March 20, 2020

How to Write a Press Release That Gets Published

2 minutes

If you think that press releases are dead, you’re dead wrong. In the past, traditional media releases were sent by mail, but now with social media and distribution online, they’re easy to create and send.

Press releases are an important PR tool to keep prospects and customers up to date with what’s going on with your company, and its products and services. They also give you a competitive advantage in your industry. And of course, written correctly, media releases provide valuable SEO opportunities, using strategic keywords and placement.

How to Write a Press Release That Gets Published

What is the goal of the release? Sure, it serves as an announcement, but what do you want the result or pay-off to be? Keep that in mind while writing and proofing the release. You’re suggesting the end-reader to take some sort of action, right?

Keep it short, simple and to the point. A press release should rarely hit the second page. A good rule of thumb is for it to be between 300 to 500 words so it’s easy for a journalist to read and quickly understand.

That goes for your headline, too. Don’t make it catchy. Make it informative. Say what you’re announcing. Save cute copy points for ads.

Don’t flood your press release with keywords. Write it for the readers. A few keywords strategically placed works, but ranking shouldn’t be the reason you’re creating the release. It’s one of the many reasons, but not the main one.

Include quotes from leadership within your company — exciting or interesting ones. These quotes should engage a reader and make him or her want to continue reading. Including or two in the release makes a reporter’s job easier.

Also be sure to add your direct contact information. Someone who’s covering your topic or industry should be able to call or email you quickly. Include your cell phone and if you want to be a resource, be available 24/7.

Lastly, and this sounds like a no-brainer, make sure the press release is well-written. Write it like it’s a news article, so it can be published as-is. Having informative, easy-to-read content is hands-down the best way to get your press release printed or posted on an industry page.

I’m Robin Samora with the Fast Marketing Minute. Have a press kit? Or looking to build one? Listen to How to Create a Press Kit in 5 Easy Steps. You can find the link here on my text and also on my podcast page. Talk tomorrow!

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