Creating Impactful Press Materials: What Purpose-Driven Brands Should Include

For purpose-driven brands, your story is your most powerful tool. It’s not just about selling a product—it’s about sharing your mission, values, and the positive impact you’re making on the world. When it comes to crafting press materials, it’s essential to convey this authenticity in a clear, compelling way. Every press release, media kit, and pitch should not only highlight what your brand offers but also connect with the purpose behind it.

To help you create impactful press materials, here’s a breakdown of what purpose-driven brands should always include:

1. A Clear and Compelling Brand Story

Your brand story is the heartbeat of your press materials. It’s the narrative that communicates why your company exists and what motivates your mission. Purpose-driven brands should focus on how their products or services solve a larger societal or environmental problem.

What to Include: Highlight the "why" behind your brand. Share the personal journey that led to its creation and how your mission is embedded into everything you do. This gives journalists and readers an emotional connection to your brand, making your press materials more memorable and impactful.

2. Your Mission and Values

Purpose-driven brands thrive on their values, and these should be front and center in all press materials. Clearly define your mission—what is your brand striving to achieve? And what values guide your business decisions? This helps establish a strong foundation for how your brand operates and what sets it apart.

What to Include: Include a mission statement that encapsulates your brand’s purpose and a short list of core values that shape your approach. Be specific about the causes your brand supports, whether it’s sustainability, social justice, or ethical labor practices. Make sure your mission aligns with the broader goals of your industry and the world.

3. Real, Tangible Impact Metrics

While your brand’s story and mission are important, journalists and readers want to see the real-world impact you’re making. Numbers and data that demonstrate your positive influence can make your press materials more credible and powerful. Whether it’s the amount of waste you’ve reduced, communities you’ve helped, or the percentage of profits donated to charity, share your measurable successes.

What to Include: Include a section in your press materials with key statistics or milestones your brand has achieved. For example, “In 2023, we donated 10% of our profits to reforestation projects, planting 100,000 trees in at-risk areas.” Tangible impact metrics show that your brand isn’t just talking the talk—you’re walking the walk.

4. A Human Touch with Founder or Team Bios

Personal stories help make your brand relatable, and including bios of your founder or key team members can add that human element to your press materials. For purpose-driven brands, the personal motivations of those leading the company are often tightly linked to the brand’s mission.

What to Include: Write short bios of your founder and other key players that connect their personal journeys to your brand’s purpose. Include details on what drives them, their background in the industry, and how their vision aligns with the brand’s goals. Authenticity is key here—focus on making these bios relatable and mission-focused.

5. Ethical and Sustainable Practices

Purpose-driven consumers and the media are increasingly concerned with how products are made, sourced, and distributed. Highlighting your brand’s ethical and sustainable practices is essential for positioning yourself as a socially responsible business.

What to Include: Clearly outline your ethical practices, whether it’s using sustainable materials, ensuring fair labor conditions, or reducing your carbon footprint. If you have certifications or awards for these efforts, such as Fair Trade or B Corp, make sure to mention them. This builds credibility and reinforces your commitment to doing good.

Do you need help with PR? Contact Publicity For Good(LI tag) or schedule a meeting here.

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Publicity For Good: Transforming Purpose-Driven Brands

Publicity For Good (PFG) is the leading communications firm dedicated to amplifying the voices of purpose-driven brands. Our expertise encompasses media relations, influencer seeding, awards management, crisis management, social media management and thought leadership. We specialize in serving consumer brands in the food and beverage, beauty, health, and wellness sectors, as well as non-profits and influencers/ entrepreneurs creating compelling narratives that resonate with audiences and drive meaningful impact.

Our Story

Founded with a mission to combat the big, unethical, heartless industry, PFG was born from a desire to support brands that are making a difference. We understand the challenges of standing out in a competitive media landscape and the doubts and fears that come with it. Our entrepreneurial spirit and deep commitment to social good drive us to deliver exceptional results for our clients.

Growing Your Brand and Category

At PFG, our primary focus is on growing your brand's share of voice and expanding its category. We help our clients dominate their market space by increasing visibility, credibility, and consumer trust. Our strategic approach ensures that your brand not only stands out but also leads in its industry.