PR + News Management

Developing a nonprofit press kit

A press kit should provide the media with the necessary background information about the organization in a simple, concise and user-friendly way. Done well, a press kit will educate journalists and provide the basics about the organization, its leadership, services, and issues it supports.

Press kits can be used in a variety of ways, including supplying media-ready contact and background information about the organization, highlighting stats and facts about social issues, services and programs available at the organization, and offering the organization’s leadership as experts in the field. While there is no set standard of what to include in a press kit, the kit should be tailored to the audience and venue for distribution.

The press kit should be available on the organization’s website on the media/ news page with links to the organizations most recent news and press releases with the most recent news at the top. A downloadable PDF allows journalists to keep your press kit for easy reference.

Into Page: The first page should include your media-ready and accessible press contact along with contact information. This should also include organizational information including address, phone and email contact.

Background. This section of the press kit is typically two to three pages in length and contains the background of the organization, its history, services/programs and future direction. This should be written in third person and be media ready. Remember to update this section often with recent accomplishments.

Biographical information. To position organizational leadership as experts in the field, include bios of the executive director, top level management and subject-area experts at the organization. Bios should be on letterhead and contain and the individual’s name, title, history with the organization and basic information. Bios could also contain relevant quotes and a photo.

Fact Sheets. Fact sheets can provide more comprehensive, detailed information about the organization, including information about its mission, programs and services. Fact sheets also are useful for highlighting particular social issues and advocacy work relevant to the organization.

Additional Info: Consider also including a downloadable recent newsletter or brochure if available.

_________

Written by Stacy Jones. (LinkedIn)

Stacy Jones is senior project director with SHOESTRING (the nonprofit’s agency). Stacy can be reached at nonprofits@shoestringagency.org or 1-888-835-6236.