Why Should My Organization Put out a Press Release?

Press Release FAQs

Why should my organization put out a press release?

A press release is a good mechanism to communicate to key stakeholders in your community about the exciting change your organization is about to make. It also allows you to explain why the merger is happening and how it will positively impact the patients in your community. You can also preempt any concerns that your community partners, funders, and supporters may have with such a change.

How do I create a press release and to whom should I send it?

The press release should be spread widely to local print, online, and radio media; relevant local blogs; your board of directors, key stakeholders, and volunteers; relevant email listserves; patients if appropriate; and a few copies may even be available in your waiting room.

Here are a few steps to help you build and distribute your press release:

1. Designate someone familiar with the merger to draft the press release.
2. Designate a spokesperson or spokespeople to be quoted in the release - most often an executive director, president, CEO, and/or chairman or president of the board.
3. Using the press release template for guidance, craft a few quotes that explain the merger and why it is an important, beneficial move for the organization.
4. Make sure the press release includes a catchy title and sub-title that get to the point, as well as contact information for the designated spokesperson and links to your organizations’ websites.
5. Send the draft through the appropriate review process with your staff and that of the merging organization.
6. Ensure the persons quoted in the story approve of and are aware of their quotes and would be comfortable fielding questions from the press and/or community. You may want to prepare a set of easy talking points answering predicted questions about why you chose to merge and what will happen next. But don’t be too exhaustive – spokespeople can always tell a reporter they’ll get back to them with the information.
7. If you do not already have a press list, spend some time searching the internet for the email addresses of health reporters at your local newspapers, blogs, and news radio or public radio stations.
8. Decide with the merging organization, your board, and any other key stakeholders on a day to announce the merger. You may want to send key stakeholders an “embargoed” copy of the press release or a heads up the night before.
9. On the day you plan to announce the merger, copy and paste the release right into the body of an email and add email addresses either through an email merge or in the “BCC” field, then send off.
10. Be ready to answer questions from press or key stakeholders.
11. Set up a Google Alert or designate a staffer to track press that emerges as a result of the release.