Write online press release for achieve business marketing aims
Write online press release for achieve business marketing aims
As the entertainments reporter for our local regional newspaper, I cover everything from movies to writer’s groups, and I see a lot of press releases.
What writers probably don’t realise is that the press release they send to the editor gets farmed out onto a reporter’s desk, along with all the others awaiting attention. So what would catch the reporter’s eye and not get shuffled to the bottom of the pile, or hacked down into a two paragraph brief? Here are 10 things I look for in a good press release.
A good headline. Keep it brief but eye catching; something like ‘Local Scribe Scores Award’ will catch the eye because it incorporates at least two things the reporter is looking for, the local angle and the news angle. Everyone who works on a newspaper thinks in headlines, even if they aren’t responsible for actually writing them (that’s the sub-editor’s job) – give them a good one and they’ll read it.
Brevity. One page is excellent, one and a half pages may be OK, two pages is really pushing the envelope. Anything more than that and God help you. Just remember, if they want more, they will ask for it. Fill the space at the bottom of the page with contact numbers.
Although it is frequently overlooked, the online press release remains an effective tool for generating publicity, driving web site traffic, and increasing product sales for many businesses. On the social media front, an online press release can be used to increase brand and company awareness, solicit consumer feedback, and build a stronger business reputation. If marketed correctly, it can even be picked up by journalists and reporters, who then feature it as their leading news story.
Online press releases are generally produced for public relations purposes and are therefore not viewed as hard-sell items like commercials and banner ads. Because of this, they are not very expensive to release. In fact, many online publishing sites provide completely free press release posting.
However, because online press releases are viewed as soft marketing, they cannot be filled with advertising gimmicks and unfounded claims. Web users are quick to pick out and reject marketing ploys when they see them. A company that makes unsubstantiated claims and uses the online press release as only a means to a sale will be blacklisted from e-mail accounts, social media, and sometimes even the press release sites themselves. Therefore, it pays to state the facts clearly and avoid broad claims when posting a press release. It is also imperative that the press release provide something of value to the reader, whether it be consumer information, a promotional and/or discount offer, or useful advice.
Online press releases may be disseminated via the following means: e-mail, Web, and social media. Based on the outlet that is used, there are several rules that should be followed.
E-mail Press Release
The e-mail press release needs to be free of multimedia content such as photographs, videos, and graphics. This is because many e-mail servers do not support .tif, .jpg, and other formats. Also, an e-mail that is multimedia-rich tends to slow down servers, leading many Internet users to simply turn off all media downloads when opening the e-mail.
The length of an e-mail press release should span about 400 words and be divided into 4-5 paragraphs. Any attachments, such as white papers, research publications, and/or sales reports, should be denoted with a link to an outside source page. Again, because e-mail servers are often limited with respect to message downloads, it is best to keep the e-mailed content concise and media-free.
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