In the days of old, press releases were written by powerful PR professionals in high-rise offices and then submitted directly to journalists for major newspapers. The goal was (and still is) for a major news source like the New York Times to pick up the story and print it for their millions of readers.
The internet has changed the press release landscape, though many of the same rules still apply. Press releases should still be written in proper AP style, with correct grammar and punctuation. The casual writing style of most blogs should be avoided, since many news sources quickly dismiss unprofessional press releases. What has changed is that press releases are no longer limited to the realm of big business PR…virtually anyone can do it! That being said, you must play by the rules if you want to be successful.
Each press release should have value to it. Everyone wants the opportunity to tout themselves or their company, but simply promoting for promotion’s sake isn’t effective. Online press release distributors are much more relaxed with these rules (some are stricter), so you may be able to get away with more than the Times would publish. Nevertheless, it’s important to stick with newsworthy events. Think: product launches, new hires, new services, company-sponsored events, annual reports etc.
A well written press release may not land on page 1 of the New York Times, but page 1 of Google and Yahoo can be just as exciting and lucrative.
When writing a press release, keep in mind some simple search engine optimization tactics. Use an eye-catching headline that includes one of the key words you’d like to be found for. For this blog post, I wanted “press release” and “search engine optimization” included.
An effective press release can vary a bit in length, but you should aim for 3-5 paragraphs, and most certainly fewer than 500 words. Write in clear, concise language, and be sure to include your company name and the industry you work in. If you’re releasing a new product or service, include details like when the product/service will be available and the locations they can be found.
“(Company) is pleased to announce the release of its latest (product). Available in most major electronic stores on May 15, the new (product) is expected to improve (whatever it does).”
Always, always include a company profile at the end of the press release. In it you should describe the company, how long it has been around, the business it operates, location(s) or base of operations, etc. Also include a way for readers to contact you, like a phone number or email address. Some people choose to include their Web address here too.
Once you’ve written your press release, you’re going to want to go back over it with a fine tooth comb. Cut out excess words and fluff sentences. The idea is that a news source will contact you and ask questions for more information. I’ve heard that some writers will cut out 40-50% of their writing when they edit their press releases! If you include a bunch of sales text and self-promoting sentences, your writing will be dismissed very quickly.
Next you’ll need to submit your press release to a variety of news sources and distribution sites. It doesn’t hurt to submit your story to your local newspapers and TV stations – especially if your announcement is locally focused. I also recommend a number of free online press release sites including 24-7 PressRelease, 1888PressRelease, PR.com, and many more. Premium pay-sites include Prweb.com.
When USA SEO Pros submits a press release, we usually do so to nearly 40 distribution centers. This improves the likelihood of publication (not every site will publish every press release) and will increase the sheer volume of sites that will have your information about your company!
Search engines love press releases from reputable sites because they recognize the fresh, dynamic content. Stale is the last thing you want for SEO, and a press release is a great way to remind the world that your company exists and that you’re doing some exciting things.
USASEOPros offers press release writing and distribution services to our clients and many have taken advantage of it. We take the time to research your company and your industry, and then we craft a concise, well written press release that will dramatically improve your search engine ranking position!
Any amount of quality, professional content that provides relevant information to the reader will always perform well for SEO. A press release is a fantastic way to get started! If you have any questions or would like more information about press release distribution, submit your inquiries to press@usaseopros.com.
By: Zack S.
