of maintenance repair parts and inventory management programs. Imperial is dedicated to using innovative services and technology to help reduce expenses and increase profits. The “UMA Shop Supplies Program through Imperial Supplies” will provide UMA members with a dedicated service advisor and access to a full range of products. “In looking to find programs that can save our members money, Imperial stands out for their efficiency and savings potential,” says Michele Nosko, UMA’s Director of Membership and Marketing. “We received high praise from members who are current customers of Imperial and feel they are perfect additions to our menu of member benefits.” To learn more about Imperial’s program, UMA members should contact Imperial Service Advisor, Corey Reyment at 800.558.2808, ext. 5451. About UMA The United Motorcoach Association is North America’s largest association for operators of motorcoach companies providing charter, tour and regular route services. Founded in 1971, UMA is comprised of over 900 professional bus and motorcoach companies who provide transportation services in all fifty states, Canada and Mexico, and more than 250 supplier, manufacturer, and travel partner members. Headquartered in Alexandria, VA, UMA is dedicated to protecting and promoting the interests of the entire motorcoach industry and providing its members with programs and services to enhance the success of their operations. More information can be obtained by visiting www.uma.org. —end—

10. The Bigger Picture FOR IMMEDIATE RELEASE Contact: Thomas Bazow, 260.485.6167 tbazow@excursiontrailways.com Excursion Trailways Awarded UMA Vision Award FORT WAYNE, IN, February 1, 2009— Excursion Trailways is pleased to announce that it was awarded with UMA’s Vision Award at the UMA Motorcoach EXPO in Las Vegas. The UMA Vision Award for Small Operators recognizes a small operator of less than 15 motorcoaches that establishes new standards of performance, raising the bar in all areas - marketing, maintenance, operations, safety and innovation. Prospective candidates for the award are nominated by their industry peers. The award was presented during the annual Vision Awards Banquet. “Excursion Trailways exemplifies motorcoach operators and is a top-notch operation,” says Victor Parra, UMA’s President & CEO. “We are happy to name them a Vision Award winner.” About Excursion Trailways Excursions Trailways is your Premium motorcoach company. Our mission is to give excellent customer service by providing clean, well maintained coaches and courteous, professional drivers. Excursions Trailways operates trips from Indiana and Ohio to destinations in the continental U.S. and Canada. We would welcome the opportunity to let Excursions Trailways assist you with your transportation needs. More information can be obtained by visiting www.excursiontrailways.com. —end—

11. The Bigger Picture FOR IMMEDIATE RELEASE Contact: Joseph Zak, 973.470.9700 jzak@panoramabustours.com Michelle Petelicki of Panorama Tours Inc. Receives Accredited Passenger Transportation Operator (APTO) Designation • CLIFTON,NJ, December 1, 2011— Panorama Tours Inc. is pleased to announce that President Michelle Petelicki has earned her Accredited Passenger Transportation Operator (APTO) designation from UMA’s Bus & Motorcoach Academy’s Clarence Cornell School of Business. • The Bus & Motorcoach Academy’s Clarence Cornell School of Business is comprised of five courses on business, marketing, finance, human resources and safety and compliance. Upon successfully passing all five courses, students earn their Accredited Passenger Transportation Operator (APTO) designation. “We are proud of Michelle and her accomplishments,” says Joesph Zak, Panorama Tours Inc. founder. “Her expanded industry knowledge will help our business grow.” About Panorama Tours Inc. Panorama Tours, Inc. is a family run motorcoach bus company that has been in business since 1995. Located in Clifton, NJ, our drivers are very professional with many years of driving experience. They are very courteous and friendly. More information can be obtained by visiting www.panoramabustours.com. —end—

12. The Bigger Picture How do you distribute a press release?

13. The Bigger Picture • Maintain a list of local media contacts – use the editor’s name to get noticed better. • Be sure your contact listed is available and prepared to answer questions. • Maintain a list of local organization contacts – Kiwanas Club, Better Business Bureau, Chamber of Commerce, trade associations like UMA, etc. Include your elected congressional representatives’ offices! • Email, fax or mail your press release. • Place the release on your own website.

14. The Bigger Picture • Points to remember • Press releases are a cost-effective (and usually free) way to market your company • Once a template is formatted, press releases can be written quickly and are easy to distribute • Your press release should contain useful, accurateand interestinginformation • Press releases can help spread the word about your company and raise your company’s profile in your community • Press releases are like social networking, the more people you share it with, the more people who will learn about your company!

15. The Bigger Picture • Thank you! • Feel free to contact me for samples and templates: • mnosko@uma.org