Impact Your Website Success With PR
Impact Your Website Success with Press Releases

What is a Press Release?

“A press release is an official announcement issued to the news media. The heading should contain action verbs, the first paragraph should answer the; who, what, why and where. The press release should contain understandable language and a quote.” Hannah Fleishman

What Can A Press Release Do For You?

A press release can give you free publicity and help build awareness of your brand or product.  Press releases can also get high value websites to refer to your websites with links to your website.  This will have a positive impact on your search engine rankings.

Most PR Gives Poor Results

According to Geoffrey James of CBS Moneywatch, “…most press releases never accomplish that. Most press releases are just spray and pray. Nobody reads them, least of all the reporters and editors for whom they’re intended.”

It’s worth taking a bit of time to do a press release right.

How to Write a Great Press Release

Have a Newsworthy Story

Make your article about real news that a newspaper or magazine should want to consider for their publication.

Like a Real Article

Write it like a real article will read.  The basics of this include

  • Make sure the introductory paragraph summarized the highlights of the article
  • Include the 5Ws – Who? What? When? Where? Why?
  • State how this can impact the reader if relevant or provide a conclusion.

Reuters has a guideline for Reporting and Writing Basics.

Great Headline

A reporter needs to create a great headline.  These take time to create.  If you’ve already created a great headline, you’ve just made the reporter’s work easier and you are more likely to be chosen for an article.

Include Quotes

Longer articles usually include quotes.  Quotes can provide context and proof and make the article more interesting to read.

Sending Out the Press Release

You should be sending the press release press release service.  If you want a longer list of available services, check out this article on top ranking press release services and if you want to just do a free press release, consider checking out this article that rates free press release services.

Personal Contact

Perhaps more important than a press release services is personal contact.  Particularly if you have a specific vertical or are in a mid to small sized town, you should be sending your press release personally to a reporter that you want to cover the story.  You may even want to personalize the press release to how they write.

Do’s and Don’ts

Do Use Great Headlines

Journalists are looking at lots and lots of press releases, looking for something good.  A great headline will grab their attention and get them and considering your press release.

Do Get Right to the Point

Make sure you are getting right to the point and have lots of facts.

Do include your contact info

Make sure you include an email address and phone number – usually at the top of the page.

Don’t Use Marketing Speak

Don’t use marketing speak with extra verbiage that doesn’t really say anything.

Don’t Use Technical Jargon

Make it easy for journalists to understand what you are saying.  Note – there is an exception to this rule.  You can use technical jargon if you are sending your press release to journalists who specifically cover your vertical and you expect they will understand your industry’s technical jargon.

Press Release Template

Your Logo

Release Date: Date or “FOR IMMEDIATE RELEASE”

 

Headline

  • Summary bullet point
  • Summary bullet point
  • Summary bullet point

 

CITY, state

Introductory Paragraph

Quote

Second Paragraph

Third Paragraph

Quote

Closing Paragraph

Summary about your company – who you are and what you do.

 

Media Contact Name

Title

Company Name

Phone

Email

Website URL

Next Steps

If you are just too busy to do this yourself, why not get an experienced copywriter to create the release and distribute it for you?  Contact The Story at 800-349-3394.