How to Write a Press Release That Rocks!
One of the most cost-effective marketing tools available that is sure to build your brand and create credibility is the press release and when you learn how to write a press release effectively, you can dominate your chosen niche. Advertising is effective, but for some media, such as the web, it’s not nearly as effective as a compelling, well-written press release (PR.)
Advertising controls the message, PR on the other hand does not, because of this it builds credibility much faster. A well written press release can greatly increase your inbound links by increasing your exposure to the masses.
Using press releases is a pseudo-news story, written in third person that seeks to demonstrate to an editor or journalist the news worthiness or a particular person, product or service.
Many website owners do not use press releases as part of their link building campaigns for fear that it’s just too complicated. This is a very real fear, because few people really take the time to learn how to write a press release well. But, here’s a quick tip that will help you write a winning one – remove your ego from the writing.
Below are more tips about how to write a press release that totally Rocks:
When should I write one?
Ideally, you will want to write a press release whenever something “major” happens with OR because of your website. If you have a product launch coming up, write a press release. Once the product launches, write another one. If your product booms and you need to hire more staff, write a press release! Lastly, if you receive backlash from competitors or even customers, you should write a press release.
A press release however, does not always have to be directly linked to the ongoing activities of your business. It can be an indirect link to what’s going on in society. Also, if you learn how to write a press release with search engine marketing (SEO) in mind, is a perfect way to gain inbound backlinks. For instance, if you operate a website that sells fashion for women over 50 years, you may want to write a story attacking the stereotype of women over 50 years. But, this is not a newsworthy story; it’s just a broad topic. Thus, you will want to narrow it down to an interesting story such as how do women over 50 years feel about a “youth crazy” society. This may very well appeal to both age groups and go viral.
How to write a press release
Firstly, it is imperative to write press release as a report on an event or circumstance in “third person”. One thing to do when writing a press release is to consider yourself as the reporter and report yourself or your business through another person’s perspective.
Your release should be under 500 words, generally two to three paragraphs and you must have a headline that stands out. Think out of the box. Be different! This tends to create a more effective press release.
The report needs to be very accurate and well detailed because the content is intended will be used by the media.
Learn to Write a Killer Headline
Keep it to One Sentence. Use a headline that GRAB’s people’s attention. Something totally intriguing that they can’t take their eyes off of! Click Here for my Secret Weapon: Ultimate Swipe File
Humor can be used also. For an example:
Inventor Announces Great New Product to Help In the Garden
Inventor Creates Must-Have Gardening Product, Claims “This will be bigger than the Snuggie!”
Remember, just like article writing; capitalize the first letter of all words. Proofread and proofread again. Be sure that your grammar is impeccable. Try not to use exclamation marks because this sends out the message that your release is advertising and not news. You need to generate good publicity through your release showing you as an authority and building your brand.
The next step is a short introduction summarizing the news release. You want to get this in up front, just in case the reader does not have time to read the full press release. Include a hook or story in here so that the reader wants to read more about your press release. Find out what is trending. Perhaps, throw in some controversy, but be careful with that. Take a third-party stance and avoid appearing too negative.
You could write more detail about the company or event you are promoting in your news release. Keep it factual and accurate and ensure you use correct grammar as you do not want to comprise your credibility. Pick up on the information used from your first paragraph and tie it in to the second paragraph, include quotes from customers or experts in the industry you are writing about.
The more effective press releases usually utilize a strategy known as the inverted pyramid which is where you write about the most important information first including any quotes.
The final paragraph should summarize the key points of your release; remember to keep the press release to fewer than 500 words. Make it concise and to the point.
How to Write a Press Release – Finishing it up – Final Paragraph
Here you want to provide the reader with additional information about products, website location, contact you etc. You may also want to include background information about the company featured in the release and include any disclaimers. Lastly, a call-to-action such as “Visit their website right now”.
How is a press release used?
Once your press release is written, you can submit it to newswires (PR networks). While it is possible to do a free press release, don’t expect a lot of attention for it. On the web, you get what you pay for. For $250-$375, you can get a lot more exposure. PR distribution sites that charge around this price range will usually distribute your press release to targeted channels including daily and national newspapers, Radio, TV, and online news sources.
Depending on the topic you can get backlinks from press releases, possible thousands of links! Especially if you link targeted keywords in your press release. Another trick is to write about your release on your blog once it’s submitted, that way you make a trackback to you press release. Then you get an immediate link back to your site from one of the bigger sites on the net. Getting traffic from press releases can be a wonderful tool if used properly.
All press releases must be newsworthy in order to be picked up by the media. When written well, press releases have proven to be a hugely effective way to build links and bring massive traffic. The key how to write a press release that rocks is no matter the topic to look at the story with objective eyes, have a killer headline, captivating content and avoid the “sell, sell, sell,” tactic.