You don't need a press release. Probably.

A lot of organizations I hear from want to know how to write a press release. But the truth is, you rarely need one. You have simpler, more effective options.

WHEN TO WRITE A PITCH

Most journalists don’t want a release. They want a short pitch.

If you have a story you think journalists would be interested in, the first step is to target which journalists. The next step is to send them a short pitch. Most journalists prefer to be pitched via email. An ideal pitch is 1-5 sentences long, with an optional 3-4 bullet points underneath, that answers this question: Why will this journalist’s audience care?

WHEN TO WRITE A PRESS RELEASE

A press release is a good choice when you have something significant and momentous to announce. For example, let’s say your organization has just landed a $1 million grant to launch a new program or build a new facility in a local community. That’s big.

Another reason to write a release is when you know the publication is small and short staffed, and they might print what you give them almost verbatim.

WHEN TO WRITE A STATEMENT

If there’s news already happening and you think your organization will be asked to comment, or you want to try to get your organization’s name out there in relation to the news, you simply need a press statement. A press statement is essentially a short or long quote, ideally from an actual person at your organization and not just from your organization in general, that offers your perspective on the matter.

For example, when a 2018 IPCC report on climate was released, journalists only needed a press release from the IPCC, and a statement from organizations withing to comment on it. A statement of 2-6 sentences is usually sufficient; optionally, you can add 3-5 bullets calling out particularly salient points.

WHEN TO WRITE A MEDIA ADVISORY

Journalists expect to see a media advisory if there is an upcoming event that you want them to attend. The advisory includes 2-5 sentences about what is happening and why the event is newsworthy (see What Is News?), and then answers the following questions in bullet format: who, when, and where.

Are you a mission-driven organization struggling to tell your story or reach your target audience? Natalie excels at mission-driven communications, public relations, marketing, and public affairs. Get in touch here.