In the good old days (really, were they good?), you would create your press release and then send it to a few editors of local newspapers and magazines.

The fate of your press release was in their hands – if they liked it, they printed it. If they didn’t, it was consigned to the bin, never to be seen again.

Today, things are a bit different. Now you can distribute your press release to various online services, re-post it on news websites, include it in your own blog and email marketing. Not only that, if people like what they read, they can share it with others.

Before you start jumping round the room with glee, even if you publish it online, your press release will only be seen if it shows up in the search engine results. If you don’t pay close attention to the rules of SEO, you might as well take your chances and send out your press release the old fashioned way.

6 ways to make your press release visible

As a writer, it is up to you to give your press release as much chance as possible to be seen. The following 6 tips will help you achieve this:

1. Keywords

In the online world, there’s no getting away from keyword research. Think about the words and phrases people are most likely to use to search for you.

For example, if you’re a coffee shop in Ipswich, using ‘coffee shop’ is a bit too generic (and you’ll have hot competition to rank well). Choose 2 or 3 keyword phrases that are highly specific to your business. For example, ‘Barney’s coffee shop Ipswich’ includes the company name, what it is and its location.

2. Headline

The headline you choose will also act as your title tag or page title. Therefore, it is vital your primary keyword phrase and company name appear in it (with your keyword phrase at the beginning).

In the world of SEO, it is your title tag that Google reads first because it tells it what your content is about.

3. Short and powerful

Staying with your headline for the moment, Google only displays 65 characters in the title tag (including spaces) so your headline should be no longer than this. Of course, that is easier said than done. Normal practice suggests that a headline between 60 – 80 characters is acceptable, but your keyword phrase must be at the beginning.

4. First paragraph

As you already know, the first paragraph of your press release is vitally important. It should contain the most important and relevant information. Therefore, your primary keyword phrase must appear in the first paragraph.

5. Hyperlinks

The beauty of online press releases is that you can include hyperlinks. By linking your keyword phrase back to your website, you are telling Google that it is a website that contains highly relevant copy. And Google loves that.

6. Newsworthy

This one doesn’t have anything to do with SEO, but it is still very relevant.

Your press release has to be newsworthy. Unlike the old fashioned printed press release, when yours appears online, it’s there forever.

So, if you put something out there that is a thinly veiled advert, you could be seriously damaging your company’s reputation.

One thing you have to remember is that no matter how well you SEO your press release, results won’t happen overnight. Have patience and eventually you will see your press release being picked up in the search results.

Being online, it will remain visible forever, providing you with a potential source of traffic for a long time to come.

• Air kissing
• Extremely expensive magazine/newspaper columns
• Glossy magazine adverts…

Believe it or not, PR doesn’t have to break the bank. In fact sometimes it won’t even touch it.

Being in the know

A lot of your PR can cost you virtually nothing. All you need it a bit of time to get to know people and build a few relationships.

Let’s look at press first. There’s bound to be an industry magazine you can contact or perhaps your networking group has a magazine or e-newsletter. Either way they are a great source of free PR.

Get in touch with the editor and find out what they’re looking for. If you have a great story (and we all love real life stories), pick up the phone and have a chat with them – tell them what you have to say. If they like it, write it down and send it in. But make sure it’s ready to go (without any typos etc) because if they can just cut, paste and print they are more likely to use it.

Being seen

Getting in front of people is another great way to boost your exposure.

Whether it’s having a stand at an exhibition (yes that will have a cost attached to it), giving a talk at an event (that won’t), chairing a committee or attending events, you will gain great exposure and meet interesting and potentially useful people.

In other words, get out there and network.

Being bold online

You don’t have to be seen in the flesh to gain great PR.

Social networking is everywhere – Twitter, Facebook, Google+, not to mention all the online forums.

Get out there, start interacting and offering advice.

Of course you can also blog. Having a blog that concentrates on your expertise (I’m a copywriter and marketer so that’s what this blog is all about) enables you to write posts that help people and that will position yourself as an expert in your field.

Be yourself

Everything you do (within reason) can be used to further your PR.

If you do daft things for charity, publicise it.

If you’re launching a new look website, tell people

If you’ve moved premises, shout about it.

If you’re taking on new staff, tell the world.

Basically anything you do that is newsworthy can be turned into a press release.

So you see, PR doesn’t have to cost the earth. Virtually everything you do has an element of PR in it, you just have to learn how to leverage it.

What do you do to help your PR? Leave a comment below and share your best piece of free PR or any other PR tips you find that work for you.

You have website copy to keep up to date, email marketing to do, blogs and articles to write not to mention the brochure you need to revamp.

All of that takes money but there is something out there that can generate a shed load of free publicity.

Don’t forget your PR

Most marketers have lost faith in print marketing and advertising. But you shouldn’t ignore the power of great press coverage.

Whether it’s in the form of an interview, quote, feature or editorial, being seen in the ‘right’ magazines and papers can pay dividends.

And here’s why…

1. Cheap

Getting a press release professionally written is an awful lot cheaper than paying for advertising space. Once it’s submitted and accepted you could end up with a page in a magazine or on a blog/website that’s all about you – pretty powerful stuff.

2. Credible

The public are fairly sceptical about marketing and can be resistant to anything that is obviously trying to sell to them. But good press coverage (such as a success story about your company or customer case study) is far more believable.

3. Connect

Adverts are impersonal. A good news story will personalise your company in your readers’ eyes and so make a connection with them.

4. SEO

Submitting press releases to online sites and blogs will help generate back links to your website and help your SEO.

5. Recycle

You can get a lot of mileage out of a press release. The content can be reused and turned into blogs and articles. It could be picked up by other publications and lead to other features and articles. The possibilities are endless.

So whatever you do, don’t forget to make sure your marketing strategy includes PR.

Have you had any PR successes you can share with us? If so leave a comment and let us know what happened and how it helped your business.

The writing of press releases seems to be a dying art.

It’s not because they are very difficult to write; it’s not even because they are really difficult to get published.

No, it’s because they often get overlooked in favour of other forms of marketing.

But the press release still has a vital part to play in your marketing strategy. Whether you write them in-house or prefer to hire in a copywriter, below are a few tips on making sure you create a press release that’s eye-catching, informative and effective.

How to write a great press release

There are several crucial elements to a press release. The following 6 aspects must all be present in the creation process if your press release is to be successful.

Are you ready?

Here we go…

1. Hook

The first think to remember is that people aren’t going to read it just because it’s got press release written on it. That alone will not convince them that it’s worth reading.

To get someone to take time out of their busy day to read it, you must provide a hook to get them interested.

Think about what you are writing and who you want to read it. If it is a local press release see if you can tie its content to a local event. Your hook must engage you reader, arouse their curiosity and make them want to know more.

2. Headline

It’s all in the headline. If that doesn’t pique their interested they won’t read on.

Come up with one that addresses a concept rather than just starts with your brand name. So don’t follow the pack. Try and come up with something more creative.

3.  No Jargon

Even if your press release is aimed at industry professionals, there is a fair chance it will also be read by non-industry bods. If you fill it with techno-babble and jargon you are limiting your audience.

Make sure you use simple language that is accessible to all. If you do have to use technical language don’t be afraid to provide an explanation of its meaning.

4. Resources

A great way to convince editors and journalists that your press release is the making of a great story is to add resources. Link out to other related information sources; provide video and images – basically everything they would need to craft a news story.

5. Proofread

Nothing will kill your credibility faster than a press release full of spelling and grammatical errors. Always read through your press release several times or get someone else to proofread for you.

6. Share

A press release isn’t a press release unless you share it. Send it to local publications, distribute it to online outlets, email it to interested parties and utilise your connections on social media.

These 6 tips will help you create newsworthy press releases that will be distributed far and wide to help you spread the word about your business.

When writing a press release you can forget all about selling.

A press release is used to deliver news. You are not writing an advert – if you do, the editor is likely to delete it or bin it. They are under no obligation to publish your release because, unlike an advert, you’re not paying for it to be included in their publication.

The editor is looking for a genuine news item that will be of interest to their readers and that will fit the style and tone of their publication or website.

Benefits of press releases

On the plus side, they are relatively cheap to produce. Whether you produce them in-house or if you use an external copywriter, they are a cost effective way of promoting your company.

As they appear as an editorial piece rather than a blatant advert, they are more likely to be read as they’ll have an independent air about them.

The major downside of a press release

Unlike articles, blogs, web copy, brochures etc., you have no control over it once it’s left your hands. The amount of room it is given will depend on pressure within the publication you submit it to. It may be truncated or it may not appear as prominently as you would like.

How to use a press release

They can be used for almost anything. You are announcing to the world something new and interesting that’s happening to your company:

• A new website launch
• A new product or service
• A forthcoming event
• Charity work
• Advice
• Community involvement

And that’s just for starters. But whatever your subject matter it has to be relevant to the audience of the publication. If it’s ‘off topic’ it is unlikely to be published.

How to get your press release ignored

If you want your press release to be ignored all you have to do is:

• Use a bad subject line in your email such as Press release.
• Using a bad headline.
• A long drive to the story – if you waffle at the start of your press release no one will read it.
• Don’t try to use a disguised advert, it will be spotted. If your press release doesn’t contain a genuine news story it will be binned. Editors aren’t stupid – they will spot your blatant advert a mile off.
• Use bad English, dodgy spelling and atrocious grammar.
• Fill it with flowery language, repetitions, waffle and adjectives galore.

How to get your press release published

Before you start, make a plan – what is your story? Why is it interesting? What local angle can you use as a hook?

In other words go for the tried and tested Who? What? Where? When? Why? and How? in your opening paragraph.

Also remember to include its word count, release date and at the end, add contact details, a brief company profile, note for the editor and details of any photo opportunities. And make sure you write it in the third person, using simple language that is short and concise without jargon.

The basic structure of a press release

1. The first thing to remember is to write Press release at the top of your page.

2. Write the date either as 7^th November 2010 – For immediate release, or 7^th November 2010 – 12.00 15^th November 2010.

The first shows it can be used immediately, the second shows it must not be used until the specified time and date.

3. Your headline comes next and should be eye-catching and should grab the editor’s attention straight away.

You can also use a sub heading to flesh out more of the story.

4. Next is the first paragraph. This is critical and must dive straight into your story. Forget hype and adopt a journalistic tone which sticks to the facts.

5. The second paragraph provides supporting evidence and can go into more detail. But make sure it remains focused

6. In the third paragraph you can add a quote or two that are relevant to the story. But make sure you have permission to use them.

7. Your final paragraph is your conclusion which briefly explains the link between the story and your company.

8. Finally end with ‘Ends’ or ###

9. Now you can add notes for editors and contact details.

So that’s how to write a press release in a nut shell. Remember they should only be used for genuine news and are not to be used to overtly advertise or promote your company’s products or services.

Done correctly, press releases can generate a lot of interest in your company; done badly and they’ll only ever see the recycling bin in the editors office.

Yes, it can be difficult because an editor isn’t going to want to publish any old thing. But so long as you take time over your press release and ensure its contents are newsworthy rather than just a thinly veiled advert, you shouldn’t have a problem.

Historically, the press release has been seen as a off line form of marketing – it’s mainly aimed at newspapers, industry magazines or local business magazines. Well yes, it can be used that way, but increasingly businesses are turning to the online publishing world as an outlet for their press releases which has one significant advantage. Whereas with print media, your press release will appear one day and be someones chip wrappings the next, online press releases will be attracting a new audience for months or even years after its original release date.

Because of this, it is essential you write your release using your identified primary keywords so it will continue to attract the audience you want. Although it is important you still follow the usual rules of press release writing.

The usual rules apply

Regardless of whether you are writing for on or off line publication, your press release should still:

• Be regarded as newsworthy rather than a thinly veiled advert
• Be brief and too the point. Any waffle will get it rejected immediately
• Contain quotes from real people and referrenced back to them
• Ensure the first paragraph  summaries your story
• Make sure you send it to a targeted group of editors rather than going for blanket coverage

The on line press release

Keywords are as important to your online press releases as they are to your website copy. If you are unsure about how to go about it hire a freelance copywriter to help you. They will have the experience to make your story newsworthy whilst ensuring it is keyword rich (but still readable).

Utilising your keywords will make sure your press release is constantly picked up by your target audience for as long as it remains on the internet. The key things to remember are:

• Focus on your primary keyword for the headline, quotes and opening paragraph but taking care not to over stuff your content
• Make sure your summary also contains your keyword
• Still keep your press release brief and to the point
• Do your research and make sure you send it to journalists and bloggers who will be interested in your  subject

Following these simple tips will help your press release generate new readers and traffic for you for a long time to come. So, if you don’t already do it, start getting your press releases online and enjoy the benefits of longevity and constant traffic.

One of the best marketing tools any business can use is the press release.

But it is possibly one of the most under utilised forms of marketing.

The main reason for this, is that businesses often think they don’t have anything newsworthy to shout about. But there are a number of opportunities where you can issue a press release.

Sending out regular press releases is a great way to keep your business’s name ‘out there’ in the marketing place. No only that, but by publishing them online, you will be generating those all important one way back links to your website that are so important for search engine optimisation.

So when should you issue a press release? Well, whenever you do something new. To help you out, I have compiled this list of press release opportunities that shouldn’t be missed.

10 Reasons to send a press release

1. New product

This is probably the most obvious. When you launch a new product or service, make sure you send out a press release. It is the ideal opportunity to announce to the world what you are doing.

Always make sure you provide a link back to your website so your readers can easily get to your site for further information.

2. Case study/Survey

If you have recently carried out a survey or case study, make sure you issue a press release to announce the results.

This type of information will be very interesting to people in your industry or who have an interest in it.

3. Current events

If current news events are relevant to your business, press release about it. Topical issues are always of great interest so use what’s in the news to spread the word about your company.

4. Industry trends

You will be keeping an eye on what’s happening in your industry so make sure you use press releases to comment on the latest trends. Whether you want to highlight how trends are effecting business or how you have changed processes as a result of new trends, this type of industry comment will help bolster your position as an expert in your field.

5. Congratulations!

If your business has received an award or commendation, press release it. Blowing your own trumpet is an opportunity you can’t miss. It shows readers you are very good at what you do.

6. Growth

Have you taken on new staff? Moved to new premises? Bought a new fleet of vans? Any signs of growth are worth shouting about, especially in today’s climate.

7. Charity

Whether your company has donated to a charity, or if you are taking part in a charity event, this again is a prime opportunity for a press release. It will show your company as one that is involved with the community.

8. Freebies

Are you about to give away a free eBook, report or white paper? Don’t leave people to find out about it by chance, make sure you issue a press release about it.

9. The weird and wonderful

Press releases don’t just have to be about company milestones. If something bizarre has happened recently, write about it. Human interest stories are always popular. Share your experiences.

10. Employees

Have some of your employees done anything newsworthy? Whether it is being involved in a charity event or an inspirational tale of overcoming adversity, people love to read about other people.

At the end of the day, press releases will help you strengthen your place in the market and show your company as one that can be trusted. By issuing regular releases you will keep your company name in the forefront of your customer’s minds.

Don’t let the opportunity pass you by – press release it!

Sally Ormond – freelance copywriter

One of the most effective online marketing tools is the press release. However it is often misused or under-used.

Let me ask you something – in the past 12 months how many press releases have you made on behalf of your company?

20, 15, 10, 5…less…none?

When should I make a press release?

The simple answer is whenever your company does something it wants to shout about. If it’s news, press release it.

Want some examples? OK, here is just a selection of scenarios where you can spread the news through press releases:

• The launch of new products or services on your web site
• You want to publish the results of an online survey you’ve been running
• To publicise a seminar you’re hosting
• You are launching a new website
• Your company has won an online award
• Publicise online products or services you’re giving away
• If you’ve started an online club/forum
• If you’re lucky enough to have someone famous to endorse your product
• Launching a joint venture with another company
• If you’ve written a new eBook

That was just a list off the top of my head. I’m sure if you have a think you’ll find an angle you can press release about right now.

Press release golden rules

Of course, if you want your press release to stand the best possible chance of being published, you’ll have to make sure it is written correctly. By following these simple steps you should be able to create something interesting, readable and printable.

• Make sure your release reads like news and not an advert
• Only send your release to media related to the topic of your press release
• Keep it one page in length
• Your header, contact information and release date should be at the top of your release
• Use short, simple sentences and double space your lines
• Your header and first few sentences must grab your readers’ attention
• You should tell a story and mention your business, product or service in the body of the press release
• Proofread your press release looking out for grammar and spelling mistakes
• Proofread your press release looking out for grammar and spelling mistakes
• Proofread your press release looking out for grammar and spelling mistakes

No I haven’t gone mad. That last point is meant to appear 3 times. You can’t afford to send out a press release with errors in it.

Don’t forget if it’s new to you, it will probably be valuable news to someone else so shout about it.

These press release tips are brought to you by freelance copywriter Sally Ormond.

They are one of the most cost-effective ways to promote your business. Online press release sites provide an excellent opportunity to get your company’s news out into cyberspace. So why do so many entrepreneurs ignore this type of promotion?

Quite simply, because they don’t know how to write a press release but trust me, it is well worth learning. It’s important to promote your online business with press releases because of the media all over the internet. There is a vast amount of advice and information available on the web showing you how to write a press release, but below are some common press release writing tips:

• Your press release must sound like news not an advert
• Only send your press release to the media related to the topic of your release
• Keep it to one page in length
• Make sure your header, contact information and release date are at the top of your press release
• Use short, simple sentences
• Grab your reader’s attention with the header and first few sentences
• Tell a story briefly mentioning your business/product/service in the body of the press release
• Proofread it many times to ensure there are no spelling or grammatical errors

Of course, there is another reason why entrepreneurs don’t use this method of promotion. Because they don’t know what’s newsworthy. Well, here are a few suggestions of what is considered news – I think you’ll be surprised and you’ll probably find something that relates to your business right now.

• New products/services you’re offering on your website
• Results of an online survey you’ve completed
• A virtual trade show or seminar you’re hosting
• A free chat room class that you’re running
• The launch of a new website
• An online award your business/web site has won
• A free e-mail newsletter you’re launching
• A free trial/service/product that you’re giving away
• An online business club you’re starting
• An endorsement from a famous person you have received
• A major joint venture you’re starting with another business
• The launch of a new eBook you’ve written
• A fundraising event you are doing

The list is endless but I hope the above has given you an idea of what counts as news. Do you have something that fits the bill? If so, write a press release and get it out there and start driving some traffic to your website.