When it comes to optimizing your search engine rankings, one of the most powerful and effective non-link building tactics you can use is writing a press release. An oldie but goldie, press releases are still incredibly important in 2022 and beyond. Despite the rise of social media marketing, content marketing, and other digital marketing buzzwords, a press release is still a critical tool for entrepreneurs who want to build a trusted online presence.
A press release is one way that many companies like to announce new information, good or bad. A press release can be about a new product, a new service, an event, or an award. It doesn't matter what you are announcing as long as it's new and shares important information that is relevant to your business. However, not all press releases are equal. Similar to an ad on television or in the newspaper, different styles work for different situations.
There are ways that you can make your press release more desirable and effective for both the journalist and the organization you're pitching. If you write your press releases carefully, potential customers will have an easier time finding them online even when there aren't any news stories about your product or service. Not sure where to begin? Below are some tips that will help you write a great press release.
- Find a newsworthy angle.
The best way to get your press release noticed is to find a newsworthy angle. You may think that your company's press release will be guaranteed to be picked up if it's about something that's never been done before. But the truth is, if it's not actually newsworthy, no one will care. So how do you find a newsworthy angle? It's all about knowing what's going on in the world and how your company can make an impact on it.
- Write a compelling headline.
You need to make sure your headline is compelling and engaging. Your headline should immediately grab the reader’s attention and help them understand why they should keep reading. A good press release headline will also be short, direct, and interesting to readers. It should include relevant keywords that will help people find your press release when searching online.
- Introduce important information.
When writing a press release, start with your company’s name and location, followed by the date. Then answer the five Ws: who, what, when, where, and why. This will grab the reporter’s attention. The body of your press release should be written in an “inverted pyramid” style — that is, starting with the most important information at the top of the page and then presenting less important details further down. In this way, reporters can skim through your release quickly to find out what they need to know about your company or product before reading further.
- Provide supporting information and context.
Your press release is only the beginning. To ensure that your announcement gets the attention it deserves, you need to follow up and follow up often. Make sure to follow up your press release with testimonials, statistics, research details, and case study excerpts—anything that shows why this announcement matters and why they should care about it (other than because they work at a media outlet). Tell reporters why their readers will care about your announcement by telling a story that illustrates how it affects them directly.
- Lead into the reader’s next steps.
Summarize your press release, then include a call to action (CTA) or a suggestion of where more information can be found. A call to action is any word or phrase that encourages readers to take immediate action. The call to action must be consistent with your brand’s personality while still being relevant to the content being sent out.
- End with your boilerplate.
At the end of your press release, write a boilerplate paragraph that can be used for all your future releases. The boilerplate is usually placed at the bottom of your press release and includes information such as contact information and ownership information (if your company is private). It might also include details about whether or not photos are available for use, who can be contacted for more information, etc. This is a great way to save time and ensure that every press release looks professional and helps journalists know what they're looking at when they see it.
- Keep it short and sweet.
Your press release should be no longer than four paragraphs long, with each paragraph containing one main idea. This will keep your readers interested in reading all of the details about your company and products or services without becoming bored or confused by too much information.
Ultimately, there are a lot of things you can do to make your press release stand out from the crowd. If you want to write a press release for your business, keep these tips in mind. But no matter what, keep it interesting—it's your best bet to getting noticed.