Press Releases When building a comprehensive communications strategy for your company’s community relations efforts, consider the role of press releases. Properly timed and finely crafted press releases can be an effective way of building brand, sharing outcomes, raising the bar and enriching partnerships. Use caution however because ill timed and ill conceived outreach can have harmful side effects to otherwise valuable deeds. EF encourages the use of press releases and utilizing the talents of our marketing communications council and director of marketing communications to consult and advise our members on effective releases and strategies. To get you started, consider these insights: What. Milestones make great content for press releases. If your company is launching or concluding significant community event (annual food drive, company wide volunteer activity, recognition event for service, etc.) or program enrichment (new policies to encourage service, restructured grant cycles and criteria, signature CSR effort, etc.) – share it! If your company has recently been recognized for service, has been the recipient of an award or is on the latest “list” – share it! Even, and sometime most importantly, if your news worthy item is about reducing the company’s giving budget or concluding a community partnership – share it. Sharing all sides of your goals and outcomes is transparent and the best way to build and maintain credibility with your community stakeholders. When. Timeliness is critical when driving a communications strategy. Make sure that your releases are done when the news is news! Coordinate the timing of your releases with your PR staff (you’ll want to avoid sending a release about a major grant in the same week that you release earnings). How. Craft a release that tells the entire story. That is, include all of the relevant information about your program or outcome. Include testimonials – if your release is about a major grant include a quote from the executive director of the benefiting agency; if your release concerns company specific program changes or goals include a quote from the senior officer. In some cases, it make better sense to have the press release issued by the benefiting agency – another great way of serving the agency (help them with the release) and increasing exposure. Why. An efficient and steady flow of community related press releases will inform your stakeholders and reaffirm the company’s commitment to social investment. Press releases benefit the company. And, most importantly the non-profit beneficiaries of the company’s good deed receive much needed press.
A few words of caution: Collaborate. Partner closely with your company’s PR staff to ensure that the messaging concerning community is consistent with the overall corporate PR plan. Balance. Create a cadence to your releases that makes sense; one that balances the value of communication with the appearance of too much self promotion.
Entrepreneurs Foundation
www.efbayarea.org
There are many fine examples of effective and balanced community minded press releases from companies large and small. A few samples follow. Cadence Stars & Strikes Fundraiser Benefits Children with Autism
http://www.cadence.com/cadence/newsroom/press_releases/pages/pr.aspx?xml=022108_fundraiser
Intel's Corporate Responsibility Report
http://www.intel.com/pressroom/archive/releases/20080523corp.htm?iid=SEARCH
LiveOps Announces Inception of Philanthropic Foundation
http://www.liveops.com/company/pressroom/pr-042308.html
DemandTec Announces Creation of DemandTec Foundation
http://www.demandtec.com/company/news/press/2008/news_rel_041008_dmanfound.php
Second Harvest Celebrates Record-Breaking Year at Annual Awards Event
http://www.2ndharvest.net/contact/contact_pdfs/PR_031808.pdf
Entrepreneurs Foundation
www.efbayarea.org