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How to Write a Press Release
Written by Suzann Kale   
Saturday, 07 April 2007
How to Write a Press Release or Article
 Press Releases and Articles for Content Sites

An easy and quick way to jump-start your site traffic is to write a press release and/or an article for a "Content Site."

A press release, also called news release, is a short piece ( 80 to 600 words ) about your site, distributed to hundreds or even thousands of interested recipients. It's an announcement, basically saying "Here I am, come have a look." The trick is, though, it's got to have a "hook," a reason for being, a noteworthy component. It can't just say "Hi," it must answer the questions "What is this and why is it important?" Examples would be the launching of a new product, a change in personnel, a new service and how it can better the reader's life, an event, or a change in direction such as an acquisition or location change. Press releases are submitted to on-line distribution sites - some free, some fee-based.

A content site article is a magazine-style piece that you write and submit to a content provider. From there, the article is available to the public to copy or download and use in any way that's compatible with the content provider's terms. Usually web administrators use these articles to populate their own sites, when they don't have time to write their own articles. Why would you give away an article for free? Because at the end, you get to put your own website contact information, often including a live link to your site. You establish yourself as knowledgeable in your field, and people will click on your link after reading the article. Some content providers let you put links to your site in the article itself. But it must read as an article, not a press release - so you must go easy on the self-promotion. These pieces are between 300 to 1000 words. Most content providers do not pay for your article. There are a few who do, but unless you're goal is to be a paid freelance writer, I suggest giving your article for free. It's quicker and easier, and gets the word out faster.


1) Start with a great title.

a) Titles should be short but pithy.
b) Put your best keyword as close to the beginning of the title as possible.
c) Do not use all caps.
d) Make every word earn its keep. Instead of "Our Best New Lampshade is Now Available", say "Handcrafted Lampshades - Brightening Lives."

2) Write a 1 to 3 sentence "teaser."

a) Many press release distribution companies will have you put this teaser in a box that is separate from the main copy.
b) The teaser should continue the thought of the title without repeating the title, and entice readers to want to know more.
c) Use keywords, but don't sacrifice good writing.
d) Keep the teaser newsy, rather than blatantly promotional. You'll keep your readers longer.
e) Again, keep it pithy. Instead of "These are handmade lampshades that you will love," say "Quilted and colorful, vintage-inspired patchwork lamp covers create a cozy look." Note that since the keyword "lampshade" was already used in the title, we used a synonym in the teaser, rather than repeating the same keyword. That's part of making each word earn its keep.

3) The body should start with another teaser.

a) Press release distribution companies don't always show the entire piece to potential recipients. Some show the title and teaser; others show the title and the beginning of the body text. For this reason, the safe course is to continue the teaser, but make it the beginning of the actual text. That way you're covered, no matter what part of your piece is shown.
b) Make this "second teaser" 1 to 3 sentences long.
c) Write it to fit in smoothly between the actual teaser and the body text.
d) Format it as the first paragraph of your body text.
e) It might read, "One-of-a-kind lighting touches can instantly change a room's mood. KittenClaw Lighting has acquired a full-line of hand-decorated lampshades - for floor lamps, table lamps, and party lights." At this point you can begin to re-use keywords and introduce new keywords.

4) The body text must sound "newsy" and fascinating rather than promotional and in-your-face.

Remember, this is not an ad.

a) Use lots of keywords, but make it sound natural.
b) Use your company name and URL ( and / or a live link ) in pivotal places within the text; where they make sense; where the "news" naturally flows to your company name and URL. If you plug yourself too often in too many places, people will stop reading.
c) Some press release distribution companies allow live links, photos, and / or logo uploads. Some do not, and some will charge for them..
d) Take the time to write well. Reading your copy aloud after it's been written is a good way to see if it flows.
e) Check for spelling, typos, syntax, and grammar. If these are not your strong points, have a co-worker or friend proof-read the piece. Never submit text that isn't your very best. It will do more harm to your company than good.

5) Contact information is usually entered into a separate box on the distribution company's submission form. This is another chance to include the URL of your company.

6) When using live links:

a) Make sure your actual site URL is mentioned somewhere in the copy. Live links often have the company name only.
b) Never use throw-away words like "click here" or "try our offer." Use your company name, or better yet, use keywords that relate to your destination page.
c) You may be given the choice to have readers open your link in a new window, or replace the current window. Choose the option that best suits your needs.


Where to Send Your Press Releases

There are two main avenues of distribution.

One is going directly to the distribution service's website and submitting your press release online. These companies then distribute your information either by
a) sending it to pre-targeted groups that are interested in your topic,
b) keeping it on their site where prospective publishers can browse and find it, or
c) feeding it to interested parties through various RSS and other feeds.

The other is to acquire distribution software. You enter your copy into the software only once, and it goes out into cyberspace and knocks on doors for you. The problem with the software route is that many press release companies do not like getting bombarded - so they've added blockers to their sites. The software then can't get your press release in.


How to Get the Best Results from Distribution Services or Software

Gone are the days when we can send our press releases to a few key newspapers. To get the most exposure, it's best to go through a distribution service or use a software package, which can theoretically reach thousands of targets. The number of people who actually pick up your press release for publication or inclusion in their own articles depends on:

a) The quality of the distribution service
b) The quality of the writing in your press release
c) The popularity of your subject matter


Be Cautious When Using Services or Software

Many people submit the same release to a number of services. That's fine, and you can then use tracking software to see which service performs best for you.

But be very careful not to submit to distribution services that merely send your material to a link farm. Same with software - make sure it's not filled with link farms. (A link farm is a destination page that's filled with a bunch of unrelated links and maybe some incoherent text.) Appearing on too many of these "free for all" link farms can damage your Google rating.

How do you know if you can trust your service or software? If a service, go to their website and read their Terms. Read the fine print. Read the press releases they have and check them for quality. Find out who owns or runs the site, and email them with questions. Read the FAQ sections.

For software, type it into Google and read the reviews. Don't buy software that doesn't have reviews. If necessary, check out each target by going to the URL and making sure it's a real site.



Our next subject, How To Write and Distribute a "Content Article," will be posted shortly.
 
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