PR for Charities
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Transcript of PR for Charities
![Page 1: PR for Charities](https://reader035.fdocuments.net/reader035/viewer/2022070402/568138a4550346895da06290/html5/thumbnails/1.jpg)
PR for CharitiesHow to make the most impact with
your press releases for your branding and your recruitment
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Aims
What PR can do for you:
• Help you gain media coverage without the expense of advertising.
• Improve public awareness, knowledge.• Attract volunteers and staff to your charity
through press articles.
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Composing your press release
Make life easy for the journalists• Journalists get bombarded with e-mails and
information. • Happy if they can copy and paste a press
release ready for publication. • Local press usually friendly and helpful. • Write an effective press release which is
relevant, targeted and newsworthy!
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What is a Press Release?
A press release is a short, factual word document that announces newsworthy information.
No sales talk or fluffy descriptions.
Put general information, history, contact details in the Editor’s Notes at the end of Press Release.
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Your target audience?
• Local newspapers and magazines• Online media • The national press.
The content of the Press Release must be tailored to each of these audiences.
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K.I.S.S
• Keep it simple – short words rather than long• Keep it short – 1 side of A4• Use powerful language
“Cheerful conversation than a literary piece.”
KISS = Keep It Simple, Stupid!
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The 5 Ws of PR
Who What When WhereWhy
The two key elements are: • WHO – the person or people involved. Put people first
(not the name of your organization) • WHY – what was achieved or will be achieved.
• WHEN = the date of the event• WHAT = name of the event• WHERE = the place or venue
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How to get your Press Release read
• Who is reading this press release – who are you targeting?
• Read and get familiar with local newspapers and magazines?
• Heading: Start with a catchy but relevant heading that will entice them to read more . Put the heading on the press release and in the email Subject line.
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What makes a good start
• The headline summarizes the story • The first paragraph must include all the main
facts. This is often the only thing journalists have time to read.
• Keep sentences short – max 20 words. • Only 2 or 3 sentences per paragraph.
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How to finish
• Summarize your story
• Add “Notes to the Editor” with 1) your contact details; 2) background information about your charity, such as history, issues, successes
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Images
• Send photos - 2 or 3 relevant images in low res so that you don’t block up a journalist’s email.
• Topics – Images of people, children and animals.• Say in your covering email whether you have high
res versions available. • Provide captions if there are only a few people in
the photo or identify key people who are mentioned in the story.
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Cover email or letter
• Personalise your cover letter or email to each media contact. Details are online.
• Send your press release by copying and pasting your text into the body of the email. Many publications don’t open attachments.
• Include an offer to do interviews, and suggest competitions with prizes.
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Follow up
• Follow up - after a few days and then again a week later.
• Call the journalist – don’t be afraid to chase. • Be persistent – it’s amazing what a bit of
persistence can do!• Build relationships – Contact journalists, ask
for a short meeting. Get to know them and what they want.
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Summary
• Check, check and check again – Share your press release with colleagues to get feedback. Check that all the details are correct. E.G. email and phone number.
• Be persistent – Try, try and try again. • Build relationships – Connect with the journalists on
Twitter and LinkedIn.• Remember 3 Ws – Who and Why (People and
achievements) are your prime considerations.• Follow up – Call the publication after sending your
press release.