Press Releases

Press Release Writing Tips

Here are some tips to writing a press release that rocks - and gets read!

What makes a great press release?

• Catchy headline that is straight-forward and concise. Don't get too creative.
  
• A strong news hook. Announce a new study, new product or cool service. Remember a press release is for news!
• Use good keywords. Pepper words you want to rank in Google for throughout your release.
• Use good anchor text. Anchor text are words you hyperlink to your website. If you want to rank for "Best lingerie store" then link those three words to your website.
• Include visuals. Press releases should include a photo of your product as well as a pull out quote, company logo, etc.
• Have a call to action. Always direct readers to your website, store, special offer, etc.
  

How do I find a good story angle for my press release?

Understanding what makes news will help you develop a solid press release. News can come from anything that is new, unusual, proximity to a location, interesting, heartwarming, controversial or involves prominent people. Here are some questions you can ponder when finding a topic for your press release:

• Is the way you run your business different to other companies?
• Have you created something that is the first of its type?
• Are you helping people make or save money?
• Is there an angle that suits the economic times?
• Have you given an old idea a modern twist/
• Is there a green/recycling/organic message/
• Can people improve an aspect of their lives by using your products?
• Is there an interesting international angle?
• Does the founder have an interesting life story?
• Are there any celebrities (local or international) involved? Customers?
• Is your product or service going to improve the lives of children?
• Is there an educational angle?
• Does your business relate to anything that has been in the news recently?

More press release writing tips:

• Keep your key messages in mind throughout the release. What are the 1-2 things you want people to take away from your release?
• Use the first paragraph to introduce your product or service. The most important information should come first.
  
• Keep you sentences short and to the point. No one likes to read a novel.
• Talk directly to your customer, not the journalist. Explain how your product or service will improve their lives. Don't just list the features, explain the benefits to them.
• Remember to include a 'call to action' for example, "to see the whole range go to www.mynewproduct.com" or provide details on how to buy it.
• Include pricing on your release.
• At the bottom of your release list any 'expert' that you have available for interview. This could include you.
• Remember to include your contact details - very important!
• Include copies of your images at the bottom of your release. Make sure they are compressed (low resolution) because o one will be happy about you clogging up their inbox with huge email files. If you have several images number them so the journalist can ask for them by number.

We can do it for you!

If you don't feel confident or comfortable writing your own press release, you can hire us to help you.

The fee for us to research your product or service, discuss the target markets with you, and then write the press release is USD $300 (+tax). The fee includes up to two sets of changes.

What do I need to get together first?

Gather as much of the following information as possible:

• Clean product shots (if you have a product)
• Professionally shot 'lifestyle photography' (images of your target market using the product or service)
• Your company logo
• Prices, service descriptions
• A clear idea of your target market(s)
• Where/how do people buy?
• If you are going to offer someone for an interview, you will also need a picture of them and a good bio too.
• Testimonials or case studies from clients or customers
• Why did you come up with the idea? Company history, etc.