When your non-profit has big news to share, how do you get the word out? One of the oldest and most effective tools is the non-profit press release. A press release is an official announcement that you send to journalists and media outlets. The goal is simple: to get them interested enough to write a story about your news. A positive story in the local newspaper or on the evening news can introduce your mission to thousands of new people. It is a powerful part of any good non-profit marketing plan.

Writing a press release can seem formal and intimidating. There is a specific format that reporters expect to see. But once you understand the basic structure, it is a skill that anyone can learn. This guide will walk you through the entire process in 9 simple steps. We will cover how to decide if your story is newsworthy, how to format your release like a professional, how to write a compelling story, and how to send it to the right people to get the best results.

Step 1: Decide if Your Story is Actually “News”

This is the most important first step. A press release is for news, not for general advertising. A reporter’s job is to find interesting, timely stories for their audience. If your announcement is not actually newsworthy, they will ignore it. Before you start writing, ask yourself: “Is this a real story, or is it just an ad for my organization?”

What Makes a Story Newsworthy for a Non-Profit?

• A Major Event: The announcement of your annual fundraising event.
• A Big Announcement: The launch of a new, innovative program or the opening of a new facility.
• A Significant Milestone: Reaching a major fundraising goal for a capital campaign or serving your 10,000th client.
• A Newsworthy Partnership: A major corporate sponsorship or a partnership with a well-known community figure.
• A New Report or Study: The release of new data or research that sheds light on a problem in your community.

If your announcement does not fit into one of these categories, a press release might not be the right tool.

Step 2: Get the Formatting Right

Journalists are busy people. They receive hundreds of emails a day. A press release has a standard format that makes it easy for them to quickly scan and find the most important information. Using this format shows that you are a professional who respects their time.

Step 3: Write a Headline That Grabs Attention

Your headline is your first and only chance to make a reporter interested in your story. It needs to be short (usually under 100 characters), active, and interesting. It should clearly state your most important piece of news. A good headline makes the reporter want to read the first sentence.

Step 4: Craft a Powerful First Paragraph

Journalists are taught to write in a style called the “inverted pyramid.” This means you put the most important information at the very top of the story. Your first paragraph should be a summary of your entire announcement. It needs to answer the key questions: Who? What? When? Where? and Why? Someone should be able to read only your first paragraph and understand the whole story.

Step 5: Tell a Story in the Body of the Release

The body of your press release is where you can provide more details and add some emotion. This is a great place to use the art of storytelling. Include a powerful quote from your CEO or from someone your organization has helped. A good quote can bring your story to life and is often the part of the release that a reporter will use directly in their article.

Step 6: Write Your “Boilerplate”

The boilerplate is the last paragraph of your press release, right before the media contact information. It is a short, standard description of your non-profit that you will use on every press release you send. It should clearly and concisely explain your mission. This is a key part of your non-profit’s brand messaging.

Step 7: Build a Targeted Media List

Do not just send your press release to every journalist you can find. This is called “spraying and praying,” and it does not work. You need to build a targeted list of the specific reporters and editors who are most likely to be interested in your story. Start by looking at your local news outlets. Who covers non-profits? Who writes about the issues your organization works on? These are the people you want to build relationships with.

Step 8: Send Your Press Release (The Right Way)

The best way to send a press release is to paste the text directly into the body of an email. Do not send it as a PDF or Word attachment. Many reporters will not open attachments from people they do not know. Your email should have:

• A Clear Subject Line: Your press release headline makes a great email subject line.
• A Short, Personal Note: A quick, one or two-sentence note at the top of the email can be helpful. (“Hi Jane, I thought this news about our after-school program might be interesting to you and your readers.”)
• The Full Text of the Release: Paste the full, formatted press release below your personal note.

Step 9: Follow Up (Politely)

It is okay to follow up on your press release, but you need to be polite and respectful of the reporter’s time. Wait a day or two after you send your release. Then, you can send a single, short follow-up email. Simply say that you are checking to make sure they received the release and that you are available if they have any questions. Do not repeatedly call or email them. If they are interested, they will get in touch.

A good press release is not just an announcement; it is an invitation to a reporter to tell a great story.

Conclusion: Sharing Your News with the World

A well-written press release is a powerful and low-cost way to get your non-profit’s story in the news. It can help you reach a huge new audience, build your credibility, and attract new supporters. By following these 9 simple steps, you can create a professional press release that will get the attention of journalists and help you share your important work with the world. It is a classic tool that is still a vital part of a modern non-profit’s marketing toolkit.