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What are the most effective ways to use press releases for your policy agenda?

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If you are a philanthropist or a nonprofit leader, you may have a policy agenda that you want to advance through your work. One of the tools you can use to communicate your message, raise awareness, and influence decision-makers is a press release. A press release is a written statement that announces news, events, achievements, or opinions related to your organization or cause. It is usually sent to journalists, media outlets, or other stakeholders who might be interested in covering or sharing your story. But how can you make sure that your press release is effective and reaches your target audience? Here are some tips to help you craft and distribute your press releases for your policy agenda.

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Sandra Coffey

Public Relations Manager at Agent42. Content Marketing Writer. Former journalist and editor. Author of a book on…
Sue Charlton APR

Owner at SJC Creative Member:National Press Club of SA, Public Relations Institute of Southern Africa, SAIIA, SAFREA

1 Know your purpose

Before you write your press release, you need to have a clear idea of what you want to achieve with it. Do you want to inform, persuade, educate, or inspire your readers? Do you want to generate media coverage, spark a debate, mobilize supporters, or influence policymakers? Your purpose will guide your tone, content, and format of your press release. It will also help you define your key messages, your call to action, and your success indicators.

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Sandra Coffey

Public Relations Manager at Agent42. Content Marketing Writer. Former journalist and editor. Author of a book on writing media-friendly press releases and pitches to get media coverage and build authority. Ireland & ESP
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Something I have always found helpful is to ask - how does this help the reader? Does this have something that helps the reader solve their problem or a part of their problem? Placing the reader at the front of your mind turns your focus towards your audience and what they need to hear from you.

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2 Know your audience

Another important factor to consider is who you are writing for and how you can reach them. You need to identify your primary and secondary audiences, their interests, needs, and preferences, and the best channels to communicate with them. For example, if you want to reach journalists, you need to follow the journalistic style and standards, use catchy headlines and quotes, and provide relevant facts and sources. If you want to reach policymakers, you need to use clear and concise language, highlight the policy implications and recommendations, and provide credible evidence and data.

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Sandra Coffey

Public Relations Manager at Agent42. Content Marketing Writer. Former journalist and editor. Author of a book on writing media-friendly press releases and pitches to get media coverage and build authority. Ireland & ESP
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Building relationships with journalists is the first thing that needs to have happened or is happening before any release is sent out. Sending a release to a journalist you've connected with means it is more likely to get opened and receive a positive response.

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3 Know your timing

Timing is crucial for the effectiveness of your press release. You need to choose the right moment to send your press release, depending on the news cycle, the policy agenda, and the public mood. You also need to consider the deadlines and schedules of your target media outlets and journalists, and avoid sending your press release on weekends, holidays, or busy news days. Ideally, you want to send your press release when it is most relevant, timely, and newsworthy, and when it has the best chance of getting attention and coverage.

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Sandra Coffey

Public Relations Manager at Agent42. Content Marketing Writer. Former journalist and editor. Author of a book on writing media-friendly press releases and pitches to get media coverage and build authority. Ireland & ESP
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Having a content calendar can help to slot in your news/press releases at a good time of year. Knowing though when to react to something that is in the news means that your calendar should have some flexibility. Being newsworthy often involves reacting to what is happening in the news. Just so you know, being timely can help get your message out there at the right time.

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4 Know your distribution

Once you have written your press release, you need to distribute it to your target audience. You can use different methods and platforms, such as email, social media, online platforms, or wire services. You need to tailor your distribution strategy according to your audience and your goals. For example, if you want to reach a specific journalist or media outlet, you need to personalize your email, follow up with a phone call, and offer an exclusive or an interview. If you want to reach a wider audience, you need to use hashtags, keywords, and links, and leverage your network and partners.

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5 Know your feedback

Finally, you need to measure and evaluate the impact of your press release. You need to track and analyze the results of your distribution, such as the number of views, shares, comments, mentions, or inquiries. You also need to monitor and assess the quality and quantity of the media coverage, such as the tone, angle, and accuracy of the stories. You also need to collect and review the feedback from your audience, such as the opinions, questions, or suggestions. This will help you learn from your experience, improve your future press releases, and adjust your policy agenda accordingly.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sue Charlton APR

Owner at SJC Creative Member:National Press Club of SA, Public Relations Institute of Southern Africa, SAIIA, SAFREA
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For a policy agenda use your press release as an offer to be interviewed by a journalist who specialises in your sector to get a more lengthy opinion piece written up. Your public relations department would need to know who the journalist/publication should be and how to approach it to achieve the positive outcome.

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What are the most effective ways to use press releases for your policy agenda?

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1 Know your purpose

2 Know your audience

3 Know your timing

4 Know your distribution

5 Know your feedback

6 Here’s what else to consider

Philanthropy

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What are the most effective ways to use press releases for your policy agenda?

1

2

3

4

5

6

1 Know your purpose

2 Know your audience

3 Know your timing

4 Know your distribution

5 Know your feedback

6 Here’s what else to consider

Philanthropy

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