Press releases are a powerful means of free distribution when it comes to marketing on the Internet. They are simply news or media releases that are shared
with others to let people know about any dynamic changes or any updates to a company.
The reason why these releases are so powerful is due to the fact that if the releases get the attention of the media, it can quickly land you on the front of a newspaper or even on television.
There are no limitations when it comes to press releases because they are freely to distribute and can be distributed however often you choose.
It is important that you contain all of the basic elements when writing a press release. Below are the steps outling on how to create and submit a press release.
Step-by-Step Action Plan
1. Decide when you are sending out the release.
It is always best to send out your release after 11AM EST, any day besides Friday and Monday unless you have hard news. Also decide whether the release is “FOR IMMEDIATE RELEASE” or not. If not, include the specific date and time that you want the publication to make your press release public knowledge. Write the release date and time or “FOR IMMEDIATE RELEASE” at the top of your press release.
- Create a catchy headline that accurately summarizes your press release. Your press release’s headline can be one line or have a subheading as well. Just remember you are competing against hundreds of other press releases on the editor’s desk. When editors do not have time to sit and read every single press release that comes in, they sometimes just take a glance at the headline. It is very important to have a headline gets their attention so they start reading. Work on the headline because it is just as important as the body of the press release. While you should make your headline interesting and intriguing, make sure it has something to do with the contents of the press release. Using a headline like “Free Trip to Bermuda” when your press release is about your organic baby food company is not appropriate unless you are giving away free trips to Bermuda to your customers, and even then that headline should be revised.
- 2. Compose the body of your press release. A short (3-4 paragraphs), newsworthy press release will grab the attention of editors, which will in turn get you publicity-and for only the cost of emailing, faxing or mailing the release. The release has to highlight the uniqueness of your business-what differentiates you from your competitors. If you can’t think of a unique thing about your company-wait until you can before you send out the release.
Here are a few newsworthy topics to write about in your release:
- Grand Opening/Re-Opening of your business, e.g. an interesting story about why/how you started your company and the target market of your business.
- The results of a recent survey your company created, e.g. provide the results of the survey to the news media.
- Tie Your Company to an Upcoming Holiday, e.g. a company that makes Hawaiian lays in National Luau month or if you work at home and it’s Home Based Business week.
- A strategic partnership that your company has formed: e.g. Annabelle’s Organic Baby Food has formed an alliance with Shannon’s Baby Gift Baskets.
5. Include a short, concise company profile or business owner bio at the bottom of the release. If the editors have never heard about your company, this is the place to give them some additional background information or to give them your standard company description.
After writing your release, edit it and re-edit it. Get rid of words that are not necessary. Make sure the sentences are easy to read and even easier to understand. Use strong and lively words in your release. Format your press release to be double-spaced on one page and at the end of the release type “# # #” so the editors know they have reached the end of your press release.
Remember when you distribute the press release to only distribute it to publications where the readers would be interested in your subject and make sure the release is real news and not an advertisement.
6. Choose one or two free press release distribution sites (any more than 3-5 is just a waste of your time, assuming it’s worth anything). Choose based on which ones will get the release added to news engines. Just because some bigger distribution sites (who will remain nameless) charge an arm and a leg for this service, not all do. For example, PR.com’s free option will pretty much always get your release picked up in Google News (I’ve never had it fail yet).
7. Send it to the Associated Press. It never hurts to try, and if they deem your release newsworthy enough to pick up, you just might get some decent “real” media coverage out of it. Just email or fax the release to the appropriate editor, writer, or regional bureau depending on your location and news.
8. Send it to your local newspaper or other media with a local spin on it. It won’t take more than a few minutes for you to add a local spin to the intro and / or headline of the press release. Send it to the most relevant journalist or editor at your local paper. Smaller papers especially eat that stuff up when a local is doing anything remotely newsworthy. Try to build a relationship with the editor or writer whenever possible while you’re at it.
9. Send it directly to niche or industry outlets. If you know of the top blogs, magazines, or websites in your niche, see if they have press release submission guidelines, and submit it directly to them. Don’t just assume they’ll find you through Google news or a press release distribution site. Work on the bigger ones first, and submit to as many as you have time for. If you get bigger pickups, they’ll often lead to smaller niche blogs and such copycatting the story anyway. Again, try to build relationships if you can.
10. Add your press releases to your own website or blog. Why is this so often ignored or neglected? Some clients complain when I suggest it, saying “well, I don’t want duplicate content on my site.” Well, if you care about promoting your site, get the releases up there and quit whining about duplicate content! Who cares about duplicate content? Maybe it’s just me, but I thought the purpose of a press release was to bring exposure. It can’t do that if you sit on it. On top of putting the news out to your regular readers, customers, or visitors, it also allows you to archive your releases for journalists who visit the site wanting to learn more about your company or site history. If you don’t have a press room or at least a press release archive, ADD ONE!!! And when it’s on your site, you can take that opportunity to add all the little social media tools and gizmos that your heart desires, add commenting (especially if it’s on a blog), or frankly do whatever gets you off in the moment. Add it to del.icio.us. Digg it. Do whatever the hell you want with it. Just publish the thing, and be done with it already! Why people refuse to grasp this concept is just beyond me
Demographics
There are no measurable demographics of press release because they can be used for any business and in any industry. Press releases are a free source of traffic and can quickly brand your company as an authority if it gets distributed to the right industry.
Conversion Rate
There is no conversion rate information for this section. By using tracking, you will be able to see what traffic sources yield the highest conversion rates for your business.
Resources
Press Release Grader- This gives you a grade for your press release and lets you know the sections that you need to improve.
Press Equalizer Software – Helps you write quality press releases
Cost
This is a free tactic unless you wish to pay for mass press release distribution using Prweb.com or other related services.
Top 5 Press Release Distrubution Sites
{ 8 comments… read them below or add one }
Great information for us to keep around. Thanks Donny for this solid content.
Great info that I can also share with our local Chamber of Commerce for their site. Thanks,
Cal
Donny – Very informative as usual. I have just recently looked into PR Web myself. Thanks
Donny,
Great information, I have a friend that I will definitely share this post with in addition to many others. Keep up the GREAT work.
Bill
Hey Donny,
I've used press releases several times in the past but have never really had much luck. They are great to gain some backlinks but other than that, if you don't have the right angle, headline, compelling text etc then people will struggle.
You definitely need a product, the correct angle, something controversial and catchy to make sure the press release goes viral.
Thanks Donny!
great article Donny. You don't hear many people talking about Press Releases anymore but they certainly can be very effective at getting your site up in the top page of Google for your target keywords.
Donny. I love your posts. You share so much value and you talk about things that nobody else is talking about. It's like a virtual College Course. Great Stuff.
Great article indeed. Followed you from facebook and I must say I've learn much from this. Thanks for sharing.
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