Charities and non-profit organisations do great work in communities across the globe, but all too often their efforts go unnoticed or unappreciated. Creating media exposure is vital to raising the profile of any organisation and can bring a number of benefits including a greater understanding of the charity or NPO’s role as well as increased support from the community.
And while the world of PR may be one unfamiliar to those working away behind the scenes, a simple press release is a great way to make contact with the press and help build a mutually beneficial relationship. Following these few simple rules can help an organisation’s release stand out from the crowd and increase the chances of it generating coverage.
Making Charity Press Releases Look Professional
No matter how small the organisation, a release issued to the media must be able to hold its own amid competition from big business and other organisations. Press releases should ideally be written on headed paper that clearly identifies the organisation that is sending it. If no such resource is available the press release should be headed with the name of the organisation as well as contact details, including address, email and website if there is one – this helps journalists to authenticate an organisation as being worthy of their coverage.
Keep Non-Profit Press Releases Current
The news is just that – new. There is no point in a charity or NPO issuing a release days or weeks after an event has taken place. If possible, organisations should send a release out in advance of the event in question, allowing news editors to plan for coverage. This can be followed up with a round-up of the event as soon as it has come to an end if the newsroom has still not made contact. This way the press have two chances to pick up and cover the story contained within the release.
Write Press Releases Like Newspaper Articles
A press release should be written in the style of a newspaper article, as this allows editors to simply copy and paste your words if they have a space to fill. A good idea is to read the publications that will be targeted with the release and ensure the information issued mimics their style. No organisation should refer to itself in the first person in a press release. Direct messages from people within the charity or NPO should be presented as attributed quotes together with the name and job title of the speaker.
The release should be headed with a catchy newspaper-style headline that reflects the essence of the story the organisation is trying to tell, as this will help hook the journalist’s attention. The release should use full names for anyone mentioned in the article (first and surnames) and if possible list their age and the area they live in.
How Long Should Charity/NPO Press Releases Be?
News editors have piles and piles of releases landing on their desks every day. They simply do not have time to read lengthy releases. The main story of a press release should be kept to one side if possible. Additional information about the charity or NPO, its role and its work can be added in a separate section at the end headed “Notes for Editors,” this section should be considered the place to supply background information.
Choosing Photos to Send to the Press
Attaching a photo to a press release is important as it increases the chances of coverage. Pictures should clearly illustrate the story. They should be clear, in focus and should not include a cluttered background. For ideas on what sort of pictures to send, it is a good idea to review those used in the publications being targeted. If there are people in the picture send a caption with the names of those in the picture listed from left to right.
Contact Information in Charity Press Releases
Journalists like to do their own research so it is imperative that any release includes contact information for someone at the organisation who knows about the event being publicised. As journalists work on short deadlines they may give up if unable to contact someone, so ensure the contact details include alternative numbers or emails that will be answered whenever they call.
Good Press Releases can Generate Free Publicity for Charities
Press releases offer the author one shot at catching the attention of the newsroom, so it is important to ensure all of these steps have been followed before issuing a release. A professional and engaging release with a usable picture has a great chance of being featured in some way, but once a press release has been sent organisations should monitor their local press for coverage as it is not normal practice for newsrooms to contact every organisation they intend to feature.
Jenni Potter - Jenni Potter is a qualified senior journalist and newsroom veteran with 10 years experience on titles across the UK. Jenni is also a ...
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