01
Dec
2011
With over half a decade of experience dealing with press releases related to CSR, I’ve come to know what type of CSR press releases achieve success online and what sort fail. In today’s blog post I am offering a list of do’s and don’ts that will help you craft a clear, concise, and compelling CSR press release.
While certain strategies I offer are unique to press materials concerning CSR, basic rules of writing still apply. Your press release should be thoroughly proofread for spelling and grammar, your writing should be concise, utilize an active voice, and avoid pronouns such as “we,” “you,” or “I” anywhere other than within a quotation.
The Do’s
Make it a Milestone: Whether your press release is announcing that a new CSR goal has just been set or met, make sure your release is calling attention to a true achievement or change of course for your company.
Include Some Stats: Nothing backs up the fact that your press release is announcing a true CSR milestone better than, well, facts! Make it a point to include a percentage point, the year in which a specific goal will be attained, or an exact dollar amount your organization intends to invest in a cause. Ideally, a number should be included in either the release’s title or subtitle, but it absolutely must be mentioned by the end of the opening paragraph.
Have a Great Angle: Just because your release needs some numbers to back it up doesn’t mean you have permission to put your readership to sleep. A successful CSR press release is never just a dry statement of the facts. Find an interesting and unique way to present your company’s goals and achievements so that your release doesn’t read like it’s just some mandatory announcement. A good rule to remember: if it was boring for you to write it, it’s going to be boring for people to read it.
Add Character(s): You should provide quotes from both people within your company that were key in establishing your new CSR initiative as well as those who will be in charge of carrying it out. Your readership will believe in your new CSR commitment more readily if they know there are actual individuals overseeing it. Otherwise, your new CSR policy may come off like mere lip service.
The Don’ts
Avoid Hype and Exaggeration: Press releases in general should never read as sensational, but this is particularly true when a press release is detailing corporate social responsibility. If you are claiming that your CSR report is the most comprehensive in your industry, you had better be able to back that up.
Never Give Everything Away: Trying to cram every last detail regarding your CSR efforts into one single press release is always a mistake. Instead, provide links back to specific landing pages that will describe your CSR in greater detail.
Pass on Clichés: Your audience can’t stand clichés, and when it comes to CSR taglines, sometimes it seems like there’s a limitless supply. Make sure that your title and subtitles are free of statements like “Saving the earth, one [your product here] at a time.”
Don’t Forget Your Friends: While it is fine to pat yourself on the back in your press release, it’s best if you can include praise from an outside source as well. Be sure to seek out a quote from a client, non-profit partner, community member, or beneficiary.
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