How to write better Press Releases

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When writing a press release, remember it is not about your business and your new product. It is part of the press release communication but with most things you need more sizzle. Press releases are one way to communicate new offerings but with so many press releases being created each and every day yours will need some attention catching content to get picked up much less noticed.

Here are some tips to help you write better press releases:

1. Remember the Title

Of course you will add a title, but the title will be critical in catching the reader’s attention. And probably deserves as much attention as the press release content itself.
In fact the shorter the title and the more meaningful words you can use at the beginning the better. Remember readers will be scanning the headlines. Try to keep the title to 70 characters, and watch the case of each word to make sure it reads correctly.

2. Include Links and URLs

Include relevant links in your content, including a link to your website, a case study, more information and online demo video that kind of thing. If you have the attention of your audience and they want to keep reading send them to your website to get more details and continue the dialog. Links are especially important if you are submitting your press release through online press release syndication such as PRWeb for example  or adding to your website. Adding URLs is especially helpful in getting your content found in search engines and linked to from other websites to improve your search engine listings.

3. Description Summary

If you are going to submit your press release content through social media or encourage people to spread your news you will want to make sure you add a summary. Sharing the press release on LinkedIn or StumbleUpon will help to get noticed and will make it easier for your readers to share your news with their friends and colleagues. There is nothing better than free promotion.

4. Press Release Content

What you include in the press release is sometimes as important as what you don’t include. Try to include key phrases, and meaningful quotes  where possible. If you are announcing a new product make sure you talk about the benefits and key applications such as where your product can be used. Show how your product solves problems, whether that is reducing costs or saving time.

5. Press Release Strategy

Publishing press releases is a strategy to get you noticed, and to keep your name/brand in front of your customers. Think about what you want to say. Frequency is important too, you do not want to publish press releases just for the sake of getting a release out. It has to be timed correctly as well for maximum effectiveness. For example if you are publishing a new book you may want to send out a release just after your book is on the bookshelf so customers can buy it. Or if you want to build some hype you could send the release out the week before it is available to build up demand. Again press releases should be treated as a strategic communication.

More Help:

• OnlinePRNews has a new e-book, titled ‘The 7 Deadly Mistakes People Make When Submitting Press Releases – And How You Can Avoid Them,’ and is free to download at http://www.onlineprnews.com
• How to Write a Great Press Release: A Sample Press Release Template – Publicity Insider

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• Consider Timing as part of your Marketing
• HubSpot Study: Small Businesses That Blog Get 55% More Website Visitors
• How to get your Coupons to spread
• Does your business have a Tagline?

Tags: effective press releases, press releases

This entry was posted on Sunday, June 28th, 2009 at 12:45 am and is filed under promotion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.