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How to Do press Release?


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A press release needs to answer a couple of major questions: What is the announcement you’re sharing and why would the media (be it TV, radio, publishing or Web) or anyone else consider it newsworthy? If you can answer those then you’re on the right track.

Next, determine how to make your announcement to the world without being overly “salesy.” Press releases are meant to inform the community (in this case the Web community) of an important announcement. They aren’t meant to be one big ad. So brainstorm the who, what, when, where, why and how of your announcement and be sure to discuss why it’s newsworthy and what needs it answers for the community at large. It’s also helpful if you include data from studies or statements from experts related to your announcement. For example, if you’re selling a weight-loss program, refer to data from studies that used similar methods to what you’re offering. That’s just an example, I’m sure you’re actually selling weight-loss programs. After that, you’ll need to perform some keyword research. There are tons of articles on how to do this effectively. If you’re still unsure, you might want to use a software for your keyword research or else hire someone to do it for you.

IMPORTANT: DO NOT over-stuff your press release with keywords. Again, that’s not the point. Focus on the announcement you’re making, and use your keywords ONLY where it makes sense in natural conversation or writing to do so.

I then suggest researching a proper press release template (a Google search will turn up plenty, or you might also consider supporting one of your fellow sellers here who might sell a press release template or writing service). Then model the content of your press release after that template. This is to ensure that it will be accepted no matter which sites you intend to publish on.

Once you’ve gotten your content in place, read over the rules of submission for each of the sites you plan on publishing to. Then tweak your release to conform to them. Some have specific character limits for the title, subtitle / description and body content. Some only allow a certain format. Some allow links within your release, some don’t. Be sure you know the rules and follow them to avoid your release not being approved (or your account being banned).

Finally, and I can’t say this enough…PROOF-READ. THEN PROOF-READ AGAIN. GET SOMEONE ELSE TO PROOF-READ. Did I mention proof-read? There is NOTHING worse than someone submitting news that is full of misspellings, grammatical errors and unanswered questions. Conversational pieces are one thing, but your press release should be as professional as it possibly can be. Put yourself in the position of a journalist or blogger or other news source. Would you give a second thought to a poorly-written press release?

Hope that helps. The Web has a ton of tips on everything from thinking up good press release headlines to how many paragraphs or expert quotes you should include. Just do some searches, check out some well-written ones to model after, then get going! If all else fails, find someone on here who is willing to write one up for you. Just be sure you give them detailed instructions.

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