Completed press releases are often published in part or in full by one or more of the targeted media. The best case scenario occurs when an editor or journalist chooses to develop the press release into a full-length feature.
Another useful aspect to press release writing is in the area of SEO article marketing. By posting the press release at certain key websites (these are free), a business or group can enhance the search ranking of its website on popular search engines such as Google, Yahoo and Bing. Many outreach specialists regard a press release as a double-edged marketing sword: 1. It's a traditional outreach tool, spreading the word through traditional media sources. 2. It's a website marketing instrument, helping business and potential web-customers find one another.
Some things to pay attention two when writing a press release:
1. Stay focused on the who, what, when, where, why and how. Who or what is this press release about? When did it happen/will it happen? Where did it happen/will it happen? And finally, why and how? Why is it happening and how will it impact the future? Try not to veer off into abstractions or generalizations. Press releases should be short, simple and easy to read.
2. Use one or two quotes in your press release whenever possible. Get a quote from someone directly connected to the story. This could be the individual the story is about, or in the case of a new product launch, the person responsible for it's creation or development. Someone with authority. "A quote or two in your press release is essential," says Bruce Kentner, a retired public relations specialist from Burlington, Vermont. "It not only makes the piece more interesting and readable, it also lends it an air of credibility." Additionally, if your lucky enough to have an editor or journalist interested in developing your press release into a feature story, the quoted individual can serve as an initial contact.
3. Let's take a look at the press release headline. Each week, media outlets receive hundreds if not thousands of press releases. If you want an editor to read your press release, be sure to kick it off with a crisp headline. Avoid including too many details. The how and why should be saved for the body copy. For example: you're writing a press release for XYZ Law Firm because they've just hired a talented young lawyer.
The following headline would probably land your press release in the trash can, unread: Up and Coming Law Firm XYZ Attempts to Improve Stature By Hiring Sensational New Attorney
A far better headline would be: XYZ Brings In the Big Guns
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