How you can Use Press Releases in Marketing Your Website

How you can Use Press Releases in Marketing Your Website

By Guest Blogger, Alice Seba

Your probably heard the term press release at one time or another but do you know what it means? A press release is an interesting story about your business that you send in to different media outlets like newspapers, magazines, television, radio and website. A story picked up by the media is more important than any advertising that has been paid for. Having the media do a piece about you and your business is comparable to a personal endorsement of your business and website.

How to format a press release

There are six basic components to a press release. They are listed below:

1. Release Instructions

“For Immediate Release”;
“For Release Before [date]” or
“For Release After [date]”

If your press release is time sensitive, use one of the latter two. For instance if you are speaking at an event, you should use the “For Release Before [date]” and don’t forget to include the final registration date. If you decide to use the “For Release Before [date]“, make sure you pay close attention to media deadlines. Send your release well ahead of time.

2. Headline

Use a headline that is attention grabbing. Make your headline descriptive and answers the question, “Why would it be interesting to people?” Do not use hype and promotional language. Keep in mind that this is a news story/.

3. Contact Information

Put all pertinent contact information here. Make it easy for the media to contact you. Include the following information: your phone number, address, company name, fax number, email and URL. If applicable, include the hours you are available at the listed phone number and add an after hours phone number too.

4. Summary

Write a sentence or two, which summarizes your press release before you get into the body of the release. Make it as interesting as you can. Remember, your goal is to make your recipient keep on reading.

5. Content

Write a benefits-oriented story. Think about your target audience as you are writing your story. Your target audience is partly the editor or reporter who will be reading the release. Finally, your target audience is the editor or reporter’s readers or audience. You need to come up with a story that will be of interest to them. The content is the meal of your press release.

Make sure that the first paragraph answers the following questions: Who, What, Where, When, Why & How?

To break the story and to add credibility, include quotations. The quotations can be from you about the topic. It is also very effective to use testimonials or commentary from your customers.

6. Signify the End of Your Release

Your press release should be ended by a few simple characters. Place ### at the end of your release.

Other General Formatting Tips

- Your press release should be newsworthy story and not an ad.

- Address your release directly to the appropriate reporter or editor. Each day the media receives a lot of press releases. If you address the release to a specific person, it is more likely to get attention than a general submission.

- Your release should be only about 1 page, 2 pages maximum

- Don’t forget to number your pages 1 of 2 and 2 of 2

- Use active verbs.

- Avoid hype. Do not use excessive adjectives.

- Adjust your release when sending to various medial outlets. If you are sending to the local newspaper, your content may be somewhat different than if you are sending it to a trade magazine.

- Use 8 1/2″ x 11″ paper when sending a release by postal mail.

- Copy and paste your release into the body of your email if you are sending your release via email. Do not send an attachment.

Where to Send your Press Release

It will take a bit of time but you will need to build a media list. You can start small and locally. Local and/or small media are most likely to be interested in your story. It’s also the best way to perfect your release writing skills. Besides, most of the larger media outlets browse the little guys to find stories to pick up.

Consider newspapers, trade journals, topic specific magazines, websites, radio shows, television show ~ those who might be interested in your particular topic.

Don’t forget to use specific contact information for your press release. If you address your release to a particular person, you will get a better chance of being considered compared to a general release sent to the media outlet.

Get More Press Release Help

If you’re ready to write your first press release and get it out to the media, sign up for the free press release course…and get started the right way. Click here to sign up.