5 Critical Elements of a Press Release [2024]

Sending out a press release can be a great way to get some attention for your crowdfunding campaign. Sent to editors of relevant magazines, newspapers, and websites, a press release provides the details of your newsworthy topic (in this case, your social good crowdfunding campaign) and gives that editor everything he or she needs to either share the release or write an article.

We’ve talked here before about the principles of writing a press release but, if you’re ready to send out your first one, here’s a list of components to include for maximum effectiveness. And if you’re stumped, there are plenty of examples out there to follow as templates.

Headline and sub-head
A good headline is a universal requirement of just about anything you’ll ever write. Here are some things to keep in mind as your write yours:

• Make it brief and to-the-point.
• Plug in keywords related to your nonprofit and the topic your release covers both for search-ability on your website and to provide a good overview of what your release is about.
• Spend some time on your headline; this is the part of the release that will move editors on to the rest.

Below your headline, the sub-head should provide a one-phrase summary of the release, with detail beyond what the headline offers, so that editors can quickly grasp the content.

Date line
The date line, in some ways, is the mark of a professional press release. Note that it includes the date but also the city and state where the press release has been issued. Slide the date line in between the sub-head and first paragraph.

Now launch into the main content of your release. As you write, be sure to answer the typical news-oriented questions (who, what, where, when, and why) about the information you are releasing. You’re not writing a pitch or an ad, so avoid the persuasive and stay brief, informational, and narrative.

Boilerplate
Once you’ve laid out all of the information, tag on a paragraph at the end with information about your nonprofit along with a complete set of contact information. The paragraph can come straight from your About page or typical company boilerplate.

Relevance
Once your release is complete, do a little research before you send it out. Find the editors who will be most interested in and receptive to your message. If you target niche publications or editors within larger publications that cover stories like yours, you’ll have far more success getting attention for your campaign.