This is an excerpt from my Kindle book, DIY Press Releases: Your Guide to Becoming Your Own PR Consultant.
Writing a press release is easy! There’s really a formula to it, and once you get it, you’ll find it easy to write multiple releases.
1. Start With Your Subject.
What is your release about? Keep in mind: it MUST be newsworthy! No one likes reading “fluff” releases. Some newsworthy topics include:
This list isn’t comprehensive by any means, but just ask yourself: could this be a headline on the front page of the news? Or anywhere else in the newspaper? Or is it more of an article or sales piece? If it’s the latter, save it for something else.
2. Who, What, When, Where, Why, and How
Now write out all the details about your subject.
From this you’ll have the meat of your release, and your first paragraph (remember, most people won’t read past the first paragraph, so you want all the pertinent information to be there).
3. Find Your Keywords.
Make a list of keywords or phrases that relate to your business. An easy way to do this is to ask
yourself how you would describe the business. If it’s a local business, include the city (Orlando pizza) in the keyword. Test out the keywords by searching for them in Google to see what results come up. If the results show listings you want to be among, they’re good keywords. Use the keywords throughout the release.
4. Fill in the Blanks.
Now it’s time to create your release.
Most releases are around 400 words or less. There’s no need for your release to be longer than it needs to be, so say what you need to say and be done.
Quotes are good. Try to include a quote from someone involved in the news (the higher up the totem pole, the better). The quote should be interesting and show excitement in the topic.
5. Decide on Distribution
For distributing your release, you have three primary options:
6. After the Release
To see what sites published your release, search for your business name or your keywords on Google. You can also set up a Google Alert that will tell you where your keywords or business name are appearing online each day. Compare your search engine ranking with what it was prior to your release going out. It should move up. Then check your website traffic and orders to see if they went up as well. If they did, the release successfully helped boost your company exposure!
If you elected for paid distribution, you will receive a report that tells you where your release was published. This is a useful metric, so keep it for comparison purposes for future releases.
Share your release through your company’s social media channels to amplify distribution. Some press release services will do this for you automatically if you enter your Twitter or Facebook info in when uploading your release.
Get your copy of DIY Press Releases today and start writing your own press releases!
Name: Susan Payton
About: Susan Payton is the President of Egg Marketing & Communications, an Internet marketing firm specializing in marketing communications, copywriting and blog posts. She’s also the founder of How to Create a Press Release, a free resource for business owners. She’s written three books: DIY Press Releases: Your Guide to Becoming Your Own PR Consultant, 101 Entrepreneur Tips and Internet Marketing Strategies for Entrepreneurs, and has blogged for several sites, including The Marketing Eggspert Blog, as well as CorpNet, Small Business Trends, and BizLaunch. Follow her on Twitter @eggmarketing.