This resource is part of our Communications Toolkit for Civic & Nonprofit Tech.
Structured public communications, like press releases, media advisories, and research reports, are important tools for you to communicate your advocacy and impact. This post leads you through the building blocks of a press release. (If you like, you can also fill out our press release template (Google Docs).)
Understanding different communication tools
Before we dive into creating a press release, let’s clarify the key communication tools at your disposal.
Press release
- Definition: A press release is a formal written statement aimed at journalists and media outlets. It provides detailed information about a specific event, development, report, or issue.
- Purpose: To announce news, generate media coverage, and provide journalists with comprehensive information for reporting in your area. Many journalists may not be experts, and you can help them get the information they need and frame the issues in a way that Effective use of press releases can lead to media coverage and build momentum towards change.
Media advisory
- Definition: A media advisory is a brief alert to journalists, inviting them to an upcoming event, press conference, or interview opportunity.
- Purpose: To grab journalists’ attention, encourage attendance, and ensure people are aware of your event.
Research report
- Definition: Civil society organizations at the intersection of technology and human rights often conduct research.
- Purpose: Research reports use the insights you collect to inform policy decisions and advocacy efforts. Research reports often present data, analysis, and recommendations in order to educate the public and raise awareness. Reports are also a “show, don’t tell” way to illustrate your expertise and impact, which can support fundraising and further your mission. (Check out this toolkit’s template for a research report (Google Docs)).
Crafting a press release
We’ll be talking here about press releases. Follow these steps to create a press release, using prompts and examples that you can modify for your needs. (We also have a press release template (Google Docs) you can fill out.)
Start with a compelling headline
- Do this: Write a headline that summarizes the main message of your press release.
- Example: “New Report Reveals Alarming Data Privacy Violations in Tech Industry”
Write an engaging lead paragraph
- Do this: Craft a concise lead paragraph (1-2 sentences) that captures the most important information.
- Example: “A groundbreaking report by [Your Organization] exposes widespread data privacy violations within the tech industry, raising urgent concerns about the protection of user data.”
Provide key details
- Do this: Share the who, what, when, where, why, and how of your news.
- Example:
- Who: [Your Organization]
- What: Release of the Data Privacy Violations Report
- When: [Date], [Time]
- Where: [Event Venue or Online Platform]
- Why: To inform the public about data privacy issues and call for industry reform
- How: Through a press conference and online publication
Include quotes
- Do this: Add quotes from key stakeholders or experts.
- Example:
- [Leader in Your Organization]: ‘This report underscores the urgency of protecting user data in the digital age.’
- [Data Privacy Expert]: ‘These findings reveal a systemic problem that demands immediate attention.’
Provide background information
- Do this: Offer context or background information about the issue or event.
- Example: Explain the current state of data privacy in the tech industry and your organization’s role in advocating for change.
Add multimedia content
- Do this: Consider including images, infographics, or videos to enhance your press release. Make sure to properly credit any media you did not create.
- Example: Attach a graph showing data privacy violations by tech companies.
End with a boilerplate and contact information
- Do this: Include a brief description of your organization and contact information for media inquiries.
- Example:
- About [Your Organization]: [Brief description of your organization’s mission and work], and link to website
- For media inquiries, contact [Name], [Email], [Phone Number].
Proofread and edit
- Do this: Review your press release for grammar, spelling, and accuracy.
- Example: Ensure all names, dates, and facts are correct, and that the writing is clear and concise.
Send it!
- Do this: Post the press release on your website. Post a link to your social media. If you have a newsletter, include it in your newsletter. And send it individually to anybody you feel would benefit from it – especially journalists or media professionals you have been in contact with in the past.
This toolkit was developed with the support of the Open Technology Fund Learning Lab. Got feedback? Want to work together? Please write to us at [email protected].