Spencer Lanoue
Writing a press release for a nonprofit isn't just about announcing news. It's about telling a story that connects with your audience and furthers your mission. Whether you're publicizing a new initiative, a significant donation, or an upcoming event, a well-crafted press release can help you reach media outlets and potential supporters. Let’s unpack how to write a compelling press release that captures attention and gets your message out there.
What Makes a Press Release Effective?
Before putting pen to paper (or fingers to keyboard), it's important to understand what makes a press release effective. An effective press release is concise, informative, and engaging, offering journalists everything they need to create a story about your news. Here's what you should focus on:
- Clarity: Your press release should be easy to understand, with a clear message.
- Newsworthiness: Ensure your story is relevant and interesting to the public or the specific audience you're targeting.
- Structure: Follow a standard format that journalists are familiar with.
- Quotes: Include quotes from key figures in your organization to add a human element.
By focusing on these elements, you'll be better positioned to craft a press release that captures the attention of media outlets and your target audience.
Starting with a Strong Headline
The headline is often the first thing a journalist or reader will see, so it needs to be compelling. A strong headline is both informative and intriguing, giving a sense of what the press release is about while enticing the reader to learn more. Here’s how you can craft a good headline:
- Keep it concise: Aim for a headline that's brief but informative.
- Use active voice: This makes your headline punchier and more engaging.
- Include keywords: Make sure your headline contains relevant keywords that convey the essence of your news.
For example, if your nonprofit is launching a new environmental initiative, a strong headline might be, "Local Nonprofit Launches Initiative to Plant 10,000 Trees by 2023."
The Lead: Grabbing Attention Right Away
Once you've hooked a reader with your headline, the lead paragraph needs to deliver the core message of your press release. This is where you answer the 5 W’s: Who, What, When, Where, and Why. The lead should give all the crucial information right upfront, allowing the reader to understand the news quickly.
Local Nonprofit ABC has announced a new partnership with XYZ Corporation to plant 10,000 trees across urban areas by the end of 2023. The initiative aims to improve air quality and provide green spaces for communities in need.
Avoid burying the lead with unnecessary details. Keep it sharp and to the point, ensuring that anyone reading gets the essence of the story immediately.
Adding a Human Touch with Quotes
Quotes can breathe life into your press release, offering personal insights and emotions that facts alone can't convey. Include quotes from key individuals within your nonprofit or partners involved in the initiative. Here’s how to effectively use quotes:
- Be authentic: Make sure the quotes sound natural and reflect the speaker's voice.
- Add value: Use quotes to provide context or express passion and commitment to the cause.
- Keep it relevant: Ensure quotes are directly related to the news being announced.
"Partnering with XYZ Corporation will help us achieve our goal of 10,000 trees much faster," said John Doe, Director of ABC Nonprofit. "This initiative is a big step toward creating healthier urban environments for our communities."
Quotes help humanize your press release, making it more relatable and engaging for both journalists and the general public.
Fleshing Out the Details
After the lead and quotes, it’s time to delve into the specifics of your news. This section should provide additional details that help paint a fuller picture of the story. Consider including:
- Background information: Offer context about your organization and the issue you're addressing.
- Statistics or data: Support your claims with relevant numbers to add credibility.
- Future steps or calls to action: Let readers know what to expect next and how they can get involved.
Here’s an example of how you might flesh out a press release:
The initiative comes as part of ABC Nonprofit's ongoing efforts to combat urban deforestation. Since 2019, the organization has planted over 5,000 trees in various neighborhoods, improving air quality and community well-being. This new partnership with XYZ Corporation will accelerate these efforts, with tree-planting events planned throughout the year.
Remember to keep this section informative yet concise, ensuring that it complements the main message rather than overwhelming it with too much information.
Adding a Boilerplate
The boilerplate is a standard paragraph at the end of a press release that gives a brief overview of your nonprofit. Think of it as your organization's elevator pitch. A well-written boilerplate includes:
- Mission statement: Briefly describe what your nonprofit aims to achieve.
- History: Include founding year and any noteworthy achievements.
- Contact information: Provide a way for journalists to reach out for more information.
About ABC Nonprofit: Founded in 2015, ABC Nonprofit is dedicated to fighting urban deforestation by planting trees and educating communities about environmental conservation. To date, we've planted over 5,000 trees and engaged thousands of volunteers. For more information, visit our website at www.abcnonprofit.org or contact Jane Smith at jane.smith@abcnonprofit.org.
The boilerplate is your chance to reinforce your nonprofit’s identity and credibility, so make sure it’s polished and informative.
Formatting and Style Tips
Presentation matters in a press release, so it's important to adhere to a professional format. Here are some tips to keep in mind:
- Use a standard font: Stick to fonts like Times New Roman or Arial in a 12-point size.
- Keep it short: Aim for one page, or around 400-500 words.
- Write in third person: This maintains a formal tone suitable for media.
- Use AP style: Following Associated Press guidelines can lend your press release additional professionalism.
Formatting correctly not only looks good but also makes it easier for journalists to work with your press release.
Sending Out Your Press Release
After writing your press release, the next step is to send it out. Here's how to do it effectively:
- Identify target media outlets: Choose outlets that align with your nonprofit’s mission and audience.
- Email your press release: Attach it as a PDF and copy the text into the body of the email to make it easily accessible.
- Personalize your pitch: Tailor your message to each journalist, highlighting why your story matters.
Reaching out to the right journalists with a well-targeted message can increase the chances of your news being picked up.
Following Up Professionally
Following up with journalists can feel a bit awkward. It's a necessary step to ensure your press release gets the attention it deserves. Here’s how to follow up without being a nuisance:
- Wait a few days: Give journalists time to review your press release before following up.
- Be polite and concise: Gently remind them of your press release and offer to answer any questions.
- Provide new information: If possible, share additional insights or developments related to your story.
Remember, journalists are busy people, so a respectful, well-timed follow-up can help keep your story top of mind.
Using AI to Simplify the Process
If you're finding the process of writing and sending press releases a bit overwhelming, AI tools like Spell can be incredibly helpful. With Spell, you can quickly draft a press release, refine it with natural language prompts, and collaborate with your team in real time. It's like having a virtual assistant that streamlines the entire process, from drafting to editing to sharing. By using Spell, you can focus more on crafting your message and less on the nitty-gritty details of formatting and editing.
Final Thoughts
Crafting an effective press release for a nonprofit involves clarity, a compelling story, and a professional presentation. By following these steps, you can create a press release that resonates with journalists and your audience. Using tools like Spell, you'll find the process of writing and refining your press release faster and easier, allowing you to focus on what truly matters. Your mission.
