What is a Press Release? WHAT? A written announcement delivered to the media A press release can… – Generate a feature story – Announce events, promotions, new products & services WHY? A critical tool for PR – Journalist is much more likely to publish your story if you send them a release.

Remember! Journalist doesn’t care about your message Doesn’t care about… Your nonprofit org Raising money Bringing visitors to your site/event Journalist wants a story that readers will read (be interested in) So… Imitate headlines you see published in the paper Write your exciting news in as few words as possible

Steps to Writing a Press Release 1. Write a headline – Brief, clear, to the point – Have a grabber to get people’s attention – In bold, larger font, and present tense – Covers key words – Excludes words like “a”/”an,” “the,” “this,” etc. – Capitalize first word and all proper nouns (Do not capitalize every word)

Tips for Writing a Good Headline Write it LAST Keep it short, to the point Put key words towards the front Avoid business jargon Create an emotion with the readers Be current; use trending words Give your reader a reason to read on Ask yourself: Would I click on this link? Would I read this article?

Steps to Writing a Press Release 2. Write the press release body copy – Start with details such as date and city – Lead (first sentence)  attention-grabbing; summary of news – Then the following sentences provide more details [First two to three sentences should summarize the press release; sentences that follow elaborate] – Keep your language simple, sentences short – Who/What/When/Where/Why/How

Steps to Writing a Press Release Length  Three pages or less If sending a hard copy, double space Press release should: ● Be newsworthy ● Include info about the company ● Provide contact info (relevant to press release) for future correspondence – End with ### below the last line (a journalistic standard)

Blah Blah Blah = Inverted Pyramid

Note: Banner info does not take the place of contact info. Why?

What am I announcing? Your “newsworthy” content = sharing with the community the changes that your organization is going through. Assume that your nonprofit as accepted your recommendation The recommendation (i.e., fundraiser, hiring more volunteers, changes to the website, etc.) is the news!