Get statistics and photos for your charity's story
Including a good photo with your charity's press release improves your chance of coverage. Media organisations may be willing to send out their own photographer, but it's best not to rely on this, so try to source at least one photo to go with the press release. The photo should be relevant to the press release. For example, if you are doing PR around a particular individual, you should include a photo of that person. Ideally, the photo should be of them taking part in whatever activity you talk about in the release, for example, a photo of them at your charity's fundraising event, or a photo of them volunteering at the charity.
Brush up on your photography skills before taking the photo. Following basic tips, such as having a plain background, makes a big difference to photo quality. The Digital Photography Tips website and the Kodak website have good information on taking photos.
However, don't send the photo out with the press release, as you may irritate journalists by clogging up their inbox. Instead make it clear in the Notes for editors section of the release who journalists should contact for photos.
Statistics and figures
Adding statistics to a press release can add weight to the story. If your charity is launching a new product or service, include a selling fact about it. For example, a fair-trade retailer may say, 'we pay women four times the local rate for the scarves they weave'. Or, 'it takes women four days to weave a scarf using a handloom'.
If you are doing PR to raise awareness of an issue, explain the issue's prevalence or impact using hard figures. For example, 'One in 50 people in the UK are thought to suffer from x disorder, which can reduce life expectancy by five years'.