Communications and Press Relations
Purpose of this Guide
Today effective communication is more important than ever. You can incorporate a wide range of tools and channels to
reach, inform and engage with your stakeholders. This guide provides a brief overview of some of those tools and also
provides guidance on creating a press release about your work with Microsoft.
Some tips for good communications
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Think about your story. People like stories and they are often the best way to bring your news to life. Think
about the people and communities you are helping. What’s different? What’s new? Do you have interesting
case studies or anecdotes?
Get to know your local media. Read local papers and magazines, watch and listen to your local broadcast
media. The more you know your local media the easier it will be to identify journalists and programs that will be
interested in your organization and its news.
Develop a "virtual" media kit. Create some basic documents that explain the history, mission, goals and services
of your organization. Include profiles and photos of your key staff and management as well as recent news and
links to any relevant online resources.
Integrate your communications. Today you have a wide variety of ways of connecting and communicating with
your audiences. Think about how you can use these to build awareness of your organization. Some ideas may
include:
o Start a blog to share stories from your organization and showcase local issues and opinions.
o Use Twitter to keep people informed and to connect with likeminded people and organizations.
o Connect with people on Facebook and examine the many ways it enables you to reach people and
communities.
o Use a handheld video camera to capture your programs and stories and use them in your online
storytelling.
o Integrate all these elements when you launch fundraising efforts or have news to share.
Be an expert. Through your work you are developing incredible expertise and insights into the issues facing your
community. Share them via your blog or Twitter and reach out to journalists and writers in your community.
Tell your stories through others. Identify other organizations that can help you tell your story through their
website or blog.
Work with Microsoft online
If you have an interesting story or case study of your work with Microsoft we can help promote it online.
 Submit your story for the Microsoft Citizenship blog and Microsoft Local Impact Map.
 Follow us on Twitter (@msftcitizenship).
 Connect with us on Facebook.
 View Social Media for Social Good for more tips on using social media to tell your story.
Press Release Guidelines
When announcing your work with Microsoft, please refer to the following guidelines as you prepare your press release.
Review and Approval Process
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If you are requesting a quote from a Microsoft representative, the entire release as well as the quote needs to
be reviewed by Microsoft.
Please e-mail your press release, with proposed quote included, to your Microsoft contact and the Microsoft
Citizenship PR team and ensure that appropriate review and sign-off is secured.
Template — Sample Release
This is a sample press release. The key is to focus on how you can tell your story and illustrate the impact of your work.
For Immediate Release TIME
DATE
Title: Focus on making the title short, interesting and relevant.
<YOUR ORGANIZATION> Uses Technology to <SOLVE PROBLEM>
Paragraph One: Write a short first paragraph that summarizes the grant and explains what problems the grant will solve
in your local community and who will benefit and how.
CITY - DATE, 20-- – <YOUR ORGANIZATION> today announced that it will be using MICROSOFT TECHNOLOGY to <INSERT
DESCRIPTION OF SERVICES.>
Paragraph Two: Provide more information on your programs and its impact. Possibly outline how the grant will help you
to expand your programs.
Paragraph Three: Include a testimonial from someone who has benefitted from your services. You might include a
quote.
Paragraph Four: Outline how people can get involved with your organization.
Paragraph Five: Consider including a quote from your Executive Director and potentially a quote from your local
Microsoft Citizenship representative.
Paragraph Six: Provide a brief description of your organization’s work and contact details. Include a web address where
people can find out more information and connect with your organization.
For more information:
Your Name, Organization Name, (###) ###-####, e-mail address (This is for media contacts)