Get the PR Visibility
that will Drive Website Traffic, Leads and Sales
By: Erin Jones
______________________________________________________________
If you want to get your company
noticed, in a hurry, press releases are one of the most effective ways to
achieve rapid results – but only when they are well crafted and executed
flawlessly. Follow these 10 tips and you’ll be amazed at the website traffic,
leads and sales that can result from this public relations mainstay.
1.
Make it newsworthy. Your press release should contain information that is both
timely and relevant to your readers – information that reporters want to pass
on. Newsworthy topics include new product announcements, major company
milestones, new customer wins, even upcoming presentations or events on key
industry-related trends.
2.
Start it strong.
Use your headline to grab attention and tell readers why they should see what
you have to say. But headlines should also be short (between 90 and 120
characters) to encourage social sharing. If you need to put more in, use your
subhead to underscore the key message and continue to capture reader interest.
3.
Write like a journalist. Press releases should always be in third-person and in
the classic “reverse pyramid” news format with the most crucial news creating
the lead. Your first paragraph should summarize the main announcement points.
Use the rest of the release to provide details, background and data on why the
news is important.
4.
Stick to the facts. Tell the truth and avoid fluff, embellishments, hype and
exaggerations. Try to stay away from buzzwords and marketing-speak that may
make your press release read more like an advertisement.
5.
Avoid industry jargon. If you need to use industry acronyms, do not assume all your
readers know what they mean. Spell out acronyms on first reference and do not
use industry terms that are not commonly known without first defining them for
your readers.
6.
Embed your keywords. Press releases are a great way to drive search engine
optimization, so do remember to embed your top keywords in each release – but
do so strategically. Too many embedded keywords and links will work to your
disadvantage. Keyword “stuffing” can impact press release pickup. For optimal
results, use just two or three keywords per press release.
7. Keep it
short. You press release does not need
to be long to say it all. Average press releases should be between 400 and 600
words. If you need to room for more, consider linking to additional materials.
8.
Quote the experts. A press release is a great opportunity to leverage “third
party” resources to help you tell your story. Consider quoting industry
analysts, customers and thought leaders to validate your message.
9.
Proofread, and proofread again. After your press release is written, have at least one
more person review it to eliminate confusing sentence structure, typos or
punctuation errors. Refer to the AP Stylebook for the proper journalistic style
that should be used in all press releases.
10.
Use the right distribution channels. Sending your press release to the right targets is just
as important as its content. Distributing it over a wire service is a great way
to ensure broad visibility and enhance your website search engine optimization.
However, directly targeting and submitting to the editors and publications you
care about most can be the best way to assure the reporters you really want to
see your news, will have that opportunity. Sending a press release to a media
distribution list that has been customized for your announcement will
dramatically increase the amount of coverage you receive.
Fuel the success of your press
release programs by following these simple tips and you’ll achieve fast results
that always keep you ahead of the competition.
About the Author
Erin Jones is a senior account
manager and media relations strategist for Edge Legal Marketing. With more than
23 years of public relations experience, Jones spearheads inventive media
relations programs to drive brand recognition and thought leadership for Edge
clients. In addition to her passion for the media, Jones is also an avid NASCAR
race fan whose favorite NASCAR driver is her own son, Devin Jones.
