In some ways, it’s a bit of a lost art.
But the truth is that a well-written press release in the digital age is more effective now than it ever has been. You just need to make sure that it looks like a professional wrote it.
Here are a few general guidelines.
Make sure your headline is concise and attention-grabbing. It needs to tell your audience why they should keep reading.
If you have a subhead, it should add new information instead of restating what you already said in your headline.
Use flawless spelling, grammar and punctuation. Proofread your press release several times, and ask a friend to look it over too.
Give all relevant information (the who, what, when, where and how of your story) in the first paragraph. Journalists need to know these essential details before they decide whether it’s worthwhile to dig deeper.
Flesh out the rest of your press release with compelling facts, quotes and statistics. These details make your story more memorable.
Check all links and URLs to ensure that they work properly.
Keep your press release to one page if possible.
Write in the third person and keep your tone objective. Remember that a press release is a news story, not a commercial.
Finish with a strong call to action. Make it clear what you want the audience to do.
Don’t forget to include accurate contact information so reporters know where to go for more information.
These are just a few of the guidelines that will help your press release stand out as the work of a professional.
Now the next question is...why bother?
There is a rumor going around that press releases are obsolete and that they no longer work.
Well, here’s how that nasty rumor got started.
Businesses try desperately to gain media visibility by writing and distributing press releases. Unfortunately, most reporters are completely inundated by all the press releases that are sent their way on a daily basis. As a result, they may not even read most of them. This situation leads to the false perception that press releases have lost their effectiveness in the digital age.
But actually, this is completely untrue.
Press releases are more useful now than they ever were before. They are a powerful secret weapon when it comes to SEO (search engine optimization).
SEO is a complex concept, but one of the most essential aspects of it is the ability to get content near the top of the search results. If you own a furniture store, it is greatly to your advantage if the name of your store comes to the top of Google whenever someone in your local area types “furniture stores near me” into the search bar. Online searches have largely replaced phone directories and newspaper ads as the preferred method of researching products and services.
So how do press releases play into all this?
With quality press release distribution, your press release can be sent to hundreds of media sites. That means the name of your business and a link to your website may appear repeatedly on the Internet, driving up your place in the search results and bringing you more traffic.
In fact, here at Press Release Jet we once did a case study that proved definitively the dramatic impact that press release distribution can have on SEO.
So why is it that so many business owners have seen such poor results from press release distribution?
There are many possible reasons. They may have used a cheap or free press release distribution service that housed their press release on their website, but didn’t do much else. Or mediocre writing and a lack of knowledge of proper format may have caused busy reporters to simply hit the “Delete” button before reading it.
We’re not going to sugarcoat it: doing press release writing correctly is a lot of work. You will need to train yourself on proper formatting and also do some keyword research. When writing your press release, you will need to leave yourself plenty of time for editing and proofreading. Without taking the time to craft a truly excellent press release, it may not be worth your time.
But there is an alternative solution.
Our PR Copywriter service gives you access to our team of professional writers. We have carefully screened each of them to ensure that they can provide well-written press releases with a fast turnaround. Our Concierge package gives you unlimited revisions and a 100% satisfaction guarantee.
Perhaps you have already ruled out professional writing services as outside your budget. If so, you might want to reconsider. We charge just $45 for our Standard copywriting service, and $99 for our high-end Concierge package. These prices will more than pay for themselves with in saved time and increased media visibility.
To make your publicity efforts even more affordable, you can bundle press release writing with our press release distribution service, combining them in one convenient package at prices ranging from $84-$348, depending on the level of service that you require.
For example, our PR Concierge writing service can be combined with Premium Concierge Distribution. That means we guarantee syndication to over 400 media sites. In addition, you get unlimited revisions, a 2-3 day turnaround and a satisfaction guarantee on your writing service. With this combination, the results will be formidable. And the entire package costs just $348, a savings of $299 off the price of each service separately.
With these bundled plans, you can reap the maximum benefits of press release distribution with no effort at all, and very little cost.
If you’ve been struggling with garnering media attention for your business, don’t overlook press release writing as a convenient, cost-effective solution.