In this series, we’ve talked about some of the key elements you need in every press release. (If you’ve missed any, start from here.) Today, in the final installment, I share some additional news release tips and ideas.
Keep It Short
Any news release worth its salt is short and to the point. Tell your story and tell it fast. Editors and journalists don’t have a lot of time to spend skimming your release to decide if they’ll use it – and readers on the web just don’t have a lot of patience.
If your news release is more than a page, it’s too long. There are no exceptions to this rule; if you had to sift through dozens, even hundreds of releases every day would you want to see a 3-page news release? Keep this in mind; when you make it easy for the media to cover you, your chances of receiving some publicity from your news release are much better.
Keep In Touch
One thing many online news releases lack is any kind of contact information, which is a huge mistake. If a media outlet wants to make a story of your release, they’re going to need to contact you.
Make sure to include current contact information – this could be email, phone or fax, including a way to contact you after normal business hours. Put your contact details at the bottom of the page, so it won’t interfere with the news you’re presenting.
Online News Releases And SEO
One last thing we need to cover here before you rush off for publicity greatness with your new and improved news releases. This is search engine optimization when writing for an online release.
Just like with your website, it’s a good idea to use keywords; and just like your website, it’s a terrible idea to jam it full of keywords. Since your release should be no more than one page, try not to use your keywords more than 3-4 times in the release.
Many press release distribution sites allow links to be placed in the body of your release (again, a few – don’t overdo it), so you may want to use one of the appearances of these words or phrases as your anchor text for a link to your site. The headline also doubles as a link quite often, but this should be plenty for one news release.
So there you have it – a quick lesson in writing news releases which actually get read, can get the attention of journalists and editors and bring more traffic to your website, win you free publicity and increase sales. It’s a skill which is well worth practicing; so for now, let’s end with the traditional news release exit greeting: