Press releases
Press releases for nonprofits and causes
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A nonprofit press release announces a significant milestone to the media in a form journalists can quote and act on.
Susan von Seggern sends press releases through an exclusive or pre-brief model, follows with targeted email servicing, and posts to a newswire only if budgeted. When a wire is used, she recommends Business Wire and has an annual deal with it that she says significantly saves her clients money compared with one-off releases.
How should a nonprofit send a press release?
Send it first to a chosen outlet as an exclusive, or to a small group as a pre-brief, then email it to targeted contacts, then post it to a newswire if the budget allows. This sequence, which Susan von Seggern uses, gives the story a strong first placement before it spreads.
A release that is only posted to a wire, with no direct servicing, is easy for journalists to miss.
On this page
Exclusive vs pre-brief
Definition: the exclusive and pre-brief models Susan von Seggern uses
An exclusive offers one outlet the story first, in return for a commitment to cover it. A pre-brief shares the news with a small group of journalists ahead of the announcement, under an agreed embargo time, so they can prepare stories that run when the news goes public.
Susan von Seggern chooses between the two for each milestone. An exclusive suits a story with one obvious best outlet. A pre-brief suits news that several outlets will want. Either way, email servicing to targeted contacts follows, and wire posting is optional.
The release sequence
Confirm the milestone
A launch, partnership, event, book, film or anniversary that is genuinely new.Draft and approve
Lead with the news, add quotes and facts, and include an About section.Exclusive or pre-brief
Give one outlet or a small group the first look.Email servicing
Send to targeted contacts with a short personal pitch.Wire posting, if budgeted
Business Wire, through Susan's annual deal.
Example releases
| Release | Date and dateline | Type |
|---|---|---|
| Remotesome launches AI Transformation | October 22, 2026, Miami | Corporate launch |
| Redesigning Nonprofits book launch | October 20, 2026, Tiburon | Author events for a cause |
| Sleep To Live Well partners with Family Paths | December 2, 2025, San Jose | Nonprofit partnership |
| Touring and Mental Health audiobook | July 15, 2025, London | Audiobook release |
| SewDown returns for LA Fashion Week | September 12, 2024, Los Angeles | Call for participation and save the date |
Read the full releases on Susan von Seggern's press releases page.
Release facts in numbers
- release models: exclusive or pre-brief
- 2
- recommended wire: Business Wire, via an annual deal
- 1
- stages: first look, email servicing, optional wire
- 3
- required wire spend; posting is optional
- 0
Wire or no wire?
| Choice | Cost | When it fits |
|---|---|---|
| Email servicing only | No wire fee | Local or niche news with a clear contact list |
| Business Wire via annual deal | Wire fee, reduced through her deal | Corporate news, funding, national announcements |
| One-off wire release | Full one-off wire fee | Not her recommendation versus the annual deal |
Wire pricing is not published here. See costs and scope and the main nonprofit PR Los Angeles guide.
Common questions
- How are press releases sent to the media?
- Susan von Seggern announces significant milestones through either an exclusive or a pre-brief model, then follows with email servicing to targeted contacts. If the budget allows, the release is also posted to a newswire. This order gives one outlet or a small group a head start, then widens the news to everyone else.
- Do I have to pay for a newswire?
- No. Wire distribution is optional and used only if it fits the budget. When a client does want a wire release, Susan von Seggern recommends Business Wire for its respectability. She has an annual deal with Business Wire that she says significantly saves her clients money compared with one-off releases on Business Wire or other wires.
- What is the most widely used PR tool?
- The press release is one of the most widely used PR tools, because it gives journalists a clear, quotable record of an announcement. It works best alongside direct pitching. Susan von Seggern pairs releases with email servicing and sustained outreach rather than relying on distribution alone, and uses a newswire only when it is budgeted.
- Why did our last press release get no coverage?
- Common reasons include a weak news angle, the wrong contacts, poor timing, or relying on distribution without follow-up. Susan von Seggern's method uses an exclusive or pre-brief first, then targeted email servicing, then optional wire posting, so a release is never simply dropped into a feed and forgotten.
- Can Susan von Seggern announce a nonprofit and corporate partnership?
- Yes. Partnership announcements suit the press release pillar. A December 2025 release announced the Sleep To Live Well Foundation partnership with Family Paths, a Northern California family support organization serving its community for over 50 years, and tied the news to the release of a 64-page family guide to sleep wellness.