Business

7 Advertising Tips for Press Release Writers

I won’t say exactly how long, but I have worked in public relations for quite some time. This has given me an interesting perspective on how the Internet is revolutionizing press release writing, as well as press release distribution.

What’s different is that do-it-yourself advertisers, PR consultants, and media seekers such as small businesses, bloggers, ezine publishers, and eBook authors no longer have to wait for media representatives to bless them with media coverage. Everyone now has the power to generate traffic for their establishment or website without the consent of traditional media.

Thanks to the web, you can get your press release directly in front of your target audience. The Internet is making it increasingly easy for anyone to write a release and post it to various places in cyberspace, where many potential customers can find it.

But if you want your information to be taken seriously and acted upon, you’ll want to be much more strategic than just slapping it…

What follows are 7 key tools, techniques, and tips today’s press release writers can use to secure online (and other) media coverage.

1. One of the best practices for press release writers involves SEO (search engine optimization).

Little sets the course for making your information findable like using a keyword research tool like Google AdWords. It helps you identify which phrases your target audience searches for the most. Pick, say, three or four of your strongest related terms, the ones your potential customers are likely to search for in order to hire someone like you or buy what you sell.

2. Write the draft of your release clearly, as if you were speaking.

One and a half pages is a good average (about 500 words, single spaced). vary the length of your sentences; some short, some longer. Sprinkle your key terms five or six times throughout your release, including in the title of your document. Include links to your website or blog in at least three different sections: in the lead paragraph, the last paragraph, and the contact section.

3. Revise your release, and in the process, add your key terms a few more times.

This really helps your SEO strategy as it tells Google and other services what your data is focused on. (For example, my main keywords for this article are the terms press release, press release writers, how to write a press release, and press release distribution.)

4. Sorry, but you should check it again.

This time, you are focusing on the writing style. Look for some kind of drama in your lead paragraph. You need a compelling angle or sentence up front that will engage readers and keep them. Sometimes simply rearranging the order of the paragraphs (or sentences) makes the introduction stronger. Now spell check what you’ve typed for typos.

5. Next, implement press release distribution.

PRWeb.com is one of the best and most affordable paid distribution services available. Not only do countless people visit PRWeb to read what’s new (and sometimes post those press releases on their blogs or contact you), the service also has an RSS feed system that delivers press releases to those who have subscribed to its keywords. This includes mainstream media, online and offline.

6. Also take advantage of some of the free online press release distribution services.

Work smarter, not harder here… If you’re short on time, just choose those that offer their social bookmarking support for free. Some of the free sites also allow you to include a graphic image or photograph. However, almost all sites, for a fee, provide additional visibility for PR writers. (Note: We rarely use the free sites that Google doesn’t select or those that bury new press releases wow on the back of their listings.)

7. Commit to commenting on several major websites, magazines, and blogs.

Choose them wisely and for each one leave a thoughtful and relevant comment with a link to your press release. If you have used a paid service like PRWeb, please use it as a link in the comments, as PRWeb provides more credibility than free services.

If these steps on how to write a release and get publicity seem like more work than you have time for, find an affordable public relations consultant or freelance ghostwriter to walk you through. Choose a committed service that provides you with a custom plan designed to meet your budget, not one that treats you like a run-of-the-mill factory. We are here for you and we can be right under your nose!

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