How to write a press release (that gets published)

You’ve been building up your crowdfunding campaign’s profile through word of mouth, email marketing, posters and leaflets, social media and events – so far, so good – and now you want to get the press involved. The best way to do this is by writing a killer press release, which doesn’t have to be as difficult as you think.

Follow our guide below to putting together your pitch, check out our template for inspiration and once it’s ready to go, check out our seven step plan to approaching the press here.

Headline
This is not the time to play hard to get – your headline needs to shout out loud and clear what your story is. Leave clever headlines to the editors and use your headline to explicitly state the key information.

The Hook
The first thing to figure out is why would people be interested in your story? Running a crowdfunding campaign in and of itself isn’t enough to get a story published – your story has to offer excitement (a quirky project like a giant water slide or a celebrity endorsement), stats (is this the biggest, fastest, most backers), human interest (what inspired you, what obstacles have you overcome..) or impact (what difference is your project going to make to the area – new job opportunities, increase house prices, include different aspects of the community). With local press, often it’s the community element that is most important. Once you find your angle you can start putting together your pitch.

What to include
Your first paragraph needs to tell the journalist everything they need to know including;

  • Who – the people involved
  • What – the objective of the project
  • When – the timeline for your campaign and the project as a whole
  • Where – the geographic location of the project and the greater area of people who will be positively impacted by it
  • Why – what’s the reason for doing this, why is it important
  • How – your approach to making this happen

Add in
For added impact add in the following;

  • Quotes – from high profile people in the area (businesses, celebrities, MPs etc.) and from the team behind the project
  • A high-resolution image – make the journalist’s job as easy as possible by including photos that capture your story whether it’s of the team, the project area or of a community event which highlights people’s interest.
  • Contact info – include the contact details for the person who can answer any queries, be interviewed if necessary and who will be able to sign off any quotes or the piece itself.
  • Editors notes – this is where you can add links to any additional information that is relevant to you story whether its reports and stats or more information about the project itself

Get it out there
Download our template here to get started. Once you’ve got your press release ready then check out our guide to contacting the media here and discover some of our project press stories here.

Crowdfunding can be challenging but we’re here to support you every step of they way. Download our complete guide to crowdfunding here to start planning your campaign and then sign up for one of our free workshops and webinars for expert advice and support.

By |2019-01-02T15:59:54+00:00August 30th, 2016|Crowdfunding Tips|

About the Author:

From teaching in the Tanzanian mountains to the digital universe of Spacehive, Aaron has stopped off in a few places along the way. After receiving an MA in Publishing from Oxford Brookes University, she worked for big internationals including Oxford University Press and the International Labour Organization, small but interesting types including Pambazuka Press and Internet Retailing Magazine before heading up the award-winning eSeller.net. Looking for her next big adventure she joined Spacehive as their Content Marketing Manager. Here she works the words whether describing the awesome potential of a civic crowdfunded future or outlining the many dazzling features of our grant-making software. She gets to meet the project creators and share their stories as well as working with our partners to ensure they have the material they need to make impact. Outside of work she mentors with The Girls’ Network, solves mysteries and once made jam from the blackberries in her garden of which she is inordinately proud.