Press releases were one of the first tried and true methods for organisations to get the word out about their brand, and they remain especially useful to start ups, or as part of a strategy to encourage growth. They are also a useful tool to raise awareness and inform the public about special events and other news.

Despite being around for many decades, press releases can still play an integral role in your efforts to make others aware of the good work that your NFP is doing in your community.

When posted online, press releases also help you to build your NFP’s authority and reputation. The inbound links within the press release also help boost your search engine rank. All of the benefits of a press release work together to help you to expand your NFP’s reach.

The following three tips will help you to craft a great press release for your nonprofit.

Get Off to a Great Start – Focus on the Headline, Lead and Keywords

When writing your press release, get off to a great start by focussing on the headline and your lead sentence. Your headline should be interesting and grab the attention of readers. The next most important part of your press release is the lead sentence, which should let the reader know about the main focus, or point, of your NFP’s release.

Use the “inverted” pyramid format for the rest of your press release. This means that you begin with the most important details, and end with the least.

After your lead, you will want to follow up with the source of your information, and information about your nonprofit, in order to build credibility. The main body of your press release comes next, followed up by additional details such as quotes, images, and anything else that supports your lead and that will raise awareness about your cause. As you close, you will want to include a brief statement or two about your NFP, as well as contact information.

Don’t forget to use a few well-placed keywords throughout your press release to make it more searchable. This will help journalists, newswire search engines, as well as your target audience to be able to discover it more easily when they are searching for related topics.

Use Storytelling, Quotes and Images to Increase Your Connection with Readers

You shouldn’t view your press release as just a collection or statement of dry facts. Use the body of your press release to tell an engaging story that will help readers to understand more about your cause and connect with your mission and goals.

Quotes from volunteers, board members, donors, beneficiaries of your cause, and other stakeholders can help you to tell a more compelling story.

You can also embed pictures and videos within your press release as well as include links to photos, videos and other content that will help you to tell your NFP’s story and increase interest in your cause.  According to a Hubspot researcher, Dan Zarella, including photos in your press release will increase engagement by 18% and videos by 55%, so it is a good idea to include one, or both, in your press release. Infographics and other visual aids can also increase your connection with those that read your press release.

Pay Attention to Format, Spelling and Grammar, and Length

Make certain that you use the right format for your press release, and carefully edit it for proper grammar, punctuation, and spelling. You can learn more about the format, and gain inspiration for crafting your press release by reviewing the releases created by other companies and organisations.

As you research press releases, you will notice that most follow AP Style, and begin with a headline, followed by release date, location and then the lead sentence. While each distribution platform and newswire service has their own format and requirements for accepting press releases, most will follow this general outline.

Finally, it’s a good idea to keep the length of your press release to one page. The goal of your press release is not to tell the entire history of your organisation, but to tell an engaging story that grabs the attention of your target audience and compels them to connect directly with your organisation to learn more.