When to use it
Use a press release for a new program, meaningful partnership, funding announcement or measurable milestone. Lead with the change and who it helps. Use a media advisory instead when you mainly want a crew to attend an event.
Find the news, not just the mission
A mission explains why you exist. News explains what changed. Instead of opening with a general appeal for support, name the new service, the people eligible for it and when it starts.
- What is new, and why does it matter now?
- Who benefits, and what can they do next?
- Which numbers and partner details have been confirmed?
Give the editor a complete story
Keep the headline factual. Put the most important news in the first paragraph, then add the details that support it.
- A headline and opening paragraph with the who, what, where, when and why
- Confirmed impact figures with their source and time period
- An approved quote that adds a human point of view
- A short organization description and a reachable media contact
- A clear next step, such as an application link or program start date
Protect the people behind the story
Ask permission before identifying participants, sharing images or using personal experiences. Do not turn a sensitive situation into a publicity angle without informed approval.
- Confirm quote wording and speaker titles
- Check consent and any restrictions on identifying participants
- Review grant conditions and partner approvals
- Leave unconfirmed claims out rather than guessing
Send it to the right person
Choose an outlet whose audience is affected by the news. Your email should explain the local or subject connection, offer a useful interview and link to the release. A release is supporting material, not a reason to send the same email everywhere.
- Local coverage: emphasize the community change
- Specialist coverage: explain the issue and relevant evidence
- TV and digital video: offer approved visuals and interview access
A stronger opening
Fictional example. Organization, place, numbers and dates are invented to illustrate structure, not customer results.
Riverbend Learning Collective will open a free weekend reading program for 40 students in Brookfield on Sept. 12. Families with children in grades two through four can apply beginning Aug. 1. The program pairs reading sessions with take home books and family activities.
Make yours with Pitch Ready
Tell Pitch Ready what changed and share the facts you have. Your initial kit includes a press release and media advisory. Review the draft, confirm approvals and choose what becomes public. Compare plans for additional communications and outreach tools.
Start with a free preview. Paid access is required to publish your kit and download the PDF. Media coverage and bookings are not guaranteed.