9 Tips For Writing Press Releases That Get Opened, Read, and Published.

Yes, the old-fashioned Press Release.

 I can just see the faces of video geniuses and content creator aces.

"Is this for real? :D Who reads in these days? Anything that requires more than 29 seconds of sitting still and absorbing letters is just so out of date on social media. And in general."

 But cannot be further from the truth. 

 Over the last few years, I have been asked to write press releases for family offices, various startups, corporate events and new product launches. Also, some of the press releases that ended up in my inbox – I turned them into stories. So, I know both sides - the receiver’s perspective and the sender’s. I have a good understanding of what needs to be included in a press release and of what a publisher wants to read.

 Press releases are becoming more critical than ever before and clearly remained one of the most potent marketing sources used today.  

 In recent years, I have seen an increased social media use as an integral part of public relations and marketing needs of companies. Yes, social media is replacing the traditional channels, and public relations has become synonymous with social media marketing. The times of hunting for journalists who were the “golden gatekeepers” are long gone. 

 Public relations with social media marketing is a foundation and baseline for brand awareness and general marketing campaigns. They are now using SEO, the company's public record, and direct communications tools that can deliver unfiltered messages to the masses. However, content distribution and promotion can be intimidating. Most businesses try to figure out how to harness the power of social media to reach new audiences and successfully promote their companies.

It Is About The Communication 

 According to prewirenews, one of marketing's biggest priorities is content distribution and amplification. Figuring out a brand’s objectives, analysing vendors, and measuring success can be a complicated job. That’s where press release and content distribution providers come in. There are many marketplace options from which to choose, and they vary widely in what they offer and how well they can help achieve your objectives.

 Having a clear idea of needs is a must. Several mistakes before getting into the buying process are starting to compare vendors, focusing on products and providers that miss the mark. Identifying avenues that will help with marketing and communications goals is the real key here. 

 What is the secret?

Ask the right questions and pick the best press release distribution and promotion provider for your brand.

The Master Tool: Press Release

 Miranda Tan, CEO, and Founder of MyPRGenie wrote a great article about press releases for “LegalZoom” in which she listed the main reasons and effective use of press release and strategies. 

• Announcing a new product or service.

If you want to advertise a new product or service, you can draft a press release and immediately get your news found on all major search engines and social media networks by using a press release distribution service. This also enables you to target thousands of journalists.

•  Improving brand image.

Because it has become so easy to publish and distribute a press release, companies can easily send out as many press releases as they want. Publishing more press releases more often is an excellent way to improve your brand's image.

•  Images help drive interest.

Press releases now include images, videos, and other multimedia, which means you can convey your message and news stories in more exciting ways than ever before.

• Instant worldwide distribution.

Before online press releases had become common, most press releases were sent only to journalists. If not deemed worthy of press mention, they lived in a binder, on someone's desk or in a building lobby. Now a press release can be distributed to millions of people around the world instantly through email and social media.

• Expanding public knowledge.

By adding links to other Web pages within a press release, companies can direct readers to even more information about what they do.

• Viral possibilities.

An online press release can go viral if people start sharing it over social media networks. Thereby creating a buzz that was never possible with traditional press releases.

• Portability and convenience.

People can read a press release anywhere on the Web or their smartphones.

•  Search engine optimization.

By using specific keywords, you can optimize your press release so people can easily access your company information through search engine use

What is the desired outcome of your communications campaign? 

 According to Synchrony Financial, 85 percent of consumers research online before making a significant purchase. Your content distribution service should enable your brand to reach the websites that matter most to you. Third-party coverage reinforces and authenticates the story your brand is trying to tell. Targeting individual influencers via email is very important to a well-rounded media relations strategy, which connects brands and industry experts with journalists. So compelling stories are being created. Sharing your story across multiple channels — including press release distribution — can get your message in front of additional professionals and consumers.

 Benefits:  

• Search Visibility 
• Online Visibility
• Earned Media Pickup
•  Conversion and New Audience Acquisition 
• Brand Engagement
•  Compliance & Shareholder Confidence

Example of a bad press release.How are airlines related to Prowly?
When are you going to stop going on about yourself?
What’s in it for me?

                     Models, actors, influencers, celebrities – seriously?https://prowly.com/magazine/6-really-bad-press-release-examples/

 The Message

Writing a press release may sound very easy. But as simple as it may seem, there are a lot of pieces to be put together skilfully to get you and your company the best results. 

 Questions you need to ask: 

• Is there anything "new" in my story?
•  Is there anything unusual or unexpected about it?
• Would this be of interest to anyone outside my business?
• Will anyone care?
• Is this something that people haven't heard before, find surprising or help solve their problems?

Press Release Format

1. Release Date
2. Media Embargo
3. Release Title
4. Sub-heading
5. Dateline
6. Body Paragraph
7. Images
8. Quotes
9. Hyperlinks
10. Contact Information
11. Conclusion

Here’s an example of what a good summary paragraph looks like, from a recent Vail Resorts press release. https://expresswriters.com/writing-a-press-release-sample/

Tips and Tricks 

1. Write killer headlines

Most journalists get hundreds of emails every day. So it's a good idea to label emails containing press releases with the phrase "press release" or "story idea." A great subject line is also a must.

 But don't try to be clever: most journalists will spend just a few seconds deciding whether something looks interesting. If they don't immediately understand what your story is about, they'll move on to the next thing in their inbox.

 So if your story is about the launch of the first financial planning consultancy for women, say exactly that. "Women cash in on financial planning" might sound like a better headline, but may mean nothing to a busy journalist scanning their inbox.- Janet Murray, Keynote Speaker, Podcaster, Author

2. Find An Angle

Bearing in mind that many recipients won’t really, truly care about what you are saying, it’s worthwhile trying to find an interesting angle.

Does your news tie into something currently trending? Can you solve a problem that has recently been in the headlines? Perhaps you’re launching a new carbon fiber road bike on Cycle to Work Day.

Convey what your product or service has to offer the reader, and you’ll maximize your chances of engagement.- Lilach Bullock, Online Marketer, Digital & Tech Thought Leader, Content Creation

3. Find a news hook

 A bit of background research will often reveal an angle that brings the story to life. Try and create a reason why this announcement is being made now. Has there been a change in legislation? Is there an event coming up? This will create a news hook for the story and sense of urgency.

Where possible interview a key person and get the story in their own words. A quote in a press release immediately makes the story more interesting, but make sure it is something that a person would say in real life. Ask questions such as: ‘What difference will this development make?’ ‘Who will benefit?’ ‘Why is it important?’ ‘What issue does it overcome?- Rachel Holdsworth, Content Head, PhotoBox, and Freelance Writer

 4. Landing Page

 Create a landing page to convert referred press release visitors to prospects.

You use landing pages with your PPC campaigns, don’t you? Then why not use them with your press release? Embed links in your release to relevant resources as well as a strong call to action. Along with giving the reader a reason to click through, the destination of that link should be designed to bring the visitor further along the sales cycle for whatever the desired outcome is.-Lee Odden, CEO at TopRank Marketing

5. Links To Other Channels Of Information

The press release is only one method of sharing news and by no means the most effective. If we rely solely on a press release for our news, we have failed. The release should be a driver and organizer of the facts, but to effectively tell the story and gain engagement with our target audience. We have to have links and access to other channels of information in a release. - Gerry Tschopp, Experian

6. A Personalised Pitch To Journalists And Editors

A simple press release needs more than an announcement actually to get picked up and published. To get the exposure, one looks to achieve by submitting a press release to the news, and businesses need to send emails to journalists who have written about similar topics. The email needs to be personal and to the point, with a great subject line that cannot be overlooked. - Steven Pulcinella, ProspectsPLUS!

7. A Compelling Quote

I cannot stress how crucial a significant quote is within a press release. It is a unique and unparalleled opportunity to provide commentary and explanation that is different from the pure facts and clinical information included within your release. Quotes are spoken words which add value with insights. A quote from a spokesperson or a client brings a personal or emotional angle to the story. Quotes should explain the reasons why, and why now. They should be touching, addressing problem-solving, inspirational, humoristic, and punchy. Using a figure of speech as a quote can be effective to catch the attention of a journalist. – Mariett Ramm, Single Family Office, Publisher of Billionaire Chronicle

8. Answer the six W questions

Every press release should answer the six W questions (or more accurately, five Ws and one H) – who, what, where, when, why, and how.

Let’s use a car dealership sponsoring a book festival as an example.

• Who: Maidstone Cars
• What: sponsoring Maidstone book festival and giving visitors a chance to win a new BMW 3 Series
• Where: the town hall in Maidstone
• When: 3 September
• Why: supporting the arts, a local bookshop, local writers and book lovers
• How: Maidstone Cars will partly fund the event (cover cost of speakers, venue hire, refreshments, etc.), place a BMW 3 Series on show outside and offer every visitor free entry into a prize draw to win the car

Lorraine Forrest-Turner, Senior Copywriter

9. Don’t bury the lead

 For journalists, the lead is the main point of the story. In a press release, make sure the main point and all the key information are included in that first paragraph. You can’t guarantee that that reader will go further than that, so make sure it includes the need-to-know information. The second and third paragraphs should contain secondary and supporting information. -MaryBeth Matzek, Insight Publications Editor

Who Will Read It? 

Consider which markets interest your organisation – and, just as importantly, which audiences are likely to be interested in your announcement. Is your audience comprised of consumers or business professionals? Will you target a geographic area( Local, regional and national, international markets), business topic (Target specific industries) or a particular type of professional (Multicultural markets)?

Defining your audience will help find relevant material and determine how best to distribute and promote the release. Aiming at specific audiences through targeted distribution, such as trade journals in your industry niche, is an essential requirement for press release success.

Meeting a brand’s needs by promoting a press release to specific demographic segments, by selecting a content distribution vendor that can target by ethnicity, age, gender, lifestyle, and religion will determine its success. 

 As with any marketing effort, after the content is distributed, it is essential to track effectiveness. Tactics for tracking press release results include:

• Embed tracking codes in the links from the release to the landing page.
• Monitor the web analytics of the site the press release links to for referral traffic sources.
• Set up Google alerts to monitor when the release gets picked up.
• Monitor blog search engines like google blog search for pickups.
• Monitor standard search engines for pickups and links.
• Track conversions from press release landing pages.

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