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Seven Tips for Writing a Successful Press Release

A press release is different from a news article. A news article is a compilation of facts developed by journalists published in the news media, whereas a press release is designed to be sent to journalists in order to encourage them to develop articles on the subject. A press release is generally biased towards the objectives of the author. The use of news releases is common in the field of public relations, the aim of which is to attract favorable media attention to the PR firm’s client, and publicity, the aim of which is to attract favorable media attention for products marketed by the clients.

1) Unique Value Proposition: Instead of writing a press release for simply the launch of your product or service, create press release around your unique value proposition. This should include those special attributes making your service better than the competition.

2) Avoid Hyperbole: Keep your language natural and ton conversational. Nothing is more counter-productive that a jargon0filled sales pitch. Report Facts!

3) Optimize your Press Release for Search: Include your most important keywords in the press release title and first paragraph, but not at the cost of important information. Hyperlink important pages with suitable keywords as anchor text.

4) Create an Online Press Room: Because only limited information can be included in a press release, it’s a good idea to create an “online Press Room” on your website. It should list your media contact with an email address and direct phone number, contain a high resolution logo of your company in various formats (JPEG, CDR, GIF) and high resolution photos of key people in your organization. Point links to important products, case studies, client comments, press releases, and media coverage. Provide a link to this page on al press releases.

5) Create Google and Yahoo Alerts: Create Google and Yahoo alerts with our company or individual name. This will help you see which websites are covering your press releases.

6) Decide your objective: If the primary objective of your press release is online reputation management, then you might want to go for a service like PrWeb. However, if you think there is an angle in your press release which can appeal to journalists, use a wire service that also has SEO options.

7) Use Stock Tickers: If your company is not publicly listed, but associated with a list company (i.e. if the listed company is your client) you can ask their permission to include their stock ticker in your press release. This will help you get visibility across all journalists who will be searching for the listed company.

Press releases can be extremely valuable for both short and long term purposes. If you are not yet convinced or feel that you need some practice, start with a free service, then move on to professional service. However, a single press release will not give you much exposure. Try to write at least six press releases a year that will cover your unique value propositions, good customer experience, and award and recognitions.

(Source: WebsiteMagazine - P. 19)

Tags: 7 tips to writing a press release, Content Writing, Internet Marketing, online press releases, press releases, prweb, reputation managment, SEO

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