A press release is a communication aimed squarely at journalists and editors of on and offline publications. Maybe you want tell people about a new product or a new member of staff, that youve won a new contract or are making a donation to charity.
A press release can be anything at all that you consider newsworthy. Be careful though not to stretch your credibility by submitting irrelevant or boring non-news press stories. Dont treat press release like Tweets. It may affect your chances of winning profile in the future.
The role of a press release is simple - to be published.
To achieve this you need to follow a set of established press release conventions. You need to:
- Make it quick and easy for the person receiving the pres release to asses it by formatting it correctly.
- Clearly demonstrate the newsworthiness of the story. Make the information interesting, useful and make it accurate.
A professional copywriter will know exactly how to format your release and apply copywriting expertise to the content. Its well worth taking advice if you are at all unsure.
Why use a press release?
Press releases are a proven and popular marketing tool, especially these days with so many media sources looking for fresh content. You can dramatically increase your sale and exposure with a well-written, professional release. Editorial coverage produces significantly more enquiries and sales than paid advertising. Also you can quickly cover a huge amount of ground and access large numbers of potential customers quickly and cost effectively.
SEO Press releases
Integrate optimised press releases into your SEO campaigns. Apply them tactically by crafting them with keywords and themed copy. Again, consider using a professional copywriter for the best results.
The SEO benefits of press releases are plentiful. If your release enjoys generous distribution you will likely receive additional traffic directly through the release itself. Any new links to your site will add to your authority and subsequent search engine positioning. As your profile and reputation rise so even more site will be inclined to link to you.
Distributing a Press Release
Can you apply these principles on and off line? Yes. A great deal of media is consumed online these days but still hard copy, physically distributed magazines, newspapers and niche trade press publications are a critical component of any serious marketing campaign. In the UK there are somewhere in the region of 20 daily newspapers, with numerous monthlies and specialist publications.
Build a media list of journalists, bloggers and web editors who you feel would be interested in your information. Develop relationships if possible and cover as much ground as you can. You can augment your efforts by employing an inexpensive press release distribution service like PRWeb, PRleap or PR.com
Once you have syndicated your release its important to try and track your news to see whos picked it up. Using services like PR Newswire, MediaWire or BusinessWire, you can find out which news sites your press release has been distributed to. Google News search and Yahoo! news also enable searches that inform you when your is referred to in the news.
The anatomy of a press release
A press release is a simple, highly factual document. Make sure yours doesnt end filed under WPB by following a few simple press release rules.
Always use the words Press News at the top with a story summarising headline directly below. A first sentence will expand on the headline with subsequent paragraphs supplying more detail. Make your information factual and be sure if the release relates to a product to be clear about the customer benefits. You should avoid jargon, acronyms, short sentences and any unnecessarily complicated words.
Ideally you should use wide margins, double-spacing and large font to make reading and note writing as easy as possible.
Always try to include a quote and a high-resolution image, tough were straying in to realms of press packs here and EPKs (electronic pres kits) or MMPKs (multi media press kits), which might include audio, video, or other web based tools.
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