span word phrases.
class="cap">M any
2. Write to attract the web
small businesses are still surfing consumer and not the
not aware of how has the Internet journalist.
changed the rules of sending a
You press release should be
press release. Most people don’t key word rich, and it should
realize that big front page "speak" to the end user instead
stories do not come as a result of a journalist without beinging
of a press release - the big a blatant sales pitch. Your
stories come about because of message should be informational
specialized pitches to a and not a "buy now" message. A
particular media organization. So good press release answers all of
what are press releases for, if 9 the "W" questions (who, what,
out of 10 are deleted or tossed where, when and why), providing
by the journalists? The Internet the reader with useful
has changed these four rules for information about your
sending out a news release: organization, product, service or
1. Post online for content to be event. If your press release
picked up by search engines reads like an advertisement,
instead of journalists.
rewrite it.
It used to be that a press
3. Write longer press releases
release was written to catch the with more content - previously
attention of a busy journalist. limited by the media because they
Now when you write a press were overwhelmed by too many.
release you need to optimize the
When you write, stick to the
content for what your audience, facts. Tell the truth. Avoid
the end user, is searching for on fluff, embellishments and
the search engines. When you exaggerations. But, because you
write a press release it should are not writing just for a busy
be rich with key words and key journalist who is reading through
hundreds of news releases you can According to PRWeb about 30% of
write to appeal to the end user all press releases are submitted
who has found you while searching with a personal email rather than
for specific words or phrases a "role email". Use a role
found by the search engines in account instead of a personal
your press release. You can tell account. A role account is
more of your story because your pr@companyname.com. A personal
audience is the end user. account would be
4. “Legitimate” news that a pat@companyname.com. Using a role
journalist would cover is NOT account allows you to redirect
required content - promote e-mail to someone who can respond
whatever you want to within your while you are on vacation. After
release, not just what the media all, you do not want to miss
thinks is newsworthy.
valuable contacts. You never want
If your news release provides readers and responders to your
relevant information or an press release to receive a
announcement that addresses the message telling them that you are
key words and key word phrases unavailable during the week
that the end user is searching because of your high school
for - then your news release is reunion or business
"newsworthy" since it is what the convention.
end user is looking for.
Keep in mind that a press
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About the Author:
Melody Campbell, Business Coach invites Small Business Owners to do an "Extreme Marketing Make-Over." Receive her Special Report "5 Strategies that Any Business Owner can do for an Extreme Marketing Make-Over" along with having access to her blog & podcast at The Small Business Guru Website
Article Tags: key, press, write
