When it comes to writing and distributing press releases, small nonprofits often have any excuse handy to avoid the dreaded task:
- Press release? Huh? What's that?
- Our news isn't really "news-worthy"
- We don't have the time to write a press release
- We don't have the contacts to distribute a press release
- We don't have the money to get a professional press release written and distributed
Raise your hand if you've used at least one of these excuses to put off writing a press release.
Ok, class, you can all put your hands down. I think we get the point.
SIDS America, a rapidly growing nonprofit, recently hired us to help them with a total rebranding (check out their beautiful web site) as well as provide some basic marketing and fundraising assistance, including press releases. Theirs is a story you need to hear.
As part of their Nonprofit Startup Package, we wrote a press release for SIDS America to announce their new identity, launch their resource-filled web site, and introduce their story to the press. The response has been amazing.
Within 24 hours, they had a story in Guideposts, who reaches deep into their target audience. Their release was on all the major news wires and showed up in just about any news search for "SIDS" or "Sudden Infant Death Syndrome." They got good chatter on Twitter and Facebook. And, they appeared on the NBC 5, Dallas, evening news.
So what did it cost them to reach tens of thousands of people with their message? Here's the math: $75 for the press release and about $275 to distribute it through our press release service, for a grand total of $350. When compared to traditional advertising methods, you can't beat the value.
It would have cost them thousands of dollars in advertisements to reach the same number of people. Plus, the press release came with an added value: credibility. People see advertisements as selling, whereas they see news stories as informing.
As a result of the press release and other marketing tools, traffic has been increasing steadily to SIDS America. They are building a loyal following and, most importantly, they're sharing their mission of "hope, help, and healing" with as many people as possible.
With the right story, just about anything can be made newsworthy, so don't put off any more press releases. Here's how you can get a piece of the action:
- Decide what message you need to share and then find the story that best illustrates it.
- Write your press release as an actual news article, including quotes. The easier you can make it for reporters, the more likely they are to give you coverage.
- Weave into the story several angles for coverage. Each news outlet is looking for a different story.
- Be brief. Keep your press release to 400 words or less.
- Include contact information for follow-up.
- Use a distribution service to get your press release to the right publications and enhance your SEO.
- Hire a professional to write your press release and boost your results.
What's been your success with press releases? Tell us your story of success (or failure).
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