Category Archives: Press Release Writing

Hot off the Presses: How to Write a Good Press Release

hot off the press

“Extra, extra, read all about it!” The newsies would shout their messages from street corners into the noisy crowds who gathered to learn about the latest stories and scandals. As the patrons scrambled for their coins to pay for their papers, the greatest news of the day was being read simultaneously by others on the streets. Most breaking news was shared in the morning or evening papers, but on rare occasions of urgent information, a special edition paper would be printed. Newspapers were the only way for most people to know what was going on in the world. This could very well be considered the earliest press release.


Disseminating Urgent Information in the Modern World

While there are no longer newsies on the street corners yelling out the latest news, there are still press releases, but getting yours to be noticed can be a challenge.  Even if you have written a stellar piece on the latest news, how can you ensure others will read it and benefit from it? It’s more than just an information article or SEO copy; a press release will alert the public to something important and possibly life changing. If you are tasked with writing a great press release, here are some things to keep in mind while you’re writing and editing:

  1. Start off strong. The first 1-2 lines should clearly state the news with attention grabbing details. Some of the best headlines require the reader to keep reading to learn the answer to a burning question or for ways they can verify the information. For example, a press release headline should say something like, “Nissan to Release a Flying Car in 2014.” The reader will see those words and want to continue reading to learn more about the car but to also fact check.
  2. Prove your Credentials. As in the last example, the reader would continue to read but would really want to know who you, the author, were. Did you work for Nissan? Were you a family member of a designer at Nissan? Maybe you saw a prototype at a private car show. Think back to the newspaper days of the past and you can recall some reporters were popular for their outrageous stories while others were read for highly informative columns. You want readers to find your press professional and informative, or else you will wind up being treated as spam on the Internet.
  3. Be precise with your words. Flowery language and excessive wordiness is distracting. Each word should count and redundant words can lead to search engines penalizing the content. With fewer words and an easy to read format, your readers will have a higher likelihood of remaining engaged with your work. Avoid distractions by using the right words that get to the point quickly.  Use fun and quirky topics to draw in attention like the press releases recently written by the Starbucks teams.
  4. Write in Active Voice. Strong verbs make your case in a more effective way. Use verbs that highlight the actions rather than talk about the news in a passive voice. For example, instead of saying, “Replacement parts are going to be made available to the consumers.” you could say, “The Company plans to immediately replace the defective parts.” Not only does it indicate a time frame but also an action the reader can expect for that particular situation.
  5. Maintain a Professional Tone. Stay away from using slang, comfortable phrases, and jargon that may be generational or create hype. There is a fine line between announcing news and advertising; readers can distinguish between the two and when they want to read information, they don’t expect to see excessive punctuation, cliché words and something that sounds too good to be true. While the Internet has contributed positively to many news areas, it has also created a vast amount of false advertising, and skeptical readers.  The ads generated online have made readers wary of accepting pieces such as a press release at its face value due to their skepticism. By keeping the press release professional, you can help to avoid readers bypassing it and shorter really is better, as outlined by Entrepreneur.
  6. Keep a goal in mind. What sets this information apart from everything else? Why should anyone care about what you have to say? Everyone claims to do things like “save customers money” or “provide great customer service” so avoiding the terms that are present in many other boring press releases will help yours stand out.  Focus on several things that are unique to this information and create sub-headers about that information to guide the reader through the piece. This also provides the reader with a chance to skim through and read the parts that are of interest to them. The format of the press release is part of the set of goals set forth for the piece and some technical guidelines can be found at the Express Writers blog.
  7. Showcase your skills and the skills of the company or people for whom the press release is written. Don’t be afraid to use descriptive words to demonstrate certifications, expert status, and the qualifications that set this press release apart from the others.  If the company or personnel have won awards, be sure to mention those in the press release as well. This allows the reader a sense of respect for the subject of the presser as they realize it is something to be taken seriously. For example, if you’re talking about a real estate expert, ensure you include all of their designations. There are thousands of real estate agents in the country, but few have more than one designation after their name, so when you are quoting one who does, be sure to include that information.
  8. Leave one or two important items out. Yes, it’s okay to leave the reader wanting more or wanting the chance to visit a website or other source for added information. This can lead to readers learning more and being pleased with what they find out. Leave the readers with a call to action such as visiting the company site, calling for more info, or attending the event being discussed.

A great press release is more than just sharing information; it is about catching the reader and creating a captive audience who will read the information.


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Press Release Writing Tips: How to Benefit from Maximized Media Coverage in 3 Steps

Press Release Writing Tips to Maximize Media Coverage 

It’s no secret that in most cases, press release writing requires tons of accurate information; special skills; a lot of patience, time, and effort; and also a fruitful collaboration with influencers and potent media channels that might amplify and distribute your message to a broader audience. It might sound simple, but, in fact, getting enhanced media coverage can be quite challenging. Here are a few steps that you should follow in order to come up with a list of candidates, helping you see your press release published in business magazines relevant to your niche, newspapers, and on some of the most popular blogs.

First step: Find the best broadcasters based on the particularities of your message

a)     Identify your target audience to spot the perfect channels and influencers

What kind of sources of information are they particularly interested in? Finding the right answer to this question will help you spot the right media channels that you should try to reach in order to spread the word about your new accomplishment. Let’s assume that you’re just about to launch a new cosmetic product for women. Obviously, you’re going to try to get in touch with some of the most reputable, influential makeup and beauty bloggers and journalists who analyze reviews and write engaging articles about products similar to yours.

b)     Find the right channels based on the type of coverage that you’re hoping to obtain (local, national, international)

Are you willing to promote your products on a local, national, or international scale? If you’re just hoping to attract local buyers, it’s useless to waste any time trying to capture the attention of journalists working for prestigious, national newspapers. Start by analyzing your objectives; this will help you elaborate the perfect media list based on your real necessities.

Second step: Keep your media list updated

It is essential to build a powerful, long-lasting relationship with journalists covering your niche. This way, once you have a newsworthy fact, you just have to create a well-structured press release around it and send it to them. It is highly recommended to update your media list regularly, as some reporters might quit, might be promoted, or might be assigned to cover a different domain. Also, you could choose to consult different online databases, giving you unlimited access to extremely valuable media contacts.

Third step: Count on a highly effective PR distribution service

Let’s face it: Elaborating your very own media list can be challenging and time-consuming. Take the easy way out by simply counting on a popular press release distribution service, guaranteeing maximum coverage for your story. In this case, you have numerous alternatives at hand, and you could easily find a service provider who understands your real needs and expectations and promotes only press releases relevant to your niche. For instance, Source Wire enhances the online visibility of countless relevant technology releases. Extra tip: Before choosing to collaborate with a PR distribution company, make sure it offers you the chance to measure the real level of exposure of your press release. Some companies, like RealWire, provide a detailed report, allowing you to see exactly where your money goes at all times.

Creating and distributing first-hand press releases might be considered a real hassle by many business owners. Simplify your life by counting on quality press release writing services, enabling you to save a significant amount of time and focus on the core of your business.

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Look! A Press Release Example!

press release examples
Here you can find a press release example that should guide you through writing a good press release. Good press releases will help you to publish your work online or through publications such as magazines. When writing press releases, keep in mind that the shorter, the better and that the tone of the writing should be official, and in the third person. All the pertinent data should be included, usually in the first paragraph of writing. This can be used as a general template, since there is not much creativity involved in writing press releases.

FOR IMMEDIATE RELEASE [This should be in all caps, and flushed left at the top of your press release. If you want to publish your work at a later time, put HOLD FOR RELEASE UNTIL… then specify a date that you want it published]

HEADLINE [Again, this should be flushed to the left, and in bold letters. Pick a suitable headline for your press release. Press release examples typically have boring headlines, so get creative but make sure that you backup your headline with facts. Also, include your selected keywords in the headline so that search engines will find it and rank it higher.]

City, State/Country-Month, Day Year [This information will put your press release into context and will help orient the reader to it. This must not be forgotten because press releases without dates can’t be verified readily by readers, journalists and reporters.]

Body [This is where the actual press release goes. It should be more than one paragraph, however, it must not be too lengthy. A paragraph should not be more than a few sentences. If the press release does not fit in one page, write “more” at the bottom of the page.]

Company/Organization Information [It should be mandatory to place these information at the end of the body of your press release. If possible, include a few sentences about the highlights of your company so that readers will know that the source of information is credible. If you are writing on your own, include a short biography of yourself. However, do not sound like you are selling yourself or your company too much. Again, the tone of the writing here is key.]

Contact Information [This is where you put the ways in which the reader can reach you. Place your company address, email address, telephone number and possibly even a twitter account here so that readers can remain up to date with the latest information. If your company has a Facebook page, include that as well. Do not, however, put your personal Facebook page here, as this will make the press release seem to informal.]

ENDS or ### [Here is where you indicate the end of the press release. It is okay to put ### after the contact information. This section should be in bold or capitalized letters. This is the formal way of doing it, so that your press releases become credible sources of information.]

(xxx words) [In this last part of your press release, you can include the number of words that you used, if you want to. Again, this will make your press release more credible, and alert publishers about the exact length of your press release.]

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4 Ways in Which Effective Press Release Writing and Distribution Can Help You Grow a Powerful Brand

press release writing

Influential, accurate, original, reader-oriented Web content is a key element guaranteeing your success in the long term in any field of activity. Whether you are trying to promote your new line of eco-friendly detergents, your recently-launched dating service, or you are simply trying to announce the whole world that you’ve improved your dental implant technology, press release writing is the way to do it. In fact, high-quality press releases highlighting the greatness of your achievement in an entirely objective manner have a long list of benefits. Here are 4 of the most important ways in which these essential content pieces can help you grow a powerful brand and put some distance between you and some of your fiercest competitors.

1)     Enhance the visibility of your business
Press releases give journalists food for thought. Reporters who are always desperate to get their hands on some of the hottest, trendiest, most important subjects will use information provided by a press release, as long as it’s accurate, unbiased, useful, and tailored to the real needs of an audience. Extensive media coverage would enable you to profit from significant popularity increases to bring your new brand, organization, product, or service under the spotlight and ultimately to increase your revenues fast, effortlessly, and with a minimal investment.

2)     Affirm your supremacy in your niche
These days, you can easily exceed the efforts of the competitors who, for some reason or another, refuse to profit from truly accessible tools and services designed to support their natural evolution. Press release writing, for instance, offers you the chance to make your message heard, to brag about your most recent achievements, and to gain the trust of a larger segment of people who might be interested in buying your products. Also, this will help you gradually become a trusted expert in your niche, regularly interviewed by reporters covering your domain and always envied by your rivals who got left behind.

3)     Draw a considerable number of potential clients
In this case, the mechanism is quite simple; press release writing enables you to enhance brand recognition and client engagement. In other words, this type of content helps you earn the trust and the respect of your potential buyers.

4)     Attract powerful investors to consolidate your business
More than 80 million people rely on different online sources of information that end up influencing their buying decisions to a certain extent. While it seems obvious that not all of these 80 million individuals living in different parts of the globe might be interested in your new products or services, a few of them could be potent investors constantly looking for new business opportunities. Press release writing services describing your recent success, your new breakthroughs, or the implementation of a revolutionary product or service could help your company get noticed, allowing you to find the ideal investment partners that you’ve been looking for all along.

Undoubtedly, high-quality press release writing and effective PR distribution services represent valuable assets for all business owners who hope to win big by attracting investors and drawing more clients. Press releases deliver all of these advantages and more while requiring a negligible investment, compared to the long-lasting benefits ensured by well-written content pieces.

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5 Common Press Release Writing Mistakes That Could Compromise Your Reputation

press release writingA press release has a standard, recognizable format and is crafted and distributed to help you define (or redefine) your position as an industry expert to promote your new products, events, services, and improvements in a highly convenient manner while allowing you to profit from highly beneficial media exposure. Things seem pretty clear, so what could possibly go wrong when it comes to press release writing? Believe it or not, numerous inexperienced content writers make more than a few embarrassing mistakes while trying to come up with a good press release for a particular client. Read on to discover some of the gaffes novices make, and learn how to avoid them.

1) Fabricating facts

This is one of the worst mistakes writers can make while trying to come up with an exceptional press release, which would capture the attention of a larger number of journalists and media channels. Don’t ever try to fabricate facts or accentuate the attributes of your new products and/or services. Be honest and transparent at all times and try to present all facts in an entirely objective manner. Do not share biased information, as it will most likely be ignored by experienced reporters. Also, boost your credibility by backing up all of your statements with hard numbers, allowing you to prove a point.

The bottom line: Stay true to yourself and distribute only 100% accurate, verified information to avoid embarrassing surprises that could end up compromising your credibility in the long term. 

2) Making your press release sound like a sales pitch 

The main goal of high-quality press release writing is to get that 10% of the public (industry experts, editors, and journalists) on your side, encouraging them to communicate your message to a wider audience. Some content writers neglect this fact and make their press release sound like an extremely boring, predictable sales pitch, trying to talk people into doing something. Don’t fall into this trap. Make sure your press releases are informative, truly useful, and display no-nonsense content.

3) Not opting for the inverted pyramid structure 

Keep in mind the fact that you write for busy journalists who have a nose for news. They aren’t willing to waste time on facts that aren’t newsworthy. This is why it is extremely important to opt for the inverted pyramid structure when it comes to press release writing. The essential information (and the most important keywords relevant to your business) should be placed in the first paragraph for maximum impact on your audience.

4) Neglecting the crucial importance of the mandatory “about” section

Assuming that your new accomplishment has already managed to capture the attention of many editors, are you prepared to answer additional questions? Do your main recipients know where to find you in case they want to know more about your buzz-worthy achievement? Numerous content writers seem to disregard the vital importance of the “about” section placed at the end of your press release. A short bio will help journalists discover essential details about your company in a time-effective manner.

5) Opting for a dull, messy, unappealing, extremely long title 

A press release that does not benefit from a short, concise, attention-grabbing title will most likely be rejected by reporters and editors who are constantly looking for exciting topics that could be received with great enthusiasm by a larger segment of the public. A dull, flat headline will get you nowhere and will most likely compromise all of your hard work.

Avoid these 5 common mistakes and always remember that practice makes perfect. If you need a helping hand when it comes to press release writing, count on an experienced content writer with the skills, the in-depth knowledge, and the expertise required to bring you one step closer to the free media exposure that you’re hoping to get.

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3 Differences between Press Release Writing and Advertisement Writing

press release writing

These days, the battle for supremacy in any field of activity is fought on overcrowded digital markers, and high-quality Web content in the form of landing pages, press releases, and blog posts offers any business a much-needed competitive advantage. All of these instruments have their own particularities, despite the fact that they serve the same end goal set by all company owners: bigger revenues correlated with an enhanced online visibility and maximized client engagement in the long term. In this context, is there a noticeable dissemblance between press release writing and advertisement writing? Of course there is! Read on to spot the 3 essential differences between these two concepts and come up with a correct, successful content market strategy for your brand.

1)     Press releases attract free publicity while advertisements require a financial investment

Why do you write press releases in the first place? You write them to make an important announcement. Perhaps your company is about to launch a new product or service, to organize a prestigious event, or to implement an innovative technology. Either way, you want to make the most of extensive media coverage without breaking the bank to support your goal. Press releases give you access to free publicity by bringing your new achievement into the public’s attention.

On the other hand, advertising requires an allocated budget and forces a company to pay for the amount of ad space considered necessary. Moreover, while a press release offers you no control over the way in which your information will be interpreted and incorporated by journalists in their articles, a paid ad gives you all of the creative authority that you need in order to make your message heard when you want it and, most importantly, how you want it.

2)     Press releases and ads have different lifespans

Your paid ad can be in the center of everyone’s attention for a long period of time. In fact, you can promote it on different media channels for as long as you see fit. When it comes to press releases and their highly beneficial, cost-free publicity, things are very different. You can only submit one press release announcing one achievement. This type of Web material has a short life span, taking into account that respectable journalists will include it only once in their articles, while it’s “hot” and newsworthy.

3)     Press releases inform, paid ads persuade people to act in a certain manner

A well-written press release offers a considerable amount of information on a new event, product, service, organization, or brand and it is crafted by content writers who want to create buzz around a certain company and make it stand out. In other words, press releases inform, but do not try to talk people into testing a new service, buying a newly launched product, or subscribing to a newsletter. On the contrary, people who read an advertisement are fully aware of the fact that the company that paid for it is trying to sell them something. Press releases including a call-to-action component are considered low-quality material and are usually ignored by journalists. Moreover, a press release written and distributed to manipulate the targeted audience, which sounds pretty much like a paid ad, will most likely impact the brand behind it, compromising its credibility and affecting its popularity and profit margins for a considerable period of time.

Press releases and paid ads are two different, extremely powerful tools used by companies all across the globe to enhance their influence and their profit margins. If you want to grow the online presence of your company fast and cost-effectively, high-quality press release writing services are your best option.

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4 Vital Aspects of an SEO Press Release

seo press releaseSome businesses religiously issue press releases. Some companies may have been in existence for 10 years but never resorted to this public relations tool. Why should a company worry about an SEO press release? Here, we will outline 4 vital aspects of an SEO press release and what it does for your business.

What does a press release do for your business?

A press release is a way to communicate with journalists and the public. It keeps the market up to date with changes within the organization. It also lets journalists know about newsworthy occurrences within the company. If a journalist decides to write about your organization based on a press release your company has written, this is essentially free advertising for your business.

Companies should consider press releases as an essential part of public relations and marketing. They should create a schedule for publishing these documents online or off-line. If journalists see that you are consistently publishing information about your organization, they will routinely check back to find out what is currently happening within the company.

What does a press release do for Internet marketing?

Since companies now have the ability to publish press releases online, this form of communication has taken on an entirely new aspect for business marketing. Not only does it increase exposure of the organization, it can also help create important links for your business.

The number of incoming links that a company can create will affect its search engine ranking. Certain links have a greater impact on ranking than others do. For example, a link created by the organization from a forum post has less impact than a link created by an authority blog in that niche. Links that are created by government agencies or educational sites have more impact than sites created by other businesses. Links created from press releases also carry more weight.

When you create in SEO press release, you are allowed to include a link to a page of your website. That is an incoming link and it is established by a reputable site. This will have more impact on SERP than links you may have created going out to other forms of marketing on the web.

What does a press release do for content marketing?

Internet marketing and content marketing are not the same thing. Content marketing refers to strategies used to bring attention to specific forms of content that a company created. These are usually inbound strategies that lead individuals to a blog or specific landing page within a website.

A press release can help with content marketing in two different ways. The first way is that it will include a hyperlink to a specific page on the website and draw attention to the content. Because these links have more value, a press release will appear predominantly on a search engine results page. This can help increase the number of visits to a website than other forms of inbound marketing.

One of the main problems with creating a content marketing strategy is making sure that the company has enough valuable information on their blog. Consistently coming up with content ideas can be difficult. An SEO press release gives a blogger a valuable topic for a post. By taking the press release and restructuring it, you can use it for other forms of content on your website or in a post.

What does a press release do for market share?

There are many different types of people who search for press releases on the Internet. People who own stock in a particular business may look at press releases to learn more about the company and what is going on within the organization. Individuals who are doing research when looking for a company for a specific product or service may want to review press releases to understand more about the organization and how it contributes to the market.

Journalists and bloggers also review press releases and share that content in their own posts. When they add your company’s information to their sites they have to include a link to your press release, which includes a link to your business website. If the blogger or journalist is considered an authority in a field, other bloggers and individuals will re-post that information in those links to people they know.

One well-crafted SEO press release has the ability to increase the exposure of your company and its website more than any other form of content. It also has more potential impact than an offline press release. That is why companies should not only consider creating an optimized press release; they should also consider doing it on a regular basis.

When you post consistent press releases on the Internet, you will have multiple links back to your website that are considered important by search engine rankings and individuals. They will allow you to create a reputation that you are the market leader in your specific field. People will learn more about your organization, and journalists will be more inclined to write about your products or services. You have a better chance of having the links of your press release shared by bloggers, Internet-based new services, people on social media, and individuals who are interested in looking at your organization to purchase your products or services.

Many businesses don’t truly understand what a press release is and how it can benefit the company. This hurt the company’s public relation efforts before the creation of the SEO press release. Now that the opportunities have gone viral, the fact that businesses don’t utilize this form of content marketing can severely hurt their online rankings. If a company does not understand how and when to craft press releases for its business, it should consider hiring a subcontractor or public relations company. There are businesses that specialize in online press releases and using them to help a business create awareness for the media and the public. This is a strategy that cannot wait; companies need to consider adding SEO press releases to their contact marketing efforts today.

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