Article Vault A - Z (Press Release)


Press Release - The First Step In A Marketing Campaign

A press release is usually a definite statement about a new product or service, released singly or simultaneously via the media. There are many ways to issue a press release, i.e. call for a press conference and give a concise statement regarding your product, write a descriptive note and send it to the editors of all newspapers which you identified for this purpose, send it to the local TV network, the national and international TV channels, depending on its importance and your marketing strategy.

Most of the times, official press releases are short and power packed with the news and details about the product or service, in order to get the attention of the public to it. A press release acts like a launching pad for any marketing strategy; once the product is launched in the knowledge of the public at large, the marketing campaign can formulate ways and means to complement and build upon the official press releases to keep the image of the product fresh in the minds of the public.

An effective press release usually has a definite structure. Its body contains the information in a given pattern; so as to ensure that the news is presented in such a way as to create the greatest impact on the mind of the person whop reads it. The best format will have a two-line title, normally a very catchy one, describing briefly an event or an important aspect of the product or service. In newspapers this could even get to be headlines on the first page.

This is followed by one paragraph which gives a summary, or a synopsis of what the press release intends to say. This paragraph will be able to tell the whole story for those who will not have the time to read or listen to the whole story.

Next, you will have the lead sentence - which is actually a paragraph - whose main aim is to grab the interest of the reader or listener. For this purpose, this is one of the most crucial components of the official press releases. The catchier the starting phrase or paragraph, the more effective will be your campaign.

The body of the press release should carry enough information about the product as to whet the publics' appetite to know more, to see more, to have more. It should showcase its advantages, its qualities, its use and its edge over the competition.

The whole things may be wrapped up in the last paragraph, summarizing the best features of the product or services soothe readers carry this last picture in their minds long after they stopped reading the press release or listening to it.

Most of the times, the first indication of success will be the generation of enquiries from the public about your product or service. The more enquiries, the more interest is generated. While considering the results of the first press release, you need to plan and design your marketing strategy to take your campaign to full success. Tough this sounds easy; a marketing campaign is a very challenging task. Since the press release is almost always the first step in this direction, it has to be done well, since this will become the launching pad of the whole campaign.


Writing An Effective Press Release

Press release writing requires a completely different approach from writing in other formats. Aside from the technical differences in formatting a press release, there are also stylistic matters to take into consideration before launching in to writing your release. Unfortunately, there is seldom any valuable advice available for the would be press release writer, with the professionals eager to keep their secrets close to their chest. In this article, we’re going to buck the trend, and let you know exactly what you need to do to write a killer press release for the benefit of your business.

The first thing to consider when gearing up to write a press release is the format you are going to use. Formatting a press release isn’t like formatting any other piece of writing, and there are specific elements which must usually be in place in order to streamline your release. Traditionally, press releases would land on the desk of busy journalists, and quickly become buried under a ton of other stories, notes and papers. What that means is that from the writing perspective, you’ve got to make sure everything is in place, as it should be, to prevent it being discarded straight off. Firstly, you need a big, bold headline for your release. While volumes have been written on coming up with a great headline, there really is no secret formula. Whatever you come up with must importantly be in a news tone, and capture the interest of the person first reading it. So, for example, ‘My Company Is Getting Ready To Launch A Product’ won’t do much for your release, or your business. However, simply rewording the same message to read ‘My Company On Verge Of Revolutionary Product Launch’ will instantly grab you more attention for your message.

Next, you must create a summary that covers the general idea of your release, again concisely letting the reader know exactly what he needs to know within the first few vital seconds. In formatting terms, this paragraph should generally be in italics, for separation purposes. This should contrast with the bold font in the heading, and normal style text in the body. The summary is again sharp and to the point in a news style, but sheds some more light on the headline, leaving the reader in no doubt as to what you’re about to say.

The body of the release should revolve around what you have to say. Your body must actually be newsworthy, because at the end of the day no one is really interested in old hat. Make sure you emphasize what is newsworthy about your story and why, to guarantee the best chance of inclusion in your chosen media. Further to that, you should include a resource section, which gives a third person account of relevant background information about your company or product or services. Finally, round it off with your contact details, including direct telephone number and extension where applicable to complete your punchy, profitable, press release.


The Main Things To Consider While Writing A Press Release

Create a company letterhead for the press release. Use either standard letter (8" x 11”) or legal (8" x 14") paper for the purpose. The name of the organization, address, telephone number, fax and e-mail should be clearly visible at the top left of the letterhead. The words "Press Release" should be located at the top right. Ensure the name and contact information (address, telephone / fax number and e-mail address) of the person dealing with the press release, are also included. This gives journalists a specific contact point, if requiring further details.

Content and Structure

A conspicuous headline should catch the attention of the reader. It must present a stimulating idea, in appropriate language, which encourages the reader to continue with the remainder of the piece. The first subheading of your press release, if necessary, should follow. Give more information designed to hold the interest and encourage a desire to read further. However, don’t reveal all the interesting information at this stage.

The Body of the Press Release

The main part of your writing should contain a brief synopsis of the topic. Use short, clear, snappy sentences that are easy to comprehend. Build up the attention-grabbing features of your piece to a thrilling climax. Finish off with quotes from people who have encountered products or services. This adds trustworthiness and corroborates claims. Generally, “###”, indicates to journalists the end of the release. If your release is longer than one page, write "MORE" at the bottom of the first page, and repeat the title and date on the second page.

Conclusion

Constructing a press release is not as complicated as it may sound. Most press releases are at most two pages long. Standard press release format is appropriate for virtually any purpose. It is crucial to have a striking, eye-catching headline. Focus on facts and be succinct when detailing product advantages. Also avoid using unoriginal phrases to generate interest; if anything, they are likely to have the opposite effect. A well-presented, attention-grabbing press release is far more likely to be noticed by the media, and to have the desired effect on the audience at which it is directed.


Search Engine Optimizing Press Releases

It is becoming common knowledge that a website that expects to get the most out of its search engine results must search engine optimize its content in order to achieve the highest possible ranking. What is not as well known is that website content isn't the only type of writing that can be search engine optimized to produce a favorable outcome for your website.

As a part of your marketing strategy, you will likely have include the distribution of press releases in order to let people know about the latest events and movements of your business or website. What you need to recognize is the fact that this is also one of your best opportunities to employ search engine optimization, and take advantage of another opportunity to have the search engines work in your favor.

To do this properly, there are a few things that you will need to do. The first, of course is to write the press release and make certain that all of your most important keywords are included within its text with a good density. You must then distribute your press release to the right places. There are a number of different press release services out there - both free and paid - that are willing to publish your press release and distribute it to different media representatives worldwide. Among the largest and most popular of these press release distribution websites are webwire.com and prweb.com.

By working with large distribution sites such as these, you'll be making sure that your search engine optimizing efforts are being used to their fullest. The reason is because these sites distribute to so many other sites, and because they are always having their information and content scanned by different search engine spiders and indexers, having your press release added to the possible top results for the keywords that you have selected.

This is such an easy process that it is, in fact, considered to be even easier than writing the press release itself. After all, you need to make certain that the press release is good enough that it will be picked up and republished by other websites, online journals, blogs, and ezines, and not just remain stranded at the press release distribution website, as handy as it is with website ranking.

Remember that the purpose of your press release is not just search engine optimization. That is a secondary advantage. You still want to make sure that the news that you are reporting is spread as far as possible, and read by as many prospective clients and site visitors as you can manage.

This being said, you need to understand that though your keyword needs to be included in your press release, the rest of the content has to be of high caliber. If you are not skilled in writing, you may choose to have a professional press release writer do it for you - they are quite worth the money.

An effective press release will have a strong, informative title, information that is straight to the point without any fluff, no spelling or major grammatical errors, no informational errors, and a healthy smattering of useful keywords. By ensuring that your press release fulfills all of these requirements, you dramatically increase your odds of having your press release well distributed, well ranked among search engines, and well read among your target market.

As far as the keyword is concerned, do make sure that it is mentioned frequently enough to count, but don't paste it into your press release so many times that it doesn't read naturally or that it might register as SPAM by the search engines who will be ranking it. A safe density is usually within the 2 to 3 percent range. Try to use it once in your title, and very close to the beginning of the first sentence in your first paragraph. After that, once or twice in the rest of the press release should do it.

It is important that you never overlook the value of search engine optimizing any online document that you may create. Press releases are among the most effective because of their high distribution, but you should include search engine optimizing in anything that you will be posting.

20 Press Release Tips

A press release is a news release or press release is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Typically, it is mailed or faxed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. Commercial newswire services are also used to distribute news releases. Sometimes news releases are sent for the purpose of announcing news conferences.

1. Make your press release newsworthy and not just advertising for your business. The media wants you to pay for the advertising they offer.

2. Send your press release to the media that relates to it only. Blanket press releases to all media is a waste of everyones time.

3. Press releases should never be more than one page long.

4. Put your header, contact information and release date at the top of your press release.

5. When writing your press release use short sentences and double space your lines.

6. Your header and first few sentences should grab the readers attention.

7. Use the body of the press release to talk about your business, and products or services you have. One way to do that is to tell a story about your business.

8. Proofread your press release several times. This is important. You do not want a press release going out with spelling or grammar errors.

9. Do you have a website? Write a press release about the new products or services you're offering on your web site.

10. Create a press release about the results of an online survey or poll you have completed.

11. Submit a press release about a trade show or seminar you're hosting or attending.

12. Write a press release about a no cost class you are teaching that would be of interest to the public.

13. Create a press release about your opening of a new web site, or any awards your web site has one.

14. Write a press release about a free internet newsletter you're publishing.

15. Create a press release about online products or services you're giving away.

16. Submit a press release about a business association or club you're starting.

17. Write a press release about a famous person that's endorsing your business.

18. Create a press release about a partnership you are creating with another business.

19. Submit a press release about a new book or e-book you wrote.

20. Write a press release about major sponsorships you're doing online.

You can see there are many different ways to use press releases to announce what is going on in your business. Can you think of any others? Thanks to the internet it has become easier to create and announce press releases online.