Introduction to Press Releases and Media Pitches

Press releases and media pitches are essential tools for non-profit organizations to communicate their message, promote their initiatives, and attract media attention. A well-crafted press release or media pitch can help your non-profit gain visibility, build credibility, and ultimately further your mission.

Common Terms and Definitions

Press Release: A written communication directed at members of the news media to announce something newsworthy, such as an event, initiative, or accomplishment.

Media Pitch: A concise, personalized message sent to a journalist or media outlet to propose a story idea or to invite coverage of an event or initiative.

Headline: The title of a press release or the subject line of a media pitch, designed to capture the reader's attention and summarize the main point of the communication.

Lead: The opening paragraph of a press release or media pitch that provides the most important information and hooks the reader's interest.

Boilerplate: A standardized paragraph at the end of a press release that provides background information about the organization, its mission, and its contact details.

Embargo: A request to journalists not to publish the information in a press release until a specified date and time.

Key Elements of a Press Release

1. Headline: A clear, concise, and attention-grabbing title that summarizes the main point of the press release.
2. Lead: An opening paragraph that answers the "who, what, when, where, and why" of the story and entices the reader to continue reading.
3. Body: Several paragraphs that provide more details, quotes, and supporting information about the news item.
4. Boilerplate: A standard paragraph at the end of the press release that provides background information about the organization.
5. Contact Information: The name, phone number, and email address of the person journalists can contact for more information or to arrange interviews.

Tips for Writing Effective Media Pitches

1. Research the journalist or media outlet to ensure your pitch is relevant to their beat and audience.
2. Craft a compelling subject line that summarizes your story idea and captures the journalist's attention.
3. Keep your pitch concise, ideally no more than three paragraphs.
4. Highlight the unique angle or human interest aspect of your story to make it stand out.
5. Personalize your pitch and demonstrate your familiarity with the journalist's work.
6. Include a clear call-to-action, such as an invitation to an event or a request for an interview.
7. Follow up politely if you don't receive a response within a few days.

Common Questions and Answers

What is the difference between a press release and a media pitch?

A press release is a written communication that announces something newsworthy to the media, while a media pitch is a personalized message sent to a specific journalist or media outlet to propose a story idea or invite coverage.

How do I distribute my press release?

You can distribute your press release through various channels, such as email, wire services (e.g., PR Newswire, Business Wire), your organization's website, and social media platforms. It's essential to target relevant media outlets and journalists who cover your non-profit's area of focus.

What should I do if a journalist doesn't respond to my media pitch?

If you don't receive a response within a few days, it's appropriate to follow up with a polite email or phone call. However, be respectful of the journalist's time and workload. If you still don't receive a response after a follow-up, it's best to move on and pitch your story to other relevant media outlets.

Conclusion

Mastering the art of writing press releases and media pitches is crucial for non-profit organizations looking to raise awareness, attract supporters, and advance their mission. By understanding the key elements and best practices outlined in this study guide, you'll be well-equipped to craft compelling communications that capture the attention of journalists and help your non-profit achieve its goals.