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How to Write a Great Press Release

"The concept of writing a press release (often known just as PRs) may sounds daunting, but it doesn’t need to be. The reality is that a good press release will make all of the difference as to whether your story or news gets published or not."

How to Write a Great Press Release

How to Write a Great Press Release

The concept of writing a press release (often known just as PRs) may sounds daunting, but it doesn’t need to be. The reality is that a good press release will make all of the difference as to whether your story or news gets published or not, but the good news is that all good press releases follow a very standard structure. With that in mind if you want to write a strong, effective and informative press release, here’s a simple template to follow. Think of it like telling a story, with a beginning, middle, and an end.

  1. Start with a Strong Headline

Your headline should grab attention and explain the story in a nutshell. The website or paper wil usually change this but you still need this to get their attention. For example:

“Local Animal Rescue Charity Flying High After Grant for Two New Aviaries!”

  1. Lead with the Key Info

This is critical, you need to get the attention of the reader and the journalist! So, the first paragraph should answer the most important questions in a succinct and easy to read way, in just a few sentences

  1. Who is doing what
  2. Where
  3. Why?

Keep it short and clear. This is your ‘hook’.

  1. Add Details and Quotes

The middle section is where you can expand on the story somewhat and give more details, plus don’t forget to put in your key messages. You must always include a quote from someone involved, such as your founder, a volunteer, or a beneficiary. Real voices add credibility and emotion and they are also a great way to seed in key messages, for example: “that’s why getting your dog neutered is so important”, adds John Jones, Trustee.

Also, they don’t have to be one sentence or particularly short. As an example:

Angels 4 Dogs founder Yasmine Moss said: “Every day, wherever you look, you’ll see lovely dogs with their loving owners – but the vast majority are breed dogs, purchased from breeders.

“But at Angels 4 Dogs we have so many adorable dogs looking for a second chance at a loving home. It’s a common myth that dog rescue organisations won’t home dogs to homes with other dogs, cats, children or places with no gardens, but at Angels 4 Dogs we have a variety of dogs available – all with distinct needs to live their best lives.

“All of our dogs are assessed and whilst some will have more complex needs, we have many dogs with more flexible adoption requirements. So if you’re looking for a dog in your life, please remember to adopt, not shop.

“We are so grateful to The Belforte Foundation for the grant which will really help us with vet and kennelling fees, but we know that the best way to keep these costs down in the long term is to find amazing homes for our amazing dogs, so please do get in touch if you’re thinking about getting a dog.”

You should avoid quotes which don’t add or enhance to the story, such as:

“we were very sad to see this animal come in”

“the grant was for £2000 and paid in June”

The quote should always make the person quoting sound knowledgeable, down to earth, likeable and grateful – look to the future not the past, so talk about, for example, how happy you are to see a bird on his road to recovery, rather than only mentioning how sad you are to see a bird injured, etc.

  1. Finish with Context

Include a short paragraph for the public about your charity and include things like what you do, which animals you help, how long you’ve been running, where you are based or serve. This gives journalists useful background and helps them frame your work and it helps the public understand that you are more than just this one story.

  1. Include Contact Information (known as the Boiler Plate)

Always write -END- at the end of the press release. Above this only words and information that you want to be published or seen should appear. Below this you need to add in things that will not get printed but are essential for the journalist. Under -END- add your ‘boiler plate’ – which is a few bullets. These should include a line or two about you (including where based and where you operate) and your charity number if you have one. The second bullet should offer contact details for more information and more images – these must include all of the following: Full name, mobile number, email and position within the charity. The third bullet should include a source of more information, for example: You can find more about the work of The Belforte Foundation and the grants we have given at www.belfortefoundation.org.uk. Ultimately this section makes it easy for the journalist – and that is exactly what we want!

Practice Makes Perfect!

Like most things, practice makes perfect, and the more press releases you write, the quicker and easier it will be to find your flow and make stronger, more publishable PRs. By using these tips and taking the time to craft a strong press release, your charity can gain valuable exposure without spending a penny. It’s not just about getting into the media, it’s about celebrating the incredible work you’re doing and inviting your community to know about it and be part of it, and hopefully to be engaged to take action, donate or volunteer.

The Belforte Foundation is proud to support small animal charities making a real difference. Good luck with your press releases, and if you have any questions or need some help, just get in touch.