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About the Author

John Kane I am a full time binary options trader. I was able to leave my job in the last 5 years and dedicate myself to trading fully. I never thought my hobby and passion would make a living for me but I am grateful every day that it has. My main goal now is to communicate with the binary trading community, contribute to different websites and learn from other traders.

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How to Write a Press Release for a Nonprofit

While they are typically considered the domain of companies and individuals, press releases can be extremely helpful for nonprofit organizations.

By spreading the word about community services, charity events, and more, a press release can serve to boost attention and increase attendance for a charitable event.

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If you’ve ever wondered how to write a press release for a nonprofit, here’s your complete guide!

How to Write a Press Release for a Nonprofit: 5 Key Components of a Successful PR

Knowing how to write a press release for a nonprofit, and being successful at it in getting the word out and publicizing your organization or event successfully, stems around five key components.

Since a press release is a very professional document, there’s not much wiggle room in the formatting standards. Journalists and other organizations expect to see a particular layout, and it’s in your best interest to abide by this. With that in mind, here’s a brief breakdown of how your nonprofit press release should be formatted:

1. The headline

The headline is the first and most visible portion of your press release. It should be centered across the top of your company’s letterhead and should contain information including the city of origin for your press release, the state of origin, and the date of publication.

The next piece of the headline should be a two-sentence paragraph that offers a brief overview of the press release content, and why it matters to readers. It should be exciting and intriguing to the audience.

2. The intro

The intro is a few-sentence paragraph that offers relevant background information regarding your nonprofit’s program or event.

It should be written to a general audience and should be as succinct and targeted as possible. This is not the place to go into the “why” or “how” of the event. Instead, it’s just the place to offer some background information surrounding the event and your nonprofit.

3. The body of the press release

The body of the press release should be 2-3 paragraphs in which you explain the purpose of your nonprofit’s events and compel your readers to want to learn more about it. Here is where you provide relevant details regarding the time, place, name, and sponsors of the event. Again, write this section of the press release to a general audience and give your readers a reason to get excited.

4. Boilerplate information

Boilerplate information is an official bio that offers detail about your nonprofit. It’s a common practice in press releases for nonprofits and is the content that a journalist will likely pick up to introduce your organization to readers should he or she decide to publicize your press release. The boilerplate should be a paragraph long and should offer some brief background and relevant information about your nonprofit organization.

5. Contact information

The final component of the press release is your contact information. This allows journalists and other interested parties to contact your organization for details, and is a critical part of the media release. For best results, include your current phone number, website URL, and mailing address. You may also choose to include links to two or three relevant social media profiles.

6 Things to do When Writing a Press Release for a Nonprofit

While 50% of writing a nonprofit press release is nailing the formatting, another 50% is making it interesting and compelling for readers. Here are six things you need to do every time you create a press release for your organization:

1. Hook the reader in the first sentence.

While a “hook” is commonly written off as the stuff of novels, it’s critical in a press release, as well. To grab the reader and keep him or her there, you’re going to need to provide a reason for them to stay. This is where your hook comes in.

For best results, make your first 1-3 sentences catchy and compelling, and arranged so that they inspire curiosity in your audience. This will enhance the likelihood of your readers staying with you all the way to the end.

2. Structure your press release like an inverted triangle.

An inverted triangle is widest at the top, and narrowest at the bottom and your press release should follow suit. Keep people interested by top-loading the body of your press release with the most relevant information, and narrowing down to the least valuable information as you conclude the body paragraph. This will ensure readers don’t miss your most critical points and will help people stay attached to your press releases.

3. Tell the story of your nonprofit.

It’s easy to get dry and dull when you start talking about your nonprofit. Instead, seek to tell a story that keeps readers interested. For best results, start with the “why” of your nonprofit – why it does what it does and where that mission came from – then branch out to the how and the where. This will help people make an emotional connection with your organization and will increase the likelihood that the media will pick up your press release.

4. Stay brief and focused.

A press release is not a place to ramble on and on, and you’ll lose your readers if you do. For best results, keep your press release focused and succinct. This will help readers stay on-topic and will allow the most important components of your press release to shine, instead of being bogged down by unnecessary information.

5. Keep it realistic.

A press release is a document designed to be picked up by the media, so it’s critical that everything in it be news-worthy. This means that exaggerating and using hyperbole are both strictly prohibited. In addition to harming your organization’s credibility, this will just reflect poorly on the writer if the press release does get picked up by the media.

6. Optimize for SEO.

Optimizing a press release for SEO will improve its chances of succeeding. With this in mind, add relevant keywords and target phrases throughout the body content of your press release. It will help your press release rank more efficiently and increase its likelihood that the document will appear in the search results.

The Dos and Don’ts of Writing a Press Release for a Nonprofit

To make your press releases as successful as possible, follow these dos and don’ts:

Do:

  • Write your press release to a general audience
  • Give readers a reason to get excited about your press release
  • Provide some background information about your organization
  • Give readers the specifics (where, when, why, and how) of your event
  • Be targeted and precise in your language
  • Top-load the body content of your press release with the most important details
  • Be realistic with your language
  • Use storytelling language to draw readers into the story of your nonprofit
  • Optimize your press release for SEO

Don’t:

  • Ramble through your press release – only offer what is relevant to your readers
  • Forget to include the current contact information for your organization
  • Target PR syndication for your press release. This is an ineffective method of distribution (which is why the team at Express Writers doesn’t do it anymore ), and you’ll be much better off reaching out to local news agencies instead.
  • Forget to put the most relevant details in the top of the press release

A Better Press Release, Made Simple

If you’ve always wanted to learn how to write a press release for a nonprofit, now is your chance. From publicizing an upcoming event to showcasing the unique offerings of your organization, press releases provide many benefits for nonprofit organizations. By becoming familiar with the standard format, layout, and content of a nonprofit press release, you can write compelling and exciting press releases that help further the mission of your organization.

Not sure you can nail all of these (many) aspects of writing a great press release? Let our PR writing pros help!

4 Ways to Get Press Coverage for Your Nonprofit

Will Schmidt

The way some people talk about it, you might think getting your story picked up by the media is the hardest thing in the world. You might also assume press coverage is the be-all and end-all for your nonprofit.

However, getting press coverage isn’t impossible. People get their stories published every day, and journalists are hungry for content. Your nonprofit news can be one of those covered, but you have to approach the media correctly from square one. Here’s what you should do.

1. Perform Your Due Diligence

The simplest step towards press coverage—the prep-work—is often overlooked. That’s problematic because it’s one of the most important parts of your journey to get press coverage.

Getting your story picked up is all about the details. The deeper you take your research, process, story, and outreach, the bigger your chance of securing press coverage. Spend your time reading and researching sites and journalists to feel out their content preferences and specific beats.

Always ask the following questions:

  • What market category does my story, news, or announcement fall in?
  • Which sites cover news for that market vertical?
  • Which reporters write the best about this subject?
  • How many relevant reporters fall into this category?
  • What is their email, Twitter handle, and other contact information?

These questions are designed to narrow your focus and help build a list of contacts. You should never put all your eggs in one basket, so don’t put all your effort behind one site or journalist. Diversify your list as much as possible. Then, segment it further.

2. Segment Your Press Coverage List

Marketers prioritize list segmentation all the time, and you should focus on it with journalists.

Maximize open and engagement rates by segmenting your list in several different ways. You could break contacts up by gender, age, interests, or industry. The level of data available for segmentation, though, depends on the depth of research you conduct.

For example, if you only get the name of a journalist and that they like to cover social good, you may want to dig a little deeper. More information is better than not enough, so find out:

  • What jobs they’ve worked in the past
  • Where they went to school
  • Who’s in their professional network
  • What their interests are
  • What groups or clubs they are affiliated with

In marketing circles, list segmentation is important because it allows the right people to receive the most pertinent content at precisely the right time. In the context of your nonprofit publication hunt, it tells you when to send your story, who the most relevant journalists are, and when is the most opportune time to send it.

Your list serves as a jumping off point for all future publication and press coverage efforts as well. Do it right the first time and you’ll set yourself up for success in the long run. Strong, detailed research also makes your approach and outreach to a new media contact that much easier.

3. Approach a New Media Contact

The easiest way to get in touch with journalists—and media people in general—is through email. You should have secured this information during your due diligence phase.

When you write your email, keep in mind that the first thing they read is the subject line. Make your subject gripping, but don’t oversell or over-sensationalize the content inside. For example, if your story is about a major #GivingTuesday initiative that yielded solid results, you wouldn’t say:

“We just had the best Giving Tuesday campaign the world has ever seen to date”

Instead, you might use:

“#GivingTuesday: How we raised 300% more money in 2020 vs 2020”

What’s wrong with the first option and right about the second? The first one is a baseless claim, it’s not newsworthy, and its sensationalism falls flat and feels cliché. The second one is short, carries weight, and doesn’t oversell anything.

Some best practices to keep in mind when writing subject lines in email:

  • Keep it short, 50 characters or shorter
  • Get the news across as early as possible in the sentence
  • Let the story speak for itself—there’s no need to oversell or lie
  • Never mark a story “urgent” or “high priority”
  • Tease the information inside your email without giving it away

When it comes to the body of your email, don’t get too caught up thinking you have to follow the guidelines for a traditional press release. Stale content defeats the purpose of a bright headline, and traditional press releases are nothing if not boring.

Keep your emails high and tight, cut the fluff language, and strike a balance between professional and friendly. A good rule of thumb is to write like an ambitious freelancer, not a desperate person.

Like a first impression face to face, you only get one chance to impress your media contact. It’s worth putting time into because, in a perfect world, this is the start of a bountiful work relationship for you both.

4. The Pitch and Relationship Building

The pitch is the culmination of all your work up to this point. If you’ve done everything right, you stand a good chance of getting journalists to pay attention to your story. Have confidence in the process and know that your work is sound.

However, it doesn’t hurt to double-check everything. Before you send off your email pitch, be 100 percent sure that:

  • Your pitch is personalized to your contact
  • Your pitch contains the right biographical information about the journalist
  • The journalist’s name is spelled right
  • Any background facts on the journalist are triple-checked for accuracy
  • Your copy is typo-free
  • Your personal contact information is prominently displayed

After you send the email, be patient. Never pester journalists with daily follow-up emails. Pushing too much is guaranteed to get your pitch trashed. And the second a journalist responds, identify yourself, your nonprofit, and your motivation behind pitching them for press coverage.

Once the conversation is started, further drive home your initial pitch. Don’t get overzealous and start discussing future stories: only focus on your current story.

The end goal is for this first pitch to be near-perfect so your contact realizes you supply good stories with high potential for audience engagement. This demonstrates that you’re a trusted source and lays the foundation for future work together.

At the end of the day, don’t forget that journalists are professionals, just like you, with a job to do. Cater to their professional persona, but also show you’re interested about who they are as a person. If it feels like too much to take in at once, try studying what doesn’t work and what journalists hate.

BONUS: What Not to Do

A cursory Google search of “what journalists hate” will populate an abundance of articles. Sometimes, it can be easier to focus on what doesn’t work when outlining your roadmap to publication.

Taken from Dear PR, a Twitter account made by a journalist, the following tweets are from other journalists about what they dislike when being pitched. Keep these in mind when building your own plan to get your nonprofit story published.

pr peeps, check your lists so you don’t end up sending the same email to one person THREE TIMES.

[email protected], PLEASE DO NOT SEND AN ENTIRE PRESS RELEASE WRITTEN IN CAPITAL LETTERS. I WILL PRINT IT OUT AND BURN IT ON GENERAL PRINCIPLE.

Dear journalist, I know this isn’t the sort of thing you usually cover, but here’s a pitch anyway. Also, a link to a story you wrote once.

dear pr emails, I HAVE a name I’m not ‘dear blogger’

pr people, i’m chained to my desk, i can’t go to your press preview. just send me the stuff you think is cool! i gotta make

@DearPR, please don’t begin the pitch with “It’s hard to ignore the buzz”

When you map it all out, the process to get a story published is more than doable. The key to success is planning ahead of time, conducting detailed research, and building a process that works beyond one publication.

In order to nail down all the elements of your process, from ideation through cementing yourself as an industry expert, download our PR for Nonprofits Guide below.

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