The Press Release

Paul Clarke Nonprofit Resource CenterFebruary 23, 2011

Essentials for Media Relations

Media Relations 101

The Contact

The Press

The Press Release

The Contact

Designate

Assign staff member as media contact and backup

Implement

Create basic media policy

Assemble basics for press kit

Communicate

Ensure staff understand & support policy

Include “press room” on website

The Press

Your Press

What outlets should you contact?

“The power of the periodical press is second only to that of the people.”

Alexis de Tocqueville

What They Want

Event Calendar? News story or brief? Photo/Video? Announcement?

When And How?

Know deadlines

E-mail, fax, mail?

The Press Release

What does it include?

The basics

How should it look?

Sample

Does it need edited?

Short answer: YES!

Where and when should it go?

Your press & deadlines

Most Important Question…

Is it newsworthy?

Check the angles.

The Basics

The Lead

One sentence summary of the news

“The most important part of clear writing is clear thinking.”

Knight Communications

The Context

What the news means to the big picture

The Quote

From the mouth of key players

The Boilerplate

Standardized for the end of every press release

The Five W’s (& sometimes H)

Who? What? Where? When? Why? How?

Does the press release answer these questions?

?? ? ??

?

The Look

Edit, Edit, Edit

Double- & Triple-Check

Correct & complete facts Accurate contact information Spelling & grammar “Things to Avoid”

Ask Colleague to Edit

Fresh eyes

Different perspective

Where & When

Send to Your Press

Give Ample Notice

“Leak” News Elsewhere

Additional Media Tools

Website Press Room

Media contact information

Digital press kit

Press Kit

Organization biography

Fact/tip sheets

Relevant publications

Story Pitching

Offer timely article or evergreen ideas

Online Resources

http://tenant.net/Organize/media.html

http://www.coyotecommunications.com/outreach/promote2.html

http://www.knightcommunications.org

Books Guerrilla Marketing for Nonprofits Making the News: A Guide for Activists and

Nonprofits The Mercifully Brief Real World Guide to Attr

acting the Attention Your Cause Deserves A Primer on Nonprofit PR The Public Relations Handbook for Nonprofit

s Publicity for Nonprofits Strategic Communications for Nonprofits