Top Seven Tips for Effective Press Release Effectiveness

Press Release WritingAt 24-7 Press Release, we came across an informative article (hyperlink with http://www.toprankblog.com/2005/10/lowdown-on-press-release-optimization/) that made some great points about the benefits and relevance of press release optimization.

As a leading provider of online press release and news distribution, this is a subject very close to our hearts, and one that is more important than ever before when considering online PR.

Remember that press release optimization is no longer simply about linking keywords – Google can now tell the specific words within an online press release, and even within the press release title itself.

Another key element is to ensure that your press release is written for a human audience, and that the press release content is useful and engaging – for further hints and tips on this, please visit here.

Sometimes, we see press release headlines that are pure jargon and keyword mumbo-jumbo. The essential thing to remember is to write a quality press release that people gain value from – and want to share around their social and online networks to increase their usefulness to their connections.

Our top seven tips regarding press release optimization are:

1. It’s not about writing and publishing an online advertisement, then calling it a press release.

2. Writing a press release packed with information and attribution from experts within your business delivers long-term value for press release optimization.

3. Optimizing is a horrible word – why not consider it as simply writing a press release that will get attention with the media, bloggers and your targeted audience instead. Optimizing has the connotation your sole purpose is for search engine enhancement.

4. Keep the public readership and journalistic audiences updated regularly – but only if your press releases have something meaningful to say or add online.

5. Only include one or two hyperlinks in your press release, to ensure that any visits from the content are really worthwhile destinations for the reader. Do not include keyword rich links.

6. Remember that you’re writing a press release and not a blog post – both are very different ways of writing online, and should be constructed appropriately.

7. Share your online press release link throughout your social media networks – 24-7 Press Release does this throughout our social media platforms and profiles, but you should be doing it too, to increase the readership rate for your online PR.

If you have any queries or questions about our ranges of press release distribution services, please feel free to get in touch here.

Think About News When Writing Your Press Release

News

Journalism news

Journalists often subscribe to press release distribution services to receive the latest news, so that when news is slow or they need to fill a ‘hole’ they have some news releases to turn to.

Even if your release is condensed to a one or two column inch filler, exposure in print media is amazing exposure for any business. So keep the journalist in mind when you begin writing your next press release.

For example, journalists will immediately skip over and disregard releases that read like veiled advertisements in favour of something more genuine and newsworthy. Have you hired a new employee? Yes, that’s a good reason to put out a press release but really focus on the detail or two that will make that announcement different from the hundreds of other new employee announcements circulating. Does your new employee have a background working for major companies, or any notable achievements you can boast about? Is this employee being hired to fill a new role that your company has created in order to achieve new goals for your company? Focus on these points – they will give the journalist something to hold onto and might just prompt that phone to ring.

You can’t pay for genuine news exposure, so write with that in mind and even if no journalist calls, it’s still likely to get far more pick-up than every other news release you could put out!

Press Release Writing Tips – Additional Media

Sometimes one of the best ways to make your press release attractive isn’t even anything to do with the writing at all.

At 24-7PressRelease, we allow for images to be uploaded with any of our paid distribution packages, and with our $89 and above packages we allow for videos to be uploaded also. Take advantage of this!

As Pat Wootton at Prompt Proofing said in a recent blog post, “If a picture is worth 1000 words, then let it speak! Many people are predominantly visual and an interesting photo will draw them in, at the very least it may make them read the rest of the release.”

The same idea goes for videos, also. Don’t just upload the video to be displayed alongside your release; also include a link to the video on your company site or on YouTube. Don’t just upload the images; include links to them. If the images are of certain products, the best thing to do would be to include a link to the image on your site right next to the description of the product in the press release.

These varying forms of multimedia make your release stand out in the crowd, as it were, and will draw a greater variety of readers in. Every individual focuses differently; some people are very visual and will be more drawn in by images or video than by specific words. So use all the tools at your disposal!

Press Release Writing Tips – Voice and Tone

Hopefully you enjoyed our introduction to press release writing tips, which we will be providing all month long.

In our first post we explained what exactly a press release was. Now that you know what differentiates a release from an article or an advert, it is time to put that knowledge to use by writing your release. However, a large part of ensuring you’re not being too objective or too biased in your release is the tone and voice you use to communicate your information.

Pat Wootton at Prompt Proofing has blogged on this issue before, and had many useful tips to share. We have taken some of her advice and added our own tips below. Read and put these into action, and your press releases will improve substantially!

  • Make a note of the voice you use when writing your release – avoid first person (me, or I) references and instead use third person references (i.e. 24-7PressRelease is a press release distribution service dedicated to offering the best value and quality…).
  • Use a quotation from a company representative (who must be named, in order to provide the release with some validity). Incorporating this element into a release not only gives the release a personal touch but also gives you a chance to brag – the representative can be much more focused on promotions and sales than the actual tone of the release itself. So use this to its fullest. Having said that, don’t include more than two quotes per release – it’s not necessary and will feel like overkill.
  • Be friendly but professional. Avoid overuse of punctuation like exclamation marks, and don’t try to pretend that you know your reader. Instead, invite readers to contact you for further details or information, but otherwise maintain a strictly professional tone.
  • Remember that every time you send out a press release, that is a representation of your company’s reputation and how it will be perceived online. If your company is fun-loving and encourages social interaction, you can reflect that in your writing and help communicate the reputation your business wants to foster.

Using these tips to correct the voice you use when writing your releases will help to ensure you’re setting the right tone.

Press Release Writing Tips – What is a Press Release

For the month of August we will be focusing on providing tips for writing effective and impactful press releases.

Each post will focus on one aspect of a press release, beginning with today’s post, in which we go back to the basics, and explain exactly what a press release is, and what differentiates it from other promotional materials, such as marketing copy or blog posts, and other newsworthy items such as articles or news stories.

Pat Wootton at Prompt Proofing covered this topic extensively in her blog post, What exactly is a press release?

Using some of her advice and some of our own, we have provided the following bullet points to keep in mind next time you’re sitting down to compose a press release for your company, product, service or website:

  • A press release is NOT an advert. It should steer clear of overly promotional statements such as “Buy now!” – if we receive press releases with statements such as these we will usually request that the customer rewrite the release, or it will be rejected for distribution.
  • However, a press release is also NOT a news piece. It is not written by an objective third party – it is written by you, the company owner (or perhaps employee, or marketing rep) and therefore it naturally does have a bias. There is no point in hiding this; it will appear deceitful. Rather, use a writing voice that shows that you are representing the company but just steer clear of making too many claims of greatness. Let the reader make up their own mind about your product or service by simply providing the facts. In this way, the fact that you have a bias will work for you rather than against you, because readers will understand that no one knows the facts about a product or service better than the company offering it!
  • The key to ensuring your release is not too promotional is to keep it informative. You want to offer details and information about your company’s products/services rather than push people into buying them. Through educating the reader, if your product or service is what they’re looking for, you will already have persuaded them to buy! But remember your audience too – one of the main purposes of a press release is to drive traffic to your site. Therefore, you’re not always writing to your direct customer, but rather just to spread the word about your company to gain awareness and improve your SEO. Therefore, selling should not be your main focus with a press release.
  • A press release is NOT an informative article, either. Those are published to article directories online and are usually a minimum of 400 words. They are in-depth studies of specific topics, rather than press releases. You want to keep press releases under 350 words, ideally. This keeps the reader’s attention and will also help you avoid any overage fees from distribution services with word limits.

Using these tips will help you get started on writing a great release while understanding, hopefully, what exactly a press release is. When you write a release in the proper format and tone, news sites are much more likely to pick up your release for publication.