Getting media coverage is a great way to build awareness and get more people pledging to your campaign but it’s not always the easiest to do. Follow these seven steps to write a press release, contact journalists and let the world know you’re a community crowdfunding hero.
- Pitch it real good
Running a crowdfunding campaign isn’t in itself newsworthy (we obviously think it’s pretty great though!), so it’s important to wow the media with your story instead. Is your project the first of its kind? Will it break records by being the biggest, oldest, longest, most superlative of projects? Find the angle that makes your project special and selling your story will get much, much easier.
For more guidance, check out our article on how to write a powerful press release here.
- Start local
Your story is immediately more relevant to people in the area (and importantly they’re the ones most likely to pledge to your campaign!) so start by contacting your local newspapers and radio stations first.
- Research relevant journalists and publications
Is your project helping the environment? Or creating jobs? Or making something beautiful, weird or giant that people will want to know about? Consider which publications would be most interested in covering your story and contact them first.
- Reach out to influencers, not just media.
Zoella is a YouTube celebrity with more than double the online following of the Financial Times. She might not be the best person to promote your project but it’s a good idea to think outside of mainstream media and make a list of local bloggers, tweeters and community influencers (whether the head of the local Mumsnet group or the landlord of the most popular pub in town) who could help promote your project to an even larger audience.
- The sooner the better
Contact journalists early on in your campaign so that there are more opportunities for them to cover your story and so that any subsequent press coverage can help you to raise awareness and funds for your campaign.
- Include high-resolution photos
A picture speaks a thousand words and can often sell your story better than your most powerful paragraphs. Oh and journalists always appreciate it when they don’t have to go finding appropriate images themselves. Fact.
- Reach out again every time you hit a campaign milestone
So they didn’t bite when you sent them the press release about your campaign launch? No worries. Get in touch again whenever you hit significant milestones – a crowdfunding campaign may not capture a journalist’s imagination but 100 or more local backers, celebrity supporters or significant donations may well do. Because if at first you don’t succeed, then do what the All Blacks rugby team would do… Try and try again.
And if you do manage to get your crowdfunding campaign in the press? Post the press piece on your project page!