A well crafted press release can bring free media coverage, traffic and new customers to your business. In this post we cover what the essentials are for a successful press release.
Identify your target audience – the first step in creating a press release is to identify who your target audience is. It might be that you will need to create several releases on the same piece of news. This means that you will be able to target a variety of audiences by providing the information from different viewpoints. For example, a new business partnership for your company may interest audiences such as the share holders, the niches of either party and the customers who are interested in the new resulting product. Each of these audiences will have a different viewpoint.
Headline – a compelling and engaging headline is what grabs the attention of the reader and will lead them to read more of the press release.
Seo – writing your press release with keywords that will perform in the search engine results will pay off in terms of your coverage. However, care needs to be taken that the Press Release still reads well for humans, and not just for the search engines.
Good writing – Well written and succinct articles will travel further. At the very least the writing should use good spelling and grammar.
Interesting angle – there are many events in the lifecycle of a business that could warrant the writing of a press release. For example, the release of a new product, new employees, a business expansion or even a move to new premises.
Distribute – if you are using printed publications, check the copy deadlines. Send the release to the editor, news and features editors. The internet has many online services such as www.prweb.com to send the release to. Using their premium service, the release will be distributed further afield.