What should I know before sending a press release?

You may have already learned about things like SEO on your websites or creating ads to raise brand awareness, but have you written a press release?

You have a business that you built from your great ideas. But getting ideas and turning them into a business is really only half the battle.

Once you open your business, you need to start marketing it. You may have already learned about things like SEO on your websites or creating ads to raise brand awareness, but have you written a press release?

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Why should I send a press release?

Press releases are the perfect way to get information about your business and its products and services out to potential customers and to websites.

You may be skeptical at first. Here are the top reasons why your business needs a press release:

  1. Press Releases Help Build Authority: One of the biggest things that businesses need to have is authority. It earns the trust and respect that your business needs to be a huge success by establishing importance of your SMB and why people should care.
  2. Effective Press Releases Create Awareness: It is hard to get word out about your SMB. You are competing with so many others, especially well established companies. Press releases can get you noticed by the media, and media coverage is the best free marketing any SMB can possibly ask for.
  3. Press Releases Help Increase Profits: Press releases are an incredible marketing tool that you may overlook in favor of more modern methods of marketing like social media and ads. If you want to have a highly effective marketing plan, a press release can be very helpful.
  4. Press releases can also increase traffic to your website. Much like an SEO-rich blog, press releases can draw much-needed attention to your business. They have SEO benefits that will draw attention to your company though tagging and other keywords. You will end up getting backlinks that will bring even more traffic to your website.

Press releases are so much more than ads. Press releases are so effective at improving sales because they help generate new sales leads that bring in greater business.

Press releases can also be distributed across more platforms than other things like ads with little effort. What does this mean for you?

You are going to end up saving money in the long run because you are not wasting resources in multiple areas through different ad campaigns that may not be successful.

You save money through press releases and how they are able to target exactly the potential customers you are built for. Plus, press releases are a less expensive marketing tool.

How to write your own effective press release?

Press releases are just as important for startups as they are for more established companies. All industries can benefit from press releases, from creative self-employed entrepreneurs to people in the technology sector and everyone in between. Press releases can get you the media attention that you need to get your brand out there.

Understanding just how important a press release is and how to write a great press release are two different challenges.

How do you write your own, highly effective press release?

  1. A main image that helps you to tell the story of your press release. People love visuals and also helps the reporter when writing about the release.
  2. Include quotes from important people in the topic you are writing about. This will give you some authority to help make your press release have a bigger impact.
  3. Reliable links to statistics, facts, research, and other things that will aid the journalist in writing a story about your press release by providing accurate information from reputable sites.
  4. Available on RSS news feeds. Reporters rely on RSS feeds to get news stories so it would greatly benefit you to do this to get your message out there.
  5. Additional information such as case histories, human interest stories and links to other credible sources to help your reader better understand your message.
  6. Social media. Stay up on current trends to attract the attention of reporters who are scouring the internet for interesting news topics.

More on PR release templates:

  1. Follow a template. A template will make sure your press release looks authoritative and professional and so that you don’t forget valuable information.
  2. Clarity, simplicity, and precision. They should be between 500 and 800 words. The shorter and simpler the read, the more likely the masses will want to read it.
  3. Factual and newsworthy. It should also be something that is exciting and relevant to get people interested in your press release.
  4. Headline. A great headline draws the reader in and gets them to read your press release. If you make a press release with a dull headline, you are going to reduce your chances of getting your press released published. By coming up with something catchy, you will get the views that you need.
  5. Contact details. Have contact information and your website link so readers can reach your staff easily.
  6. Sources. Credit and cite the sources you use when creating your press release. This will show that you used credible sources and made sure that you checked the information for accuracy.

The final stages of PR release writing:

  1. Edit. Have your press release looked at by a few different people to ensure the information is correct and that there are no mistakes.
  2. Make your press release stand out from others in your industry. By standing out, you will attract the attention that you need to get people interested in your company.
  3. Leave your readers wanting more from you by the end of your press release. Think of your press release as a teaser to attract a mass amount of interest in your company.
  4. Summary. A lot of people will not want to read the entire thing and the summary will give them the gist of what the press release is about.
  5. Focus. Make sure that your press release centers around the news that you are trying to get out and not your brand. It will seem less like a sales pitch and more like an informative piece.
  6. The Four “W’s. You should always answer the why, when, what, and where of the situation or event.
  7. Written in the 3rd person. This is an objective point of view that gives more authority than another point of views.
  8. Stay current. This world is rapidly changing and your press release needs to reflect the most current information. Press releases should be used anytime your company reaches a specific, noteworthy milestone. If it is a moment that you want to celebrate with your customers, send out a press release.
  9. Headers and bullet points. This will break up the text and make it more readable.
  10. “About the Company” section. Make sure this section is added in a way that doesn’t distract from the actual press release. This will help readers know just who you are, which will give you the brand awareness that you have been looking for.

Things To Avoid in a Press Release

Just like how the important components in a press release can benefit your company, mistakes and errors in crafting a press release can remove those benefits quickly. Follow these tips of mistakes to steer clear of in writing an effective press release.

  • Don’t be too wordy. Consider it like a general summary of the topic. If you are too wordy, you are probably going to lose the attention of the readers.
  • Don’t get too technical. Unless you are targeting your release to industry experts, releases with a lot of jargon will leave people feeling lost.
  • Avoiding using clichés, superlatives, or generalizations. Boring language can be a turn off for your readers and they will not be interested in your press release. A press release is no good if you cannot get an audience to read them.
  • Don’t use a generic company link as your contact. You will want to make sure that you link your press release to an actual person that people can contact directly.
  • Don’t forget things like infographics, charts, slide decks, whitepapers or PDFs. There should be links to them in your press release so that you can get your point across in a visual way.
  • Avoid including the history of your company.  They only want to read relevant information to the press release and they can’t do this if you spend more time talking about the history of your company rather than something new and exciting that your company is involved in.
  • Don’t send an outdated press release.  An outdated press release typically has information that people have already read.
  • Don’t send out a press release on every single thing that happens. You want to make sure that you only send out a press release for information that is important, otherwise, you are going to be wasting everyone’s time.

The importance of editing a PR release:

  • Don’t send without editing. Never send out a press release that has not been looked over by the appropriate members of your staff. People will not want a press release that is not well-written and full of grammatical and spelling errors. You also do not want to send out a press release that does not contain accurate information.
  • Do not use language that is too “salesy.” You want to use your press release as a way to get information out about your company, not to over-sell your product. Your press release will already be a great marketing tool for your products, but it will sell your products or services in a more subliminal way.
  • Refrain from sending out multiple press releases at the same time. This is information overload and will distract from your other press releases. Space out your press releases in enough time to get the full use of the sales benefit from them before moving onto the next topic.
  • Don’t ask questions, give answers. By asking questions, you are going to lose the benefits of making your business look like the authority in their industry.
  • Don’t assume you’re readers will read everything. You want to make sure that the important information stands out so that they catch the important information while glancing through the press release.
  • Avoid burrying your important quotes. Quotes offer information that your readers want so you need to make sure that it stands out.
  • Don’t link to unreliable websites. This is something that could ultimately hurt your reputation and weaken your authority.
  • Don’t send to journalists not a part of your industry. This will be a waste because it will likely not get published since their readers would likely not be interested in it.



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