Powerful Marketing Tools
Number of press releases I
write each month--?
Please ask questions!
Don’t feel bad about
What is a Press Release?
Way to inform existing
clients and new prospects
about updates in your
business, organization, or
Powerful marketing tool
Often appears immediately
after your website in search
engines- brand management
Way to drive more traffic to
Way to build backlinks
pointing to your site (White
Online vs. Offline
Slightly different format
Usually submitted one page, short press release and an even
shorter calendar listing (turned some event press release into
All caps title
-###- after boilerplate
Name distribution time
Footer- contact information
Designed for traditional newspapers—Think like reporters,
contact reporters, have an angle like reporters, and distribute
When To Use a
Promoting an Event Employees featured or quoted
New, key hire Providing or Participating in Volunteer
New marketing plan
New enhancements to website
New Product or service
Attending an event
Giveaway or Contest
Featured in article
Leadership in field
Upgrades to products or inventory
What NOT To Do
Not a sales tool!
Instead to announce new information- you will earn a
reputation as an authority in your field very quickly
PRWeb and PRNewswire will reject "sales pitch" press
Many newswires will also reject press releases without
the name of the business within the title
Be careful of the topic!
Example of bad press release "JC Penny has 50% Off
Sale this Week”
Good press release: "JC Penny hires new CEO"
Who is your audience? Know your audience and
write for your target audience
Think about what the customer is thinking…and tell
them what they want to hear!
Average attention span of audience: 1 minute
B2B (business to business), direct, or inbound
Tone & Style
Tone and voice should be professional and newsworthy
Avoid clichés, technical language and jargon
Be like your audience
An Active Voice
Find the most compelling and engaging words—sensory
(some adjectives can kill you)
Cutting the fluff- filler words:
because of, due to, really, very, just, simply, began to, English major
started to, Charlotte is
-ing words in the beginning of a sentence, Watching Your
using two words that mean the same thing right next to Tone, Style and
too many its, in, over, of, for, at’s
Keyword Selection and
Google AdWords Tool
Should have a list of keywords for your site already
Lower competition keyword, higher possibility of
ranking after press release
If there is a summary (160 meta description), place
the secondary keyword there
Each keyword should point to a different page of
your site. Pair up keywords and links so they are the
same for everything you publish
2-3 keywords per press release, repeated three
times each, only 1st mention of keyword is linked
Place the primary keyword in the title, first
sentence, somewhere in the middle and last
At least 100 words between each linked keyword
Never create a hyperlink in a title or summary
When initially starting a campaign, use a primary
keyword that points to your home page.
Eventually move onto sub pages in order to
distribute-evenly. If not, Google sees as trying to
manipulate search engines
1st paragraph link is most important.
Don't keep repeating same keyword in your next
press releases. You may appear too spammy!
Beware of Analytics/Tracking Links!
Dateline: FORT COLLINS, Colorado--
Introduction, several body paragraphs, conclusion
In every single press release, provide a quote from the
company or point of contact
In the first quote make sure to give credentials of who you are
Put website URL & phone number at the end of the last
Many bloggers and news sites will NOT repost hyperlinks, so
its essential to put a written out URL to your website.
Underneath last paragraph add ### then press contact info
Arguably the most important part of a press release
Write attention grabbers! Ask yourself, “Is this title Clickable?”
Hooks: stories, quotes, questions, statistics…
Ex: Rocky Mountain GPS Fleet Tracking: A New Answer To an Old Fuel
Ex: "RMT Smart Tracker Uncovers Stolen Vehicle: "I knew you'd' find me,"
Always include name of the company to increase page rank and avoid
Always use primary key word in title, secondary if you can.
ALWAYS have someone
proofread your work!!!!!
The right amount of
Say it out loud
Edit, edit, edit
Grammar and spelling
Specific word choice
If writing on behalf of a client, friend or other
person, ALWAYS have the press release approved
Unlike other forms of web marketing, it is very
difficult to edit or change a published press release!
Once news sites pick it up, it goes to bloggers,
social media outlets, forums etc.
It is also important to verify a media contact for the
bottom of the release. (Phone number, email)
Ranges from $25-
Submit My Press
Press Page on Website
Share the permanent link
Keyword Bounce After PR
Analytics & Distribution
Social media shares
Google Content Analyzer
(Score from Poor-Excellent-
Keyword Tracking Software
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