Press Releases - Express Writers

15 Tips for Writing a Great Press Release

January 1, 2021June 11, 2014 by Adam Oakley

Awesome content is involved in writing a great press release: from the newsy headline to the text body that gets read, quoted and shared by interested news audiences. All too often, businesses and brands have neglected these useful tools. In The Power of the New Press Release, we recently discussed what exactly a press release is, what an amazing PR includes and why you should invest in well written releases. This blog delves a little deeper with the current rules involved in today’s successful press releases, and how to come out on top if your goal is writing a great press release. 6 PR Writing Do’s for 2014 According to PR News Channel, “for businesses looking for a different way to utilize the Internet and create an online profile, a press release can be a great way to spread news about your company, business, product or service.” Sounds great, right? The problem is that all too often people go about writing a great press release incorrectly. Somehow they miss the Do’s and do the Don’ts. Do write for people, not search engines. We’ve seen a lot of articles talk about writing PRs for search engines, but this tactic changed in 2014. You see, in 2014 the world of SEO evolved. The focus is now on quality content written for people, not search engine crawlers or robots. If you write with your audience in mind, crafting a piece of copy people will want to read and share, search engine indexing will come naturally without any fuss. Do optimize for keywords without optimizing. Wait, what? I know, it sounds redundant. But it works! It’s fine to have a keyword or two (even a keyword phrase) in mind. Imbed it in your copy by inserting it where it naturally (and logically) belongs. Never, ever force a keyword or keyword phrase. If it doesn’t read smoothly and logically, it will hurt versus help. Do link to relevant web spots. You’ve no doubt heard of backlinking. Linking to relevant web spots (blogs, articles and content) by using words that accurately describe your company’s product or service will cause search engines to associate those words with your website. Do link to social media. Use your press release as a window to social media. Link it to your Facebook and LinkedIn pages. Ask your audience to follow you and like your posts, including your press release. Don’t be afraid to ask them to share it as well. Do include quotes. Writing a great press release involves personalization. It’s important to give the reader something memorable that they can connect to. Quotes are perfect for achieving this, and they even build relevancy and credibility. Do embed a little extra value. PR News Channel recommends imbedding a complementary YouTube video in a press release, but they note that not everyone can (or will) apply this tip. Instead of pigeonholing a video, we think you should instead add a little extra value that fits your brand, such as a free gift or limited time offer. Extra, Extra! 3 More Tips Copyblogger made an awesome statement about the modern press release: “Stop writing press releases, and start writing news stories.” In other words, when you sit down to brainstorm or write a press release, a key to success is thinking of it as a news story. Ever notice how news stories go viral? Why is that? News stories cover a story, use a hook or two, and cover an angle. They make people care. Likewise, your brand’s press releases should hook the reader and cover the story from an angle that makes them care. Here’s how you do this: Do tell a story. Everyone loves a good story. Tackle your press releases from the perspective of a storyteller. Understand why the reader should care and stay focused on the why throughout the copy. Do present value. Telling a story is not in and of itself good enough. Readers want value. They want a reason to delve into your copy. Use your PR to present value by pointing them to your blog, requesting information or encouraging a purchase. In other words, slip in a call to action with attached value. Do tart a discussion. People love social media. They love discussions. They love to get involved. Use a press release to encourage all of this. Link to your social media, encourage comments and jump right into the discussion. Persuasive Tactics Are Key Copyblogger published a copywriting 101 blog about the structure of persuasive copy. The accepted structure of persuasive copy is one of the best structures to utilize when writing a great press release for online (and even offline) publication. The epic thing about modern PRs is that they are published online “as is.” Therefore, the more care you put into structure and style, the better the resulting PR will be since standard publishing formats don’t apply. Modern PRs are savvy tools limited only by your creativity. As you write, consider the following: Do be specific. Avoid vagueness at all costs. Vague information serves no valuable purpose. It wastes the reader’s time and detracts from your reputation and credibility. Your assertions, facts and statistics should be ultra-specific. Avoid general statements or unsupported information. Do demonstrate credibility. Press releases are seen as excellent opportunities to build credibility, especially when treated like a news story or bulletin. Your can assert your credibility through statistics, studies, expert reference and appropriate testimonials. Do assert authority. Writing a great press release involves asserting your authority on the subject. You accomplish this by being specific and demonstrating your credibility. If you aren’t already a recognized authority on the topic, you had better do your research. Ensure every aspect of your press release is based in provable and clearly supported fact. Do make an offer. Explicitly presenting your product or service to your audience is vital. You need to be bold and firm. Address and relieve the reader’s risk of acceptance. Stand by what you say. Explain or … Read more

5 Ways in Press Release Writing to Get Your PR More Publicity

January 1, 2021April 25, 2014 by Adam Oakley

Here’s a riddle for you: what’s short, concise, compelling and newsworthy and can boost the online visibility and profitability of your business by spreading the word about your most recent accomplishments? You know the answer to this one: it’s a bird, it’s a plane, it’s a press release that travels fast to satisfy the universal hunger for premium content that is tormenting both bloggers and journalists every single step of the way. Press releases are extremely valuable content pieces designed to support your online marketing strategies and help you make a name for yourself. How to Write Press Releases Like a Pro Writing press releases is not art and it’s not science. It’s a combination of both elements. In order to create and distribute truly effective press releases, you have to understand how the mind of your targeted audience functions. Empathy is an important piece of the puzzle enabling you to perfect your press release writing skills and resonate with your public and also with your tastemakers, who amplify your message and make sure it reaches an even broader audience. Most people rely on a trial-and-error process to assess the quality and the effectiveness of their web writing. But you are not most people. You can do better than this. According to Raven tips on press release writing, in order to convince journalists to take your masterpiece into consideration and include it in their article, you have to think like a journalist. It actually makes sense. Can you image how difficult it must be to identify truly amazing newsworthy facts when you are bombarded with tons of written junk and mambo jumbo on a daily basis, when you’re really craving for stellar content and accurate, trustworthy sources of inspiration? In order to perfect your press release writing, you must start by identifying and avoiding these 3 extremely common and annoying mistakes that could turn you into an average Joe instead of helping you enjoy the fair share of fortune and fame that great content creators are entitled to. Press Release Writing Pitfalls That You Should Avoid at All Costs a) Overkill Just Killed Your Press Release. Oops. Make sure you don’t start your quotes with the overrated, extremely irritating fragment indicating that you are really excited to let your clients know that you have succeeded in something. Of course you’re excited! You have all the reasons in the world to be thrilled: you’ve launched a new product, expanded your company or have recently invested time, money and energy in a new partnership. Nobody says that it’s illegal to show a bit of enthusiasm, but don’t overdo it. Keep the fact, but ditch the hyperbole. Downplay the “we” factor in your presentation; after all, your products should be into the spotlight, not your merits, your moneymaking efforts or your excitement. b) Fabricated Facts Never Tricked Anyone into Buying Your Story. Don’t invent facts and don’t include statements that you cannot back with solid evidence. c) Giving Up Is Not an Option: Write Killer Press Releases or Die Trying. Most importantly, don’t lose your hope. Keep your press release writing simple and straight to the point. Emphasize the novelty that is relevant and newsworthy and accentuate its impact on your targeted audience. 5 Ways to Bring and Keep Your Press Releases in the Public Eye While Boosting Their Effectiveness Press release writing is not as difficult as you may be inclined to think. As a matter of fact, there are at least 5 foolproof methods to bring your press releases into the attention of a broader audience and maximize their influence fast and with minimal effort. 1. Create Better Stories. Don’t write press releases just to generate inbound links. It won’t work. Google is already one step ahead of you on this one. By cataloging links in press releases as unnatural, it basically forces content creators to use the rel nofollow attribute. So instead of treating your press releases like plain SEO tools, give them a little bit of credit. They are food for thought consumed on a daily basis by millions of journalists worldwide who are constantly looking for genuine, attention-grabbing stories. Think first, optimize second. Make sure your story sounds too good to be true when it actually is. Self-indulgent sales pitches are so yesterday. They no longer prove their utility, so unless you want to bore a journalist to death, don’t invest your time and money in them. Create stellar stories that can be quoted, which are based on 100% verifiable facts. 2. Keep It Simple. Always write in the 3rd person, present facts from the readers’ perspective and keep it short and simple. A good press release shouldn’t count more than 500 words to prove a point. You are not writing a novel and you don’t get paid by the word, so don’t hesitate to be brief. Get to the point fast and don’t use tons of adjectives to highlight your authority or your amazing capabilities, experience and accomplishments. 3. Rely on First-Class Distribution Strategies. If content is a powerful king, then proper distribution is its influent queen. Make sure you email your press releases to your targeted audience. According to a Copyblogger post on how to use the modern press release, a human touch is what makes the difference between great press releases that are being shared and quoted and mediocre ones that sink into oblivion since the very beginning. Pick up the phone and make sure your targeted bloggers and journalists actually managed to read your story. Distribute your press releases via a good wire service, but don’t forget to explore marketing opportunities brought to you by social media platforms. Sharing your press releases on social networking websites can only work to your advantage, allowing you to raise the online visibility of your brand. 4. Optimize with Maximum Care. Optimize your press releases, but always remember that Google is breathing down your neck. You wouldn’t want to rely on shady optimization tactics that could turn … Read more

Press Releases: 5 Best Ways to Optimize for Google and SEO

December 31, 2020April 16, 2014 by Adam Oakley

Do you have what it takes to create and distribute stellar content in the form of press releases without terminating your friendship with Google? It’s no secret that search engines work around the clock to ensure a flawless web experience for all categories of web users. This means that Google is constantly plotting against content creators who rely on less orthodox search engine optimization to bring their websites on page 1 in search engine results, boost their online visibility and fill their own pockets the easy way. Why Is Google Constantly Blocking Your Way to SEO Success? Unfortunately, the never-ending string of sneaky changes sometimes manages to puzzle even the most experienced webmasters and stop them from getting a good night’s sleep. What seems acceptable today becomes intolerable tomorrow. Google, can you please make up your mind and surprise us with a little bit of consistency? The bad news is that it is not in our power to control Google, its plentitude of algorithm updates and its endless list of surprises, which is probably longer than the one that Santa prepares for us on every single year. The good news is that even though we cannot anticipate or correct Google’s independent spirit, we can adapt to these new challenges and breathe new life into our old content marketing strategy. The Good, the Bad and the Dangerous of Content Distribution via Press Releases You may be aware of the fact that Google has a real problem with bad link building strategies. And by “bad” we mean deceptive and designed to manipulate search engine results to the webmaster’s advantage. According to Search Engine Watch, Google may also be bothered by press releases that are created and distributed to help a certain website occupy a better position in search engines without actually doing readers any favors. The same source mentions the fact that Google seems determined to squeeze every single drop of SEO juice from press releases; this appears to be a diabolic master plan that was rolled out quite some time ago. The most pressing problem that has recently come to our attention is this: Google is actually cataloging links in press releases as “unnatural”. As a result, it is compelling webmasters to nofollow them. So what does this major change mean for companies and organizations that depend on properly optimized press releases to highlight their mission, vision and purpose in business? Search Engine Watch reveals that in 2006, press releases were a real gold mine for SEO experts who knew how to give wings to an inspired marketing message and optimize quality content for search engines at the same time. 8 years later, press releases are no longer considered the Holy Grail of search engine optimization. On the contrary, sloppiness and your refusal to comply with Google’s rules and guidelines while writing press releases can get you in serious trouble and expose you to considerable penalties. Don’t say you haven’t been warned: according to Search Engine Land, press releases won’t help your rankings. This statement is supported by Matt Cutts, who revealed that press releases cannot and will not improve your current position in Google. So what’s the best method to keep risks at bay and still profit from the good that still lies in every single well-written press release? People who want to rely on press releases to spread the word about their companies by publishing their content via article websites or paid wire services such as Marketwire, Business Wire or PR Newswire are advised to nofollow their links, especially if they represent optimized anchor texts. In this particular context, the rel nofollow attribute seems to be a life preservative that is your one and only hope when you are just about to sink in an ocean of gray hat SEO tactics and uncertainties. When in doubt, just use rel nofollow to stay in Google’s good graces. Rules may be created to be broken, but this is certainly not the case. The nofollow tactic seems a simple, easy to implement preventive measure that could enable many content creators to avoid penalties. But older press releases that have already been distributed and republished by countless sources are the real concern in this case. Rel Nofollow: A Life Preserver That We Should Hold On to When It Comes to Optimizing Press Releases In this particular context, one question is on everybody’s lips: will the ghost of already archived press releases that are all over the Internet haunt its creators and distributors? How much time will paid wire services need to clean up this mess and implement new sets of rules to avoid mishaps that could make Google really angry? At this point, nobody can provide an accurate answer to these 2 pressing questions that are on everybody’s mind. What we do know for a fact is that nothing can stand in the way of clients who want to share their newsworthy facts with the whole world; not even Google’s mood swings. Businesses depend on press releases to boost their visibility, promote lines of products or new services, diversify their clientele and improve brand awareness. From this point of view, press releases are undeniably powerful allies and nothing can change this. There’s only one alteration that should be factored in at this point: links should be handled with gloves. The rel nofollow alternative represents a viable option at hand for people who don’t want to let Google stop them from creating and distributing first-class press releases that have what it takes to inform and educate a broad audience. In other words, content creators shouldn’t exclude links from their strategy. On the contrary, they should include one or two to help readers land on a company’s blog or website and stimulate them to take action. However, the new changes made public by Google, related to link building strategies in press releases may bring us back to an old-school form of premium PR work, which is not necessarily a step back. After all, PR … Read more

6 Tactics For Getting More From Your Press Release Campaigns

January 1, 2021March 22, 2014 by Adam Oakley

Regardless of people saying press releases are going the way of the dinosaur, we all know a great press release is important in bringing more people to your company. Press releases will get the public to come see the new aquarium addition, go to a book signing, listen to a newly released album, and most importantly, visit your website. This blog will help you find some great tactics for making a larger impact and get more from your PR campaigns. First, Let’s Discuss The Importance of a Press Release. Like we said, a lot of experts seem to think press releases are going to become unnecessary, but we disagree. Nature shows us that extinction of the dinosaurs did not affect the alligator or crocodile; they are still alive and well. So too are press releases. A powerful press release can tell people information about your new company or site, or tell people when you are holding an event, whether it is in-person, or an online get-together. They can also tell you why a company or product is important. Press releases are still vital for the success of your business! Update What You Believe When Releasing a Press Release Because of the newer forms of technology, press releases have amazing opportunities to be done in a variety of ways. You don’t have to stick to antiquated methods and, in fact, those methods probably will not generate the amount of leads you want. Here are a few ideas of how to get your press release out, the new way: Tweet, Tweet. With the invention of Twitter, you can release your PR in a form of microblog. Give a brief, yet enticing, one-liner to include with a link to your formal press release. This helps grab people’s attention, and once you have their attention, they will read your PR. You can even build up to the press release for a few days, making sure people know it is on its way. Facebook. This is another great way to release your new PR. You can give a bit more detail on Facebook as opposed to Twitter, making it easier to hit a few highlights of your press release. Do not give too much away though! Make people feel the need to read. Publish Your Press Release as an Article. Copyblogger says that great press releases are great articles. Instead of just providing a link to a PDF, consider actually releasing it as an article on your site. This format can actually help engage more people and keep their attention longer. Pinterest! Really? Yes! Making your press release into an infographic is a great way to get more shares. This can be shared on Facebook, Twitter, Google+, and other social media sites and is perfect for Pinterest and Tumblr. Make it pin-worthy and you will see your press release shared more than a simple PDF. Now, Let’s Talk About How to Get More from a Press Release. Here, we will talk about a few ways in which to garner more response from your PR campaign and how to make it available to wider audiences. 1. Have You Considered Mobile? If not, you really need to reconsider your current marketing techniques, because there is a whopping 143 million Americans who have smartphones. That’s a lot of people using mobile phones for more than just calls. When writing up your press release, think about how you can optimize it for mobile readers. Will the typeface be too small on their screen or will the general layout be too bulky? Is it user-friendly? These are questions you have to consider when going mobile for any of your content. When it comes to a press release, it is imperative because you want people to read all of the release, not just some. Your wordy press release is not the best option for mobile. Considering a few of these tactics can help you as you setup your mobile format. Infographics Get Your Information Across Quicker. When it comes to a mobile platform, an infographic is one of the best ways to get your information out there and make it accessible for mobile users. Look over your press release and figure out which points matter the most to your company and put them on your infographic. Those points are what mobile users are looking for, but many may want to see more information. Provide a link to your press release within the infographic, so people know where to look. Shorter Sentences Are Best. When writing content, you always want to make sure you provide enough information regarding your points, but when it comes to a mobile platform that is not the best method. Those lengthy paragraphs will lose mobile readers quickly. Shorter sentences can get your point across without causing too much information to overload the mobile reader. Get Your Message Across Powerfully, but Quickly. Mobile copy can get your information out there in a quick and powerful way. This format makes you think about what the most important elements are, and when someone reads something interesting or powerful, they are more apt to get off their phones and head to the web copy version to get more information. Make it Quotable. People love quotes. With this in mind, make your copy quotable. This goes for regular copy as well as mobile copy. If you make it quotable, people will remember your press release and what it was about. They are also likely to share your services with others. 2. Make it Portable while Keeping its Substance We know you want to keep the substance and meat of your press release, and we are here to say it is possible to keep that meat while making it easier to manage. By “easier to manage” we mean, make it something that can be broken down into one paragraph or a sentence. People like to read the basic information and then “unpack it; ” they are more likely to share something that … Read more

How to Write a Press Release for an Event

January 1, 2021February 13, 2014 by Adam Oakley

If you want your event to shine and be well-attended by your target audience, you want to create a buzz by sending out a press release. But, with so many people on information overload via social media, texts, and emails, how do you generate excitement? What do you know, if you don’t know how to write a press release that will garner interest? What elements should your press release include or exclude? How much information is enough? How much is too little? Should you send out a traditional press release, or would an online-only press release suffice? Including the following elements should give you a good outline of how to write a press release for an event, while generating a buzz that will tell your reader that yours is not an event to be missed! (View more press release writing tips and examples in another of our blogs.) The 6 Essential Points of How to Write A Press Release for An Event Here’s a lowdown of what you need to create in order to correctly know how to write a press release. Remember: for a press release to get noticed today, quality wins! Keep reading and we’ll break it all down. 1. Headline Grab the reader’s attention with a strong, catchy headline with keywords that people will most likely use in their search. This is your opener and what will make your reader want to read on. Include the name of the event and either the location or theme of the event. You won’t want to give too many details up front. If you’re writing an online press release for an event, know that Google will index 60 characters and Yahoo, 120 characters. Use Title Case for your headline. (See what PRWeb says about press release headlines.) 2. Summary Next, write a summary of one to four sentences. It may be a good idea to write this section last, after you have written the rest of the press release. It will be easier to summarize after you have the rest of your points down. 3. Dateline & lead paragraph These elements range from 25 to 30 words and answer the “who, what, why, when, where and how” questions of your event. Keep the text simple and stick to the critical elements of the information. The format is: City, State, (name of service or publisher of the press release, e.g. GOOGLE), Month, Day, Year – details. 4. Body The body of the press release is where you really get to tell the story of the event. This portion of the release will usually have two or three paragraphs. Use the first paragraph to elaborate on the details of the event. Talk about the target audience, any guests who will be featured and their background, and the benefits of attending. If the venue is historic or ties in with your event in some way or the date coincides with history or a special anniversary with your company, mention this. This part of the press release can be a bit more descriptive than previous sections. 5. A boilerplate statement to follow the body The boilerplate is a chunk of text that can be used repeatedly, just as an “About” page is used on a website. This is where the details about your company are listed including; the services you provide, and perhaps names the key executives as well. It can contain your mission and vision for your company. This is the public persona you wish to project for your company. 6. Finally, the press release should include contact information This is the company name, telephone number, address (if you wish, it is not necessary in a press release), the company’s website address, the name of the key person to contact about the release, and an email address. Those are the nuts and bolts of writing a press release for an event. Now, let’s look at a basic dos and don’ts list for writing a press release for an event, so you can make your PR a cut above the rest. DO’s: Start out strong and succinct. You need to grab your reader within the first few words. Use active voice. Vibrant verbs create interesting and fresh copy and draw the reader in. Identify a point person where readers can direct their inquiries. Use a professional tone without jargon in your writing. Using slang, hype, and too many exclamation points may come across as more of a sales pitch, turning people off your event. Tell an interesting story with your press release. Remember you want people to be drawn to your event. People are busy. They need to know how they will benefit by attending. Send the press release out in a timely fashion. Sent too early, people won’t remember it; sent too late, they may already be committed to something else. Two to three weeks in advance is a good timeline. Use a “hook.” Tying your event into trends, news, and social issues can add excitement and urgency to a press release for an event. The reader feels they are getting more value by attending than staying away. Keep your press release within 300-800 words. Spell check! DON’Ts Use clichés and common phrases that sound like a sales pitch. Fresh copy keeps your reader reading to the end. Give away everything. If you want the reader to go to your website for more information, give them the desire to do so. Leave them with questions about the company, and they’ll go to the website. Address your readers directly by “you.” Refer to your company as “we” or “I.” Create emphasis by using multiple exclamation points or ALL CAPS. These techniques lessen the credibility of your event. Use bullet points or long lists. Search engines may reject your press release identifying it as an attempt to overload your document with SEO, and bulleted lists belong in an article, not a press release. Include an email address if you’re writing an online-only release. The email could be picked up … Read more

The Power of the New Press Release

January 1, 2021February 5, 2014 by Adam Oakley

Critics have been questioning the future of press releases for years. And sometimes it seems like the naysayers could have a point. With constantly changing Google algorithms, the immediacy of microblogging, and the effortless accessibility of information on the Internet, it can be easy to be swept away in the sea of doom and gloom. But have no fear. Doom and gloom, have no place in press release discussions. No, instead of “RIP press releases,” we say, “Long live this straightforward and news-worthy content!” (Sorry, not the catchiest chant, but stick with us, ok?). In fact, we believe with solid, well-written copy and an effective distribution service, this “What, When, Who, Where, How and Why”-centric article format could be one of the most powerful and far-reaching components in your company’s communication strategy. Wait, What is a Press Release? But we do need to pause and make sure we are taking a modern, savvy approach to this very worthy tool in our copy toolbox. In a world of social media and blogging, it only makes sense that press releases, a stalwart in the media world since the early 1900s, must also continue to evolve with the latest communication channels. It’s not time to leave the mighty press release behind. Rather, it’s time to figure out how to incorporate each press release seamlessly into the rest of your content campaign. According to Entreprenuer.com, a press release is a “public relations announcement issued to the news media and other targeted publications for the purpose of letting the public know of company developments.” And we agree, although we’d like to expand the definition a bit. In addition to “news media and other targeted publications,” we’d like to add that modern press releases should also be written with influential social media users and bloggers in mind. That’s right – today’s press release should have more in common with a postable article than a stuffy, formatted disclosure of facts. So here’s our definition of a modern press release: The key background facts of newsworthy business events written in an easily readable manner that appeals to media pros, social media mavericks and interested customers. The New What, When, Who, Where, How and Why of Press Releases As we alluded to above, a press release addresses the six basic elements of any major event: What, When, Who, Where, How and Why. But what exactly do we mean when we say “What, When, Who, Where, How and Why” – and how can you adapt it for both on and offline success? What — Press Release Content You may be sick of hearing this from us, but we will never EVER stop saying it. Quality content is crucial. Crucial to your readership. Crucial to how people interact with your content. Which finally, is crucial to your all-important search engine results. (If we could figure out another way to drive home the crucial-ness, we totally would. Because it is…well, you know). Press release content is no different. Quality content is king in this realm, too. This is because the audience (more on that in a second) expects a specific format and impeccable grammar. Traditionally, in a well-organized press release, the key details of the event were addressed in order of importance. That’s it. No embellishment. No sales-y pitches. Just the facts in a succinct, well-researched manner. Today, many of the same press release standards are in place. The easily accessible facts are a must. The absence of sales-speak is just as important. The format – mandatory. But in the fast-paced Internet world, where an online magazine or blog may grab your press release in full, a few updates are in order. Dry content is out. Engaging readability is in. Here are just a couple of our expert press release tips. Attention-Grabbing Headline: Internet readers’ attention spans are notoriously short. So gaining their attention in a crowded, information-overload setting is the first step to making sure your information is distributed successfully. Ok, quick! Which article would you click on? Computer Store Announces New Location -or- Thousands Await Life-Changing Technology to Move In Just Down the Street You’re right, both convey the same information, but one has you ready for more, while the other is equivalent to a copy desert – dry and without hope. So garner your press release — and thus your store opening — interest with click-enticing headlines. Quirky Quotes: Give your press release a unique voice by getting the principles in on the story. Don’t simply quote the facts, “The store will break ground in May 2014.” Quote reactions to the facts. If the storeowner says something like, “The store will break new ground with technology people have only seen in sci-fi movies.” That, my friends, is the quote you want. And remember, even if your article is not picked up in full, these facts provide a much-needed backbone for potential news articles, blogs and social media updates. We’ll show you how to effectively bring social media into the mix in a moment. But first… When — What kind of event calls for a Press Release? First and foremost, a press release must be news worthy. Don’t waste people’s precious time and patience with bland announcements. Reserve the power of the press release for true, industry-rocking events, milestones, or projects. The same computer company who used a press release to spread the word on their groundbreaking store can also use a press release to communicate: Carrying or Developing an Innovative Product Hosting Grand-Opening Event Hiring a World-Renowned Computer Guru as their CEO Offering a New 24-Hour Home Service Avoid tactics like scheduling weekly releases. In the absence of true news, you’ll likely have to resort to unfortunate hyperbole — “We’re the ONLY ones with mouse pads” — about mundane things. Also, don’t use a press release to spread bad news. Much like an attention-grabbing headline, the subject matter must be intoxicating enough to stop people in their tracks. To keep … Read more

How to Write a Press Release for an App

January 1, 2021December 10, 2013 by Adam Oakley

Why would you want to know how to write a press release for an app? Because this gloomy scenario is all too possible without a good press release… How To Write A Press Release For Your Awesome App Blood, sweat and tears have been spent on developing an app. It’s the most awesome app in the world. But nobody uses it, because they don’t know about it. Press releases have been around for years. They’re one of the oldest and most favored ways for companies to inform the public (and potential clients) of newsworthy happenings in their company. Content marketing and social media marketing have been taking the spotlight recently when it comes to promoting a new product. Yet by tweaking and adjusting the traditional press release, your mobile app could receive top reviews and write ups from some of the most influential voices in your sector. The question isn’t simply how to write a press release for an app. The question is how to write a press release that gets noticed by the right people. A good press release looks at the “who, what where when and why” of the app. These are questions that you will undoubtedly have thought about in relation to your audience. But in order to write a stellar press release, you need to examine the same questions. What What are you doing? You’re sending a press release to communicate with the world that you have a new app or have made changes to an existing app. This is news and should be written in the style and tone of a news article. Who Who are you sending the press release to? The beauty of a press release is that it can be ultra-targeted. It’s a good idea to make a list of the names of different journalists and bloggers who will be interested in writing about your app. Where Where will you be sending the press release? While press releases are somewhat of a traditional form of promotion, they are able to reach a wide audience. Not only can you focus on newspapers and magazine editors who might be interested in your app, but you can email sites and online communities too. There are a number of free sites that accept press releases. It’s also worth looking at location. If your app is useful to local businesses in your area, an obvious option would be to email editors of the business section for the local papers. When When is the best time to send your press release? This is completely up to you. You could send it on the release date of your app or before. Sending the press release before your app launches can help to cause hype about your app before its release. But remember to include the words “under embargo” to let people know that your app isn’t available for download just yet. Why Why are you writing a press release? You’re writing it to share information about your new app with the world via traditional and non-traditional media channels. Once you have the answers to these questions set firmly in your head, you can begin to understand how to write a press release for an app. Press releases are not Ezines or blog posts, and the rules to what makes a good press release and how it should look are fairly similar across the board no matter what vertical your app falls into. The best approach to have when writing a press release is to keep things direct, to the point and uncomplicated. This counts for everything from the formatting of the press release right down to the style and tone of the piece. Fluff, hype and shameless promotion do not belong in the press release. Only the facts will be told, nothing more and nothing less. A good press release consists of three main areas: 1. Headline and introductory/tagline This should be captivating enough to pique the reader’s interest and make them want to know more about your app. Once they are interested, they should be impressed enough to want to use, review and write about your app. But remember; no hype. 2. Main body Here is where you describe the features and benefits of your app in more detail. Remember to use as much factual evidence as you can gather and present it in a way that is easy to understand. 3. Contact and information At the end of the document you should include a little background information about the company and include contact details. Some key points to remember before you send your press release are: Check, check and then check again (and again) – A press release full of spelling and grammar errors will at the very least irk the writer who is expected to review your app. At worst, they could put you and your company and all of your future apps on their very own mental block list. Not exactly a great way to celebrate the launch of your shiny new app. You’ll also need to check that you’re not waffling at any point throughout the press release. Long press releases are often discarded, and as a rule, it’s best to keep all information on one page, two at the very most. Lay everything out upfront—include the press release in the body of the email. Many companies actually have policies preventing them from opening attachments. Others simply find the extra click too much like hard work when they’re receiving (and binning) a multitude of emails every single day. Have your information laid out easily in the body of the email with an attachment as well so the journalist can skim the content and save the attachment if they like it. First come, first served – All the most important information needs to be right up at the top of the document. First paragraph should include the most important facts about your app. Not all of the information presented in a press release … Read more

A Comprehensive PR Writing Guide with Press Release Examples

January 1, 2021December 9, 2013 by Adam Oakley

Press releases are pretty straightforward. They only deal with facts and you don’t have to worry about convincing people to buy a product that they’re not really interested in. So, writing a PR shouldn’t be any trouble at all, right? Wrong. Why You Need To Follow Press Release Examples A lot of writers that happen to be brilliant creative writers can still struggle with Press Releases. One of the main problems that some writers come across when writing press releases is trying to keep everything concise. A lot of writers might be used to padding out their work and looking for extra little tidbits that will help them reach their target word count. The press release is a completely different beast though. Sometimes the best idea is for a writer to look at a press release example to get a feel of how a good PR should look and feel. The Search Is On Now, you would think that looking for press release examples would be fairly easy. Uncle Google provides plenty of answers to more complex questions every day. But then when you type those three small words in to the little box and hit enter — you get more than you bargained for. Which Example Is Best? There are small press releases and large press releases. There are press releases by industry and press releases by date. With all these examples, how do you know which one will suit your specific needs? In order to figure this out, you’ll need to know what your needs are. How much do you really know about writing a press release? What kind of questions do you need to have answered before you can write the perfect PR? Let’s start from the beginning. What Do You Need to Consider? Press releases are solely for newsworthy events. This is an extremely strict rule (although one that many people break regularly); but that doesn’t mean that PRs can’t cover a whole host of subjects. They could be about anything from a merger between companies to a business offering a discount for some reason. 1. What’s it about? Make a note of the news that you need to write about in the press release. If a company is opening its doors for the first time in a while, look for similar PRs by typing in search terms that might be used for your company. 2. How should it read? The examples that are thrown out from this search will more than likely give you an idea on the style and tone of a press release (hint: it’s not conversational like a blog, PRs are serious stuff!) as well as how the press release should be presented. Generally speaking, a PR should be made up of around 4 paragraphs that give details of a company’s news to interested parties. 3. What should it include? You’ll notice that PRs won’t use any more words than necessary to tell the facts of the story. This is for two reasons. One: the structure of a press release is designed to give all the major details at the very start of the article to make sure the reader gets all the important information even if they don’t finish reading the full piece. And two: to make sure the important information isn’t cut off if the editor decides to shorten the article. Templates Because the basics of press release writing follow the same rules, the structure of PRs can be quite uniform. So it stands to reason that as well as studying a live version of a press release example for content ideas, many writers like to use templates to write their news releases as well. There are a number of good programs that utilize press release templates: Word – As part of the Microsoft Office suite, Word is a popular choice for many writers. Typing “press release” in the search box for online templates will give several options for PR templates that the user can fill their own details in for a quick and professional look. Microsoft Publisher – Writers can follow step by step instructions from one of the thousands of ‘How To’ articles online and make their own template using a program like Microsoft Publisher. They can then save the template and use it every time they need to write a press release. Due to the uniformity of PRs, writers should be able to use the same template each time with minimal amount of tweaks. PRWeb: PRWeb is one of the top leading sites to distribute press releases online. It has the highest amount of traffic and the most-shared news stories in terms of press releases. Here’s an example of a press release we wrote for PRWeb (note the correct title, subtitle & formatting overall): Anyone Can Write a Press Release This is absolutely true. Anyone can have a go at writing press releases — in the same way that anyone could have a go at driving a car or walking a tight rope; not everyone can be successful at it. Anyone trying to write a press release and knows how to follow good press release examples needs to remember some fundamental points about how it should look, how it should read and what it needs to contain. Looking at one press release example can help with this. But looking at a number of examples that show both ends of the spectrum will give an even better idea. Things to Remember Press releases don’t have to be the most complicated thing in the world. Remember to: Use a bold headline to grab attention List the news first and tell people everything they need to know in detail Look at other PRs for a similar event within the same industry. Make notes on what does and doesn’t work Answer the main questions that everyone needs to know “who, where, what, why, when and how?” DO NOT sell anything to anyone. A press release is always objective and only … Read more

Content Strategy Tips: 6 Ways An Amazing Press Release Works

January 1, 2021November 8, 2013 by Adam Oakley

Have you ever wondered what sets a press release apart from an ordinary article? What makes them so special and how do you format a press release to serve its purpose? In order to achieve the goals set forth by a press release, it can be helpful to know what it is supposed to do in the first place. While there are many good press release examples, there are also plenty of poorly written ones. A Press Release: The Start Of An Amazing Content Strategy When writing a press release, there are several goals you should keep in your mind in order to stay on course with the word count and purpose. 1) Write the Right Type of Headlines. Too many times a writer may say something like, “Samsung to Unveil a New Product” and while that title isn’t the worst title ever, it doesn’t draw the reader in. What if the reader doesn’t recognize Samsung as a provider for the electronics they use? You may encounter people who will associate Samsung with TVs but in reality, you are writing a press release for an innovative new phone. The audience will glance over the release and move on if they are looking for a new phone. Try a headline like this instead, “Samsung Launches never before seen Features in a New Phone.” This type of headline gives the reader an exact idea of what to expect when they continue reading. 2) Provide the Necessary Info Quickly and Succinctly. No guesswork and no digging. You wrote the press release to disseminate information, yet sometimes the press release can leave the reader wondering where to buy the item, when it will be released, what to expect, and even who is responsible for the release. This works for the release of a new item, opening of a new venue, and even the announcement of a new hire. Maintain the fine line between giving away all the information and luring the reader in to read the website, in depth feature list, and obtaining more information. You want the reader to be alerted to the news item but to also desire to find out more. According to several journalistic sites, the shorter the press release, the better. Keep it under 400 words. In fact, you will probably be forced to narrow it down if it comes in over that word count. Short and sweet will get the point across and not consume the reader who just wanted to know the quick version of the news. 3) Make it Fun! When constructing a press release, it is vital to keep in mind the purpose is to release news, but the balance between interesting and professional can be met when you learn the correct way. A fun headline, quirky quotes, and even humor about the past can bring the audience into the story in a humorous manner. Consider writing a headline that twists the words around to create an angle that will be clicked on such as: “Brave Mountain Lion Fends Off Group of Hikers” instead of “Hikers Injured Fleeing from Mountain Lion.” There are other examples where the author has sensationalized the headline a bit but the article itself still has the facts and necessary points to make it a worthwhile piece. Check out some of the controversial and eye-grabbing headlines on the Mirror. 4) Create Headlines, Sub-headlines, and Other Techniques To Help The Reader Skim. Not only will this help the reader glean the necessary information, but also it can give the reader a quick idea if this is an article they really want to read. With so many authors writing misleading headlines, the sub-headers can assist in the overall goal of the piece for the legitimate press releases. By making the release digestible for the reader in a tablet form or even on a cell phone screen, you are ensuring the maximum amount of exposure. When was the last time you got a link for an interesting article, clicked on it through your phone, and closed out of it based on the fact that your screen was full of text that didn’t let you scroll through it quickly? 5) It Should Be Worthwhile Reading. The Internet is not called the “Information Superhighway” for nothing! It isn’t called the little dirt road of information but rather denoted as the biggest mode of transportation, and your press release can get lost in the midst of all the options. Not only will there probably be other articles on the same topic but some will have graphics, charts, and crazy pictures to go with it. What will yours have? If a reader can get the main idea through skimming bullets, headers, and quotes, your press release can be the one referenced in their encounters throughout the day. Not only will they use your information and possibly spread your link, but you can have the satisfaction of knowing the public is learning about this news worthy item through your work. 6) Quotes! Use quotes—but only the ones that matter. If the company is opening a new store, hiring an exceptional new employee, introducing a new product, it is safe to assume they are happy with it. So by stating the obvious, “the team is happy with the news,” you are wasting good space and the reader’s attention. Would they really be announcing the news if they hated the new hire or were embarrassed by the new release? Probably not, so steer clear of the obvious so as not to offend or annoy the reader base. You’ve probably read some great press releases examples in your search on the web. One of the best ways to create that catching piece is to go back and read the ones that caught your eye. What was it that made you continue reading? The title, the headers, the pictures, the easy to understand terms, or the way the reader engaged you throughout? By emulating those features, you can write an outstanding piece with … Read more

Can A Press Release Still Benefit in Today’s SEO?

January 1, 2021October 26, 2013 by Adam Oakley

Back in the day just about everyone had a press release. In fact, a lot of companies abused the value of press releases by “releasing” anything and everything — whether it was truly newsworthy or not. But, when Matt Cutts, the head of Google’s webspam team, announced that PRs won’t help SEO ranks, website owners went into a panic. Now business owners and other professionals are worried the time and resources they put into press releases won’t do them much good anymore. Or will it? Press Release, SEO, We Think So. PRs Back Then Back in the day, before Panda, PRs were miracle workers. Search engines indexed press release distribution sites higher and links from those sites helped boost SEO ranks, according to AuthorityLab.com. As more SEO experts caught onto this nifty trick, press releases were exploited. The number of useless, copied and poorly written news releases on the web grew exponentially. Think of the last time you searched through a PR site. How many newsworthy pieces were there versus useless junk? You can thank that exploitation for all of the useless posts. So, is this why Google is telling you press releases are worthless today? Not necessarily. While there is some truth to what Google has to say about press releases, there are a few details they’ve left out. Don’t Use Press Releases as a Sole SEO Tool — It Won’t Work PRs today are about the news — not quick distribution of keywords and links. When you publish a release for your company and/or website, it should talk about newsworthy content — such as a company promotion, new product release, sale coming up, etc. Press releases are, however, searchable by Internet users looking for a particular topic, industry, company or product. So, they can still boost your SEO, but if you send out hundreds of useless press releases you’ll get back little to no results for it. Yes, You Can Still Link Up Press releases can still have links, but the number of links and what’s considered safe is still up for debate. You should, however, include one to two links back to your website, blog or product, according to Cheryl Conner in her article on Forbes.com. If you’re going to put links in your news release you need to do so strategically and when it’s contextually necessary. Don’t just add your link randomly; instead, add it where it makes sense to add it, and where the reader can benefit from the link being there. How Press Releases Have Been Effected The Panda and Penguin releases have taken their toll on traditional press release SEO, but SEO specialists still report higher rankings with the use of effective newsworthy releases. PRs, however, don’t have the same short term effects they used to have; instead, are used for long-term benefits. Go Big or Don’t Go At All If you’re going to write a press release, write a high-quality, relevant one. Most companies ignore how critical the PR process is and they waste money on low-quality, useless writing attempts. Press releases are still successful, if you’re willing to invest in them. Press releases, according to SearchEngineWatch.com, fuel the fire for social media. They encourage engagement and social interaction and can be used as a launching pad for company information. Press releases are all about getting the message delivered to the audience, encouraging clicks to outside sites and increasing social sharing. So, if you’re going to spend the money and take the time to make a press release, it needs to be something people: Want to read Want to share on social media Want to click and learn more about Before you release your press release, make sure it’s well-researched and creatively written. A quality press release is something that: Is newsworthy and something that must be announced Isn’t selling someone something, but still has a purpose or call-to-action (i.e. follow on social media, visit the website, contact the company, etc.) Doesn’t focus solely on keywords Is authoritative and pleasant Is written in a professional, journalist style Press Release Reality Check Now that you know the PR is still valuable, it’s time for a reality check. While press releases encourage visitors to click through and can increase traffic, that’s not their sole purpose. They help increase your company or brand’s social exposure and they increase user experience. Press releases build your company or brand’s authority and reputation and they inform your audience on what’s new. Press releases, however, cannot do everything. They’re not meant to make inbound links nor should they be your only SEO marketing tool. If PRs are part of your link building strategy, you’ll be disappointed in their limited (or nominal) results. And, lastly, press releases are not meant to target or increase SEO based on keywords. Google might have limited what press releases can do, but one thing that is for sure is Google didn’t limit the impact a quality press release can have on your company or brand. Reasons Why Your Press Release Isn’t Working These days’ news releases are just a way of life for companies and brands. Hired someone new? Distribute a press release. Have a new product? Get a press release. Planning a sale? Well, everyone wants to know about that. You might be thrilled about your newsworthy content, but if you don’t write a quality newsworthy release, your news isn’t going to attract anyone — including those who might actually be interested in what is going on with your company. The reason most press releases flop is because the person writing a press release doesn’t understand the difference between a press release and a general blog post, article, or social media announcement. Press releases are: Created to inform the public about an event, product or something that has occurred in your company. Written in a concise manner that gets to the point and doesn’t drag on with useless sales content. … Read more