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Press Release Writers - 7 Tips for Publicity Success

I won't say exactly how long, but I've worked in public relations for quite a while. This gives me an interesting perspective on how the Internet is revolutionizing press release writing as well as press release distribution.

What's different is that publicists, public relations consultants and D-I-Y media seekers such as small business bloggers, newsletter publishers and ebook authors no longer have to pray the media blesses them with media coverage. Everyone now has the power to increase traffic for their establishment or website without traditional media's consent. And you don't have to spend a lot of money to do so!

Thanks to the web, you can put your press release directly in front of your targeted audiences. The Internet makes it easy for anyone to write a press release and upload it various places in cyberspace, where many potential customers can find it. But if you want your information taken seriously and actually acted on, you'll want to be much more strategic than just slapping it up.

What follows are 7 key tools, techniques and tips that today's press release writers can use to understand to secure Internet (and other) media coverage.

1. One best practice for press release writers involves SEO (search engine optimization). Little sets the course for making your information findable like the use of a keyword search tool such as the one at Google AdWords. It helps you identify which phrases your target audience searches for the most. Choose, say, three or four of your strongest, related terms -- those which your potential customers are likely to search to hire someone like you or shop for what you sell.

2. Write your first press release draft plainly, as if you were just talking. One-and-a-half pages long is a good average (approximately 500 words, single spaced). Vary your sentence lengths; some short, some longer. Sprinkle your key terms five or six times throughout your press release, including in your document's title. Include links to your website or blog in at least three different sections -- in your lead paragraph, last paragraph and contact section.

3. Proofread your press release and in the process, add your key terms a few more times. This really helps your SEO strategy, strongly telling Google and other services what your information focuses on. (My main keywords for this article? Press release, press releases, press release writers, how to write a press release and press release distribution.)

4. Sorry, but if you want your press release writing to be read beginning to end, you should proofread it again. This time, you're focusing on writing style. Go for some type of drama in your lead paragraph. You need a compelling angle or sentence upfront that'll engage readers and keep them. Sometimes simply rearranging the order of paragraphs (or sentences) makes a stronger lead-in. Now Spellcheck what you've written to catch any typos.

5. Next, implement your press release distribution. PRWeb.com is one of the best, most affordable press release distribution services available. Not only do countless people visit PRWeb to read what's new (and sometimes post those press releases to their blogs or otherwise contact you), the service also has an RSS feed system which delivers press releases to those who've subscribed to your keywords. This includes major media, online and offline.

6. Also take advantage of some of the free press release distribution services online. Check this post at Mashable for a list of 20 free press release distribution sites. If you're short on time, just pick those offering social bookmark support for free. Some of the free sites also allow you to include a graphic image or photograph. Almost all of the sites, for a fee, provide additional visibility for press release writers, though. (Note: We rarely use the free sites that aren't picked up by Google or those which bury new press releases waaay in the back of their listings.)

7. Commit to visiting a number of sizable websites, zines and blogs. Choose these smartly and on each leave a thoughtful, relevant comment with a link to your press release. If you've used a paid service such as PRWeb, use this as your link in comments, as PRWeb lends more credibility than the free services.

If these seven steps on how to write a press release and get publicity seem like more work than you have time for, write me right away for help!

Visit PetLeopard.com for innovative marketing communication services that are affordable to small business, artists, and Internet entrepreneurs.

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