Your company takes action – a new product or service is launched, a partnership agreement is reached, a new executive member is hired, you won an award from a national association. These are all examples of press releases I’ve managed in the last few weeks. Rather than react to what’s going on around them these companies create their own news cycle inexpensively and effectively through press releases. You can too.
Advantages to distributing your news through press releases are many:
- Reach audiences by industry including journalists who write on the topic, bloggers and potential buyers.
- Increase traffic to website. Improve site ranking in search engines. Get listed on top news sites such as Yahoo News and Google News.
- Position the company as a trustworthy source. Retain a credible third party, online presence that you can link to.
- Measure interactions using analytics. Increase your authority with backlinks from authoritative sites.
To create your own news cycle target the audience by industry or region. The length of the press release should be 400 to 500 words. Add images or video. There is no place in the press release for untruths or exaggeration. When in doubt, leave it out. Use keyword phrases especially in the headline and first paragraph. When people search for these terms your release may be among the organic search items presented by search engines.
Reach Journalists/Media Outlets
Write a potent headline. Craft a compelling first paragraph revealing what’s covered and why. Include facts and quote reliable sources in the body. How is your news going to make things better? Include specific locations and names. End with a summary paragraph. Be sure to include contact information.
Reach Prospects/Customers
Press releases can be targeted for a buying cycle. For someone just beginning to look for information, Lee Odden, CEO of TopRank, suggests adding comparisons to the competition in the release. In mid cycle, he emphasizes price and features. For prospects ready to buy, he recommends including specific offers that are easily accessed through a link.
Reach Industry Influencers / Your Network
Distribute your press release through a news service (PR Newswire, Marketwire, Business Wire, PRWeb). Their “page rank” passes on to every press release. Rates for distribution can range from $89 to $950. Free services are an alternative but have less impact.
Send an email to your own network with a link to the news release.
Mention whomever or whatever news outlet picked up your release in your social media channels such as Twitter, LinkedIn and Facebook.
Be consistent. Jon Wuebben, author of Content is Currency, recommends sending out one press release per month. An effective press release strategy relies on multiple, timed releases. Search engines often rank by how recent the content is. Your competitors may be generating news as well, so it’s best to keep your news flowing.
The Internet has democratized the use of press releases. Yet the ability to craft a release, target an audience, and unleash all the opportunities available after distribution should be skillfully executed by a knowledgeable professional who understands news cycles. Connect with a content writer who has online public relations experience to reap the benefits of press releases for your company.
