I’ve learned one important thing about press releases. A great press release is not something that prompts a journalist to write an article; rather, a great press release is published as an article. While that may be an abstraction outside of the most time-strapped of reporters, many times the better your press release, the more of it ends up verbatim in the resulting article.
So stop writing press releases, and start writing news stories. Not sure how to start? Let’s role-play a bit.
You are the reporter, and you are writing an article, because that’s your job. What is it about this random company, blog, or event that makes for a great news piece?
What’s the story, the hook, the angle? How can this piece advance your career as a journalist? Why in the world would anyone other than the attention-seeking schlep possibly care?
If you can’t figure those things out, don’t write the article, and don’t send the release. It’s that simple, because an actual reporter will cast an even more jaundiced eye at your pitch.
It’s the New Style
So what’s new with press releases? Well, the modern press release is different because it actually does get published as is. In other words, thanks to online PR services, your press release automatically becomes web content, which means it has a shot at automatically becoming news.
For example, let’s look at the PRWeb Direct service. For a measly $119 you get inclusion in Google News, Yahoo News and MSN News, a page one link on the PRWeb home page, targeted pay per click ads, and RSS distribution. And, oh yeah, journalists get to see it too.
Fantastic, right? No more jaundiced-eyed reporters standing in between you and loads of sweet publicity? Well, perhaps, but now you’re facing another tough crowd.
Even Better Stories, or Don’t Bother
The story in your press release (sorry, make that article) must be better than ever. You may see the lack of a reporting intermediary as a good thing, but at least it’s a reporter’s job to dig through drivel looking for news nuggets. Your average information-hungry consumer won’t stand two seconds for dry, self-indulgent marketing babble. So don’t bother.
You can’t just tell any old story, either. You’ve got to present something of real value that also prompts additional action, like a visit to your blog or a request for more information. Heck, maybe even a purchase. Check out The Structure of Persuasive Content for tips.
Some people refer to direct press releases as “SEO-PR” (a marketing term more contrived than “Web 2.0” could ever hope to be). Outside of keywords in your headline, press releases should be no more about search engine optimization than blogging is – you write for people first, and let the search engine chips fall where they may.
OK, ready to learn how to implement the modern press release strategy? Read The New Rules of PR by David Meerman Scott, a 21-page PDF download that teaches you how to create a smart press release strategy for reaching readers and buyers directly.
- ^ PRWeb Direct (www.prwebdirect.com)
- ^ link trackbacks enabled (www.prweb.com)
- ^ distribute press releases for free (www.prweb.com)
- ^ The Structure of Persuasive Content (copyblogger.com)
- ^ direct marketer Jim Logan’s (www.jslogan.com)
- ^ SEO Copywriting is Dead (copyblogger.com)
- ^ The New Rules of PR (www.davidmeermanscott.com)
- ^ 21-page PDF download (www.davidmeermanscott.com)
- ^ for more copywriting tips (copyblogger.com)
- ^ Viral Copy Main Page (copyblogger.com)
Source URL: Read More
The public content above was dynamically discovered – by graded relevancy to this site’s keyword domain name. Such discovery was by systematic attempts to filter for “Creative Commons“ re-use licensing and/or by Press Release distributions. “Source URL” states the content’s owner and/or publisher. When possible, this site references the content above to generate its value-add, the dynamic sentimental analysis below, which allows us to research global sentiments across a multitude of topics related to this site’s specific keyword domain name. Additionally, when possible, this site references the content above to provide on-demand (multilingual) translations and/or to power its “Read Article to Me” feature, which reads the content aloud to visitors. Where applicable, this site also auto-generates a “References” section, which appends the content above by listing all mentioned links. Views expressed in the content above are solely those of the author(s). We do not endorse, offer to sell, promote, recommend, or, otherwise, make any statement about the content above. We reference the content above for your “reading” entertainment purposes only. Review “DMCA & Terms”, at the bottom of this site, for terms of your access and use as well as for applicable DMCA take-down request.
Acquire this Domain
You can acquire this site’s domain name! We have nurtured its online marketing value by systematically curating this site by the domain’s relevant keywords. Explore our content network – you can advertise on each or rent vs. buy the domain. Buy@TLDtraders.com | Skype: TLDtraders | +1 (475) BUY-NAME (289 – 6263). Thousands search by this site’s exact keyword domain name! Most are sent here because search engines often love the keyword. This domain can be your 24/7 lead generator! If you own it, you could capture a large amount of online traffic for your niche. Stop wasting money on ads. Instead, buy this domain to gain a long-term marketing asset. If you can’t afford to buy then you can rent the domain.
We are Internet Investors, Developers, and Franchisers – operating a content network of several thousand sites while federating 100+ eCommerce and SaaS startups. With our proprietary “inverted incubation” model, we leverage a portfolio of $100M in valued domains to impact online trends, traffic, and transactions. We use robotic process automation, machine learning, and other proprietary approaches to power our content network. Contact us to learn how we can help you with your online marketing and/or site maintenance.