7 Steps to Building the Perfect Press Release
When starting a new site, one of the most proven techniques for driving traffic and getting the word out, is sending out a press release. Companies like PR Web, and Business Wire, are some of the leaders in this industry, and will do it from $80 to $360. However, sending out a press release and just expecting the traffic to flock to your site…is not the answer.
The truth is, there are some techniques for making this not only a good way to increase the buzz about your site, but also getting exposure by some authoritative resources like, the Accossiated Press or the Wall Street Journal…just to name a few.
So, how do you go about making your first press release shine like it was written by a pro? Well, keep reading:
# 1 – Timing is Everything: Having your press release go out on Saturday afternoon is not as effective as Monday morning, when everyone is back into the routine, and catching up on the news they missed over the weekend. If it goes out on Saturday or Sunday, you can be guaranteed it will fall to the bottom of the stack when the new work week rolls around.
# 2 – Make a Good First Impression: If you have any experience running PPC campaigns, than you know how important the headline is. Since most press releases will end up in the online version of a newspaper, this means a good headline is important for exposure and good click through rates. If you don’t think you can pull it off, hire a good copy writer…or pay for the top package on PR Web, and they’ll write it for you.
# 3 – Add in Pictures or Other Media: Most companies allow you to add up to 3MB of graphics for your press release. Anytime you can give a visual representation of your product, take advantage of it. Like I said before, since most newspapers post all of their articles on the internet, some even allow you to add video with still pictures.
# 4 – Use Plenty of Quotes: Adding quotes from an authoritative source will only add credibility to your point. If you’ve been in the respective industry for a while, I’m sure you can come up with other people who have done business with you. If it’s a blog you’re trying to promote, than get a fellow blogger to give a positive quote, and promise a link back. It can never hurt to ask. Heck, quote yourself. They wanna know what you think too.
# 5 – Make Sure They Can Reach You: When sending out the press release, make sure the company doing it knows to include all of your contact information. Don’t settle with the having just a sign up link..add in your e-mail or telephone number. Create an e-mail for the general public that can handle an influx of spam.
# 6 – If You’re Not The Best…Than Don’t Say It: When trying to get into a competitive industry, don’t come out with both arms swinging. It’s like saying you’re the best Point Guard…before you’ve made the basketball team. With that said, avoid using superlative terms like, “best”, or “greatest”, let your work and product do the talking. Your job is to get the traffic flowing, so you can prove what you’re really wanting to say.
# 7 – Don’t Forget Facebook: I’ve it debated whether you should add your press releases onto your social networking accounts…of course it’s OK! What else are they for? This is also a good way for smaller media outlets to pick up what they missed. In fact, add the press release onto your site. Some say this is duplicate content…but if the AP can get away with slinging content onto thousands of new sources, I don’t think it will be a problem.
The only way to perfect the art of coming up with the perfect press release, is just flat out doing it. Again, let me know how it goes!
