When it comes to getting media coverage with your press release, there’s a simple rule to follow: you want to deliver the right story to the right person at the right time.
In an ideal world, your nonprofit would have a dynamic PR team focused on getting coverage for your accomplishments. But more likely than not, public relations is only a small serving on someone’s very full plate. That plate might be your own or someone else’s. Whether it’s you or a volunteer or an intern writing your next press release, the following methods cover the basics of the distribution process, which is your chance to get the media to cover your story.
timing is everything
Timing is perhaps the easiest part to get right. Share your news stories as they happen and when they are actionable. For example, when:
- Your team is reviewing the guest list for your gala.
- Volunteer recruitment begins in a few weeks for your new program.
- You’ve submitted the final edits and now your paper is about to be published.
- You have a major fundraiser coming up.
Being proactive will give you the time to draft your press release early and have it ready to go. And if you’re participating in #GivingTuesday this year, their 2018 Campaign Timeline suggests distributing a press release in October to announce your campaign:
“Pitch your local press. Use our Sample Press Release to share your campaign plans with local media. We see a lot of coverage for #GivingTuesday — don’t wait to pitch your story to TV, radio, and local newspapers.”
Reach the right people with the right story
Once you’ve written your press release:
1. Decide whether you’ll distribute your press release using a traditional wire service. These services allow you to upload your press release, then pay a fee for them to distribute your release to publications in the industry of your choosing. While distributing over the wire costs money (and some industry experts question how much value it adds), most PR professionals do distribute their releases over the newswire. And doing things like the pros can lend to your credibility. If you’re interested in using this method, you can check out services like PR Newswire and PRWeb.
2. Write personal emails to relevant media contacts. If you only have the bandwidth for one PR step, this is the one to focus on! It will require a little research. You’ll want to build a list of local media contacts who cover subjects related to your work and pitch them directly. (Think: editors, journalists, and reporters in your area; local is the best place to start.) For example, say your nonprofit is hosting an upcoming summer camp for kids in your area. You’ll want to find the emails for the editor and journalists at your local newspaper. Usually, you can find this info on their website.
With your list of contacts and press release ready, draft personalized emails to this list of contacts and share your story. It’s a best practice to simply copy and paste the text of your news release into your email (don’t send attachments). Focus on crafting a catchy subject line to pique their interest and ensure that people open your message. While they might not write about your very first story, this is also a great way to build relationships with the media over time.
3. Post your press release in your online newsroom. A newsroom on your website is a great way to get all of your stories in one place, both for the media and your supporters. Include a thumbnail image on the newsroom page that illustrates your story and make sure to add your nonprofit’s logo to the top of the press release .pdf. For inspiration and some great examples, you can check out Wired Impact’s collection of nonprofit newsroom pages.
4. Tweet about it. A newsworthy story is also a tweet-worthy story. And you can find many of the journalists from your media contact list on Twitter. It can help you connect instantly, and with a limited 280 characters or less, you’ll have to get straight to the most important details. Once you’ve posted your news release on your website, you can easily share your content through a link to your newsroom.
Use these methods as a guide and keep the media in mind when you have your next big event coming up. We know that your nonprofit has tons of important stories, and relationships with local journalists can give you a megaphone for your cause.
