Online Press Releases – Part 2

In our last blog we talked about press releases and how the releases used in the paper-based world of the old media had to attract the attention of the reporter to call up the business for more information so he or she could write an article. We also talked about how press releases have changed: In today’s new media, press releases might still go to news reporters, and they are still written with that target audience in mind, but they are also seen by end users and potential customers when effectively distributed. Not only that, online press releases offer keyword search advantages and backlinks.

In this post, we’ll talk about how to write a press release and where to distribute it.

First, we’ll add a disclaimer here: Creating and distributing press releases is important for your business but it may not be something that comes easily. Press releases are an exacting form of media with requirements that, if not followed correctly, can have your release rejected by distributors. You may want to outsource your releases to a writer or publicist to ensure their effectiveness and long-term success.

If you still want to try your hand at writing a press release, here are some things to do:

1. Decide on the news item you want to talk about.
2. Gather information relevant to that news item.
3. Gather quotes from company representatives to support the news item.
4. Determine what the release reader’s next step should be (i.e., should they call or visit a website?)
5. Start writing!

Start with the date and the location of the business. Then open the release with an eye-catching paragraph or two describing a problem or challenge or need related to your news item. Next, write a paragraph introducing the solution to the problem briefly and follow it up with a quote. Then go into detail about the solution, giving more detail and adding quotes where appropriate. Last, finish off with an invitation for the reader to contact the company for more information.

There you have it! A serviceable press release. Now you need to distribute it.

There are several free press release distribution sites online (just Google "free press release distribution" to find them) but, to be honest, they are of varying quality. You might want to consider a paid distribution service, like the one at PRWeb.com. Their distribution tiers range in price from $80 to $300 or more but the results, when combined with a well-written release, are often worth the investment.

Once you’ve created one press release, don’t stop there. Start with a quarterly press release schedule but consider moving that up to a monthly schedule of regular releases. You will generate some serious benefits, backlinks, and keyword traffic from a schedule like that!

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