Many marketing experts will tell you that when you have company news, you should put out a press release. However, there is a saturation of news related items in the digital age with more than 50,000 press releases being published. That means that the savviest organizations understand that they have to make sure they give their press release every opportunity for traction so that their news item will become a story written by a media publisher.

Despite the fact that there are tens of thousands of press releases published on a monthly basis, there are tangible reasons to put one out when you have news to convey:

  • It helps the public become aware of something important that is happening within your organization.
  • If an editor picks up the release and writes a piece, that’s more eyes becoming aware of your story.
  • Google will index your press releases, which is a good thing in the digital age and can help with your SEO and brand awareness.
  • Press releases create inbound marketing opportunities with people contacting you with interest.


Press Release Basics

When you’re drafting a press release, there are always various elements that you want to ensure your press release has before it is published.

  • Headline:The headline is always important, and you want to grab peoples’ attention. Remember that the headline is the first part of the press release that is seen by a reader before he or she decides to continue. Make it a point to spend a little time thinking about a headline that will get your name across, but also captures curiosity.
  • Link Usage: Make sure to include links that perhaps go back to your site when you’re drafting your press release. Remember, a press release is an excellent opportunity to get your name out to the public; however, there is a rule of thumb you should follow. Use no more than 1 link for every 100 words. By doing so, you will increase the chances that Google will index your press release correctly and not treat it as spam.
  • Grammar Counts: If your press release is poorly written, it will not be picked up by a media editor. Editors expect to write stories about credible organizations that dot their I’s and cross their T’s. So, it’s vital to ensure that your press release has proper usage of grammar and no spelling errors. Make it a point when you’re drafting the copy to read it thoroughly and have a good editor on your team also read the document.
  • Real News: When you are drafting a press release, you want to have news to announce. That may seem obvious, but your press release should be about something that is happening beyond the day to day. Some reasons to do a press release include a new hire, hitting a nonprofit fundraising target, an event, or some other milestone. When you have happenings in your organization, make it a point to publish a press release.
  • Focus:When you’re writing a press release, it’s ideal to keep it to one topic. If you have several events or things occurring in your organization, then it might be an opportunity to publish several press releases over the course of a few days or weeks. Distributing multiple press releases with strategy in mind can be an excellent way to keep your organization at the top of the news in your community.
  • Imagery: By now you know that photo images and video are great ways to capture the attention of editors and the public. It has become acceptable to include a picture in your press release. The rule of thumb, similar to social media, is that if you decide to add a photo or video for your press release, then you want to include an image that captures someone’s attention.
  • Syndication: There was a time when syndication helped organizations putting out press releases concerning SEO. Nonprofits would make it a point to publish their press releases on directories to amplify the news. While this approach does not work as well with the changes in search engine algorithms, it still can help. Consider syndicating your press release.
  • Digital Promotion: When you publish your press release, make it a point to promote it across all of your social networking platforms. This will help you get people looking at your press release and learning about your news and organization. Use Twitter and Facebook, particularly, but if it’s business type news, remember that you can also post it on your LinkedIn newsfeed.

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