Press Releases (PR)
Does your business have any newsworthy information to share? If so, writing a press release and having it distributed effectively is a great way to get your information out to the world.
Did you recently launch a new product? Did you receive any awards? Did your company recently do any charitable work? These are just a few topi ideas for your next press release.
Having a press release written about your business and/or product(s) is a great way to get noticed. Not only does a press release get the word about your business and/or products, but it also helps with SEO and branding as well.
However, there are several rules that you should know about before you get started in the world of press releases and journalism.
Rule #1: Your press release needs to contain genuine newsworthy information.
It’s important to keep in mind that a press release should NOT be a subjective advertising sales pitch for your business and/or product…a press release should contain objective information (news) about your business and/or product(s) that is both factual and unbiased. For example, if you are a brick-and-mortar Italian restaurant in Dallas, Texas that just opened up a brand new location, then your press release should contain factual information about your new location, it’s hours, your grand opening date, and so on. Make sure to stick to the facts while keeping everything in your press release objective and not subjective. Just remember, you’re reporting news here…just like a journalist or reporter would do. .
Rule #2: Make your headline STRONG so that it stands out from the competition.
Thousands of press releases get released every single day, so it’s important that you grab your reader’s attention with a strong headline, or else it will not ever see the light of day. For example, let’s say that you’re a tech company that just released an app that helps tenants get more of their security deposit back from their landlords by documenting the move-in and move-out inspection themselves with pictures and descriptions. If you write a headline like this, “Download Our App To Help Tenants With Their Security Deposits”, then you will most likely not get a lot of attention. Why? Because it’s bland, it’s boring, it’s confusing, it’s solicited, and it’s not really newsworthy. However, if you write a headline like this, “Tenants Are Getting More Money Back From Their Security Deposit With This FREE App”. This headline is better because it’s more newsworthy, informational, attention-grabbing, and more likely to get clicks from actual tenants because “tenants” is the first word in the headline, and “money back” and “free” are huge attention grabbers. Just make sure that you don’t embellish and back up your claims.
Rule #3: Appeal to both reporters and your targeted audience.
This is why creative writing is so important. If your press release doesn’t appeal to reporters, then why would they care to spend any time publishing it on their respected news feeds? Reporters get bombarded with press release requests daily, so make sure that your press release stands out, is professional, fits within standard PR guidelines, is short, fits their niche, and is written from a perspective that makes it easy for your reporters to publish your press release on their feeds. Make sure that you don’t forget about your targeted audience as well as they are the reason why you’re writing your press release in the first place.
Rule #4: Revise and then professionalize your press release before sending it out.
Your press release will most likely need to be revised multiple times before it will be ready to be sent out. This is completely normal and you can minimize those revisions by utilizing press release templates as well as implementing a grammar checker like Grammarly or Ginger if you want to try this yourself. However, creative writing is difficult because it’s both an art and a science as you’re writing for reporters, for your audience, and for search engines (SEO). That’s a lot to account for so if you’re new to writing press releases, then we highly recommend that you hire a professional to do this for you. Why? The biggest reason is that you increase your chances of your press release getting picked up by more reporters and more news feeds which results in more press for you. Letting the professional writers out there revise and professionalize your press release for you is one of those marketing services that we highly recommend outsourcing, but if you like writing and English was one of your favorite subjects in school, go ahead and give it a shot! Just remember to revise and professionalize your press release before sending it out to any reporters.
Rule #5: Send out your press release(s) & always follow up.
Once your press release has been written, revised, and is ready to go, then it’s time to send out that press release to reporters that fit your target audience’s niche. There are several ways to do this. You can contact each reporter or news organization individually starting with your local reporters and news channels. Just make sure to follow up with each reporter and/or news channel if you don’t hear anything back. However, this is very time consuming if you want to go national or international. If you are thinking bigger and want to grab a broader market, then we recommend that you use a 3rd party press release distribution service to distribute your press release. There are several out there and they are reasonably affordable. Here are just a few press release distribution services that are worth looking into:
Founder at HiredMarketing.com
We would LOVE the opportunity to help you write and launch a press release! This is one of the many reasons why we created HiredMarketing.com because we want to be your product marketing hired hand when you need help. We work on demand, so we can do as little or as much as you need us to. We work on a monthly retainer model so you get to determine how many hours we work on your product marketing projects each month, so you never have to worry about going over your marketing budget. The days of having to hire and train in-house employees for individual marketing tasks are gone. You hire us and we will use our own proven product marketing specialists to carry out your product marketing tasks efficiently, effectively, and within budget.
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