How to Write a Great Press Release for Your Social Enterprise
So you’re ready to write your social enterprise’s press release and share the big news with the world – congratulations! It’s a big step and before you start, we’ve got a few tips. Passion gets you a long way but trust us, there’s a few things that will make your press release stand out amongst the many others that journalists receive.
Will people care?
Ask yourself whether people will give a damn before you start, as you may save yourself a lot of time or you may choose to approach the topic differently. Consider the audience you are writing to and why they will find the news of your social enterprise important. Ask yourself, ‘what do they care about?’, ‘why would someone want to read this?’, and ‘how am I providing value to a reader?’. A targeted and well-considered press release is more likely to impact the audience you’re looking to reach and create a call to action.
Submit your release to publications and journalists who have access to the audience you’re looking for. Remember to get creative with this bit, as they’re not always the mainstream media outlets. Consider freelance journalists who are influential, blogs and smaller prints outside of the big ones as well. Check out the Exposure section on Social Change Central for publications and podcasts that are looking for great press releases from social enterprises.
Be concise and clear
Journalists will skim your writing and often make a decision before they’ve read the whole release. They’re time poor and need the basics fast. By making sure the information you are trying to convey is clear and concise, this will help journalists identify what makes your piece stand out from others. Be clear on your social enterprise’s mission, vision and impact (and other key pieces) and demonstrate why this is important.
Use qualitative and quantitative data
Do your research and display it in numbers using quotes. When you are using quotes, be mindful to use them as pieces that capture the insights or opinions of your social enterprise. Consider a quote from your founder, a credible body within the operating realm of your social enterprise’s impact and/or a beneficiary or client of your social enterprise.
Research best practice examples
If you have never written a press release before, research some of your favourite organisations and notice which ones stand out to you and why. Whilst journalists usually edit a press release, you can still mimic the style of the pieces that stick out to you. For the ones you did enjoy reading, notice where they were published and consider how you can position yours to receive similar traction. It’s important to research the quality of the publication outlets you’re looking to use and decide which one is most relevant to you. Sure, you could get your press release published on your friend’s blog but is this going to merit the credibility you’re seeking to achieve?
Get your press release reviewed
We’d suggest a few people in your network review your press release first. Try and get some perspectives from within (if you have employees or a co-founder) and outside of your social enterprise. Relevant mentors or subject experts can provide you with guidance as to how to get it noticed. If you’re a Social Change Central Gold Member, we’re more than happy to provide feedback on your press release.
Good luck! When done well, press releases can be a great way to get news of your social enterprise out to the world, and to keep on record for future opportunities.