Press release and media pitch

A press release is a one-page announcement written so a reporter can turn it into a story quickly. For a small charity, it's useful for real news: a new program, a big milestone, a public event, a major gift or partnership, or local data your work has turned up. It works best alongside a short, personal email to a reporter who covers your topic. This template gives you both, with notes on how to use them.

Our guide to telling your story helps you find your one clear message first. If you're dealing with bad news, use our crisis communications guide instead.

Is it news?

Before you write, ask: would someone who has never heard of us care? Local reporters are usually looking for something that is:

• new: it's happening now or soon
• local: it affects people in their area
• human: there's a person whose story shows what it means
• visual: there's something to photograph or film
• useful: readers can come, take part or get help

"We held our annual meeting" usually isn't news. "A new free tax-help clinic opens on Saturday for families earning under the local median" might be.

Finding the right reporter

• Read before you pitch. Look at who covers education, health, the arts or your neighborhood at your local paper, TV station, radio station and community news sites.
• Build a short list. Name, outlet, topic, email and phone, and the last story they wrote on your topic. Ten well-chosen names beat two hundred random ones.
• Don't forget smaller outlets. Neighborhood newsletters, community radio, ethnic and language media and local podcasts often reach the people you serve.
• Keep the list private and current. Delete people who ask to be removed.

Timing

• For events, pitch about a week or two ahead, then send a reminder the day before.
• For announcements, send early in the day and early in the week, avoiding major holidays and big local news days.
• Embargoes, meaning "not for publication before a set date and time", work only with reporters who have agreed to them. If you use one, put it clearly at the top.

Interviews

• Choose one spokesperson and one backup. Everyone else refers reporters to them.
• Prepare three key points and one short story. Practice saying each in a sentence or two.
• Be honest. If you don't know, say you'll find out, and follow up the same day.
• Never put someone you serve in front of a reporter without their informed, written consent. Use our photo and story consent form, and for children, get a parent or guardian's consent.

Rules for charities

A 501(c)(3) charity is, in the IRS's words, "absolutely prohibited" from participating in any political campaign for or against a candidate. That includes written statements, so never endorse or criticize a candidate in a press release, a quote or an interview, even in passing. You can talk about issues and your work. Our guide to political activity and lobbying explains the line.

Also:

• Check every fact and number. A correction costs more than a delay.
• Get approval from anyone quoted, and from partners or funders named.
• Don't promise tax deductions or results you can't stand behind.

After you send

• Follow up once, a day or two later, with a short email or call: "Did you see our note about Saturday's clinic? Happy to arrange a visit."
• Post the release on your website's news page, so reporters and supporters can find it.
• Thank the reporter if they cover you, and share the story with your supporters.
• Keep a simple log of who you contacted and who covered it, for next time.