Did you know the first press release was issued in New Jersey in 1906? When a railroad accident in Atlantic City tragically killed 50 people, Ivy Lee distributed an official statement on behalf of the Pennsylvania Railroad to fellow reporters. Lee is now widely regarded as the father of modern public relations.
For more than 100 years, press releases have been used by both businesses and nonprofits to create media buzz and place their organizations in the spotlight. Even in today’s age of social media and mobile apps, a traditional press release represents an opportunity for small nonprofits to add credibility and bring attention to their organizations’ news, events, and mission.
Here are a few basic fundamentals to help you get started!
The Purpose of a Press Release
A press release is a statement from an organization that provides news and information about an event that’s relevant to the target audience. In the case of a small nonprofit, that event could be a new hire, a major fundraising event, a new program, a new partnership, a check presentation, etc.
The purpose is to not only bring awareness to the organization, but to generate actual news coverage. Some media outlets will run press releases verbatim, some will put their own spin on a news item, and others will contact the organization to request an interview or access to the event for reporting purposes.
Beware of creating what is essentially a self-promotional ad and distributing it as a press release. Editors can spot such a ploy from a mile away and future coverage of your organization may suffer as a result. Make your press releases newsworthy and relevant!
The Structure of a Press Release
Here are the basic components of a press release:
- “Press Release” or “News Release”: Include this at the very top of the page so the recipient knows exactly what it is.
- Headline: A brief, attention-grabbing headline captures the essence of the story and entices people to keep reading.
- Summary statement: This single sentence expands on the headline with additional context and detail.
- Date of release and location of the news: This usually appears in parentheses at the beginning of the body text.
- Lead/introduction: This short paragraph concisely explains the “who, what, when, where, why, and how” of your news item and previews the main story.
- Body text: This includes details about the main news, a supporting quote from the organization, and possibly a second quote from a person involved.
- Call-to-action: Tell the reader what they should do next (go to website, fill out a form, donate, register for an event, etc.)
- Boilerplate: This is a one-paragraph profile of the organization with a link to your website.
- Contact information: This tells the reader who to contact for more information or interviews.
Key Attributes of a Small Nonprofit Press Release
First, a press release must clearly convey the facts. Who is affected or involved? What happened or will happen? When and where did it happen or will it happen? Be specific with these details. For example, how much money was raised? How many people attended?
For a small nonprofit, the “why” and the “how” are critical. Tell the story with emotion! Convey your mission. Share the impact in detail with real-world success stories. Thank donors, sponsors, and partners who contributed to this newsworthy event. While business press releases tend to be formal in tone, nonprofits are expected to express the emotion of their mission!
Remember, press releases are not just pages of text! Include several photos and videos to tell and reinforce your story, validate what you say in the text of your press release, and make an emotional connection with the reader.
Distribution and Response
There are free press release platforms that will distribute your press release to a very wide audience. While this kind of reach can be helpful, be sure to distribute to specific media outlets and individuals via email and social media.
For example, a small nonprofit would most likely benefit by targeting local publications (Patch, Tapinto, local newspapers and newsletters, etc.). Depending on your organization, mission, and news, consider sending your press release to local municipalities, chambers of commerce, community organizations, and places of worship. Media contacts and networking connections should be saved in your donor management software!
Finally, be prepared for the response to your press release. Who will respond to inquiries? How will they respond? Do they have the appropriate information and materials? Does your website have a page that deals specifically with the news in the release? In many cases, response preparation will ultimately determine the success of the press release!
Press releases may not be as flashy as YouTube and TikTok, but they can play an important role in building relationships with local media and organizations that are capable of bringing awareness to your missions. Start with sound fundamentals to see the best results!
