The only way for nonprofits to grow is to get the word out about their missions. You can do this through direct mail, email, advertising, and special events. But each of these options requires an upfront financial investment for the organization. Another great way to spread the news about your mission is through, well, the news (and other media).
Sending press releases is a great way to keep the media in tune with the work you're doing and to gain public exposure -- at no cost to you. Of course, the no cost factor doesn't mean that you don't still need to invest some time and effort into your press releases.
Otherwise, you'll have a lot of annoyed media people who become quickly trained to throw out your releases as soon as they receive them. There's nothing worse than a "bad pitch." To learn more about what not to do, visit the Bad Pitch Blog.
To learn what to do, keep reading. Here are a few tips to increase your exposure and build good relationships with the press.
- Research. Don't just blindly send your press release to anybody who is living and breathing. Take a few minutes to read about the publication or station. Learn about what they tend to cover. What types of news interests them. Who is their public? Would their audience be at all interested in your mission? If so, that's terrific. If not, move on.
- Send your press release to the right person. Learn who covers news related to you. And then send your press release directly to that person. The sports editor, as nice as she may be, probably can't do anything about your food drive.
- Write a good press release. Yes, bullet points and big bold text can get the message across, but they aren't the most effective way to share your story. Include a catchy, descriptive headline. Write your press release as a story. Make it interesting to read and the media will want to read it. They will also often follow your story line very closely. If you make it easy to publish your story, you'll be rewarded. And, for heaven's sake, please proofread.
- Make your contact information readily available. Don't just put your organization's name and address as part of the letterhead. Designate the final part of your press release to contact info. Tell who they need to contact for what and provide a phone number, email, and address: "For questions and comments, please contact Jane Eyre at..."
- Put it in context. Don't just dump a press release into a person's lap. Include a nice cover letter. This is your "pitch." In "A Simple Media Equation," The Bad Pitch Blog says, "Pitch Letter is to News Release as Cover Letter is to Resume." In other words, write a letter and put your press release into context for the publication. This is also a great opportunity for you to make it evident that you did your research ahead of time.
- Be polite. Be courteous in all of your contact with the press. Make it easy for them to reach you. Return phone calls as soon as possible. And, above all, sound pleased (but not surprised) to hear from them. This will help make it a pleasure to work with you instead of a chore.
Do you have any other ideas about getting the word out through press releases? Feel free to comment. Want help writing a stellar press release? Contact us today. We are delighted to help you help others.
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