Perhaps you have just launched a new product in your business. Or you may have fresh, innovative news to share with your customers and target market. One way to get the word to the masses is to create an online press release.
Online press releases are a powerful tool for the small business owner operating on a shoestring budget. Obviously, press releases alert the media about your newsworthy event, product or service, but they also can provide SEO benefits, allowing your target market to learn about you as well.
However, if you want to truly reap the vast rewards of writing and distributing a press release, it’s essential that you understand how to write a press release that commands attention.
Unfortunately, because of the obvious SEO benefits of press release distribution sites, they are frequented by spammers who are only interested in outbound links for their own websites. They produce poor-quality news releases that are empty of information or newsworthy topics.
It’s important that you don’t fall into the trap of creating generic press releases that offer little to no value to your readers. Your press release shouldn’t be an advertisement. Press releases are a public relations tool. They are not designed to advertise your product or service or create a hard sell. They are solely for the purpose of sharing news with the public.
Five Ways To Create A Powerful Press Release
1. Learn How To Write a Press Release Correctly.
Of course, press releases will vary in their basic writing style and voice; however there are basic guidelines that you should keep in mind. Most press releases follow the Associated Press (AP) style guidelines. Of course, you should check your press release for grammatical and spelling errors before you distribute it.
In addition, your press release should read like a newspaper story and use third person (she, he) as opposed to the first person (I, we or you). It should also contain a catchy title that uses specific keywords that are relevant to your story.
You should always provide contact information so that the press can contact you immediately if they have any questions.
2. Write News-Worthy Stories.
One of the most important aspects of your press release is to make sure your release is timely and relevant. It’s crucial that your press release is newsworthy and would be of interest to the media and your target market. Make sure to include the who, what, when, where, and why of your angle throughout the body of your press release.
3. Combine Free PR Distribution With Manual Distribution
Choose 3-5 free press release distribution sites and focus your attention there. It’s completely unnecessary and counterproductive to submit your release to dozens of sites at once. In addition, you should begin to compile a list of media contacts in your own niche or industry. Each time that you create a press release, you should also manually submit the release to this list. Combining free online distribution with manual distribution will maximize your efforts and leverage the power of your press release.
4. Use The Power Of Social Media Tools.
If possible, choose online distribution sites that allow you to tag your release with related keywords and social bookmarking options. This will help the media and your prospects find you based upon specific keywords that are related to your story. In addition, post your release on Twitter, Facebook, LinkedIn and any other social networks that you are involved with.
5. Publish Your Release On Your Own Website.
As soon as you write your press release, make sure to publish it on your own website as well. One of the main perks of this strategy is that you create a timeline of the newsworthy events related to your company. If the media does visit your website for more information, they will be able to browse your archives and ascertain additional information about your small business.
Press releases can be a very powerful tool for your small business; however, if you want your press release to attract hundreds, even thousands of visitors to your website, then it’s important to ensure that you understand the basics behind writing, releasing and publishing a well-crafted press release.
December 29th, 2009 at 11:41 am
Jessica – great post. I've tried a few of the free sites but they don't seem to have the best search engine ranking. I'm going to be trying PitchEngine today – I had heard about it awhile ago but had not yet had a chance to try it out. Have you tried that one yet?
December 30th, 2009 at 9:09 am
Hi Michelle,
There are just SO many press release sites out there. I haven't tried PitchEngine. However, my favorite is PRWeb. I have found that they do have the best search engine results.
December 30th, 2009 at 4:09 pm
Hi Michelle,
There are just SO many press release sites out there. I haven't tried PitchEngine. However, my favorite is PRWeb. I have found that they do have the best search engine results.