A publicist's greatest tool, the press release is a staple in any copywriter's arsenal. Writing a press release is said to be a talent for some of the best in the field. However, with a few tips and a little practice even a novice writer creating an effective press releases.
It is a common misconception that press releases are just another form of advertisement. On the contrary, they are simply an announcement--often more like an invitation than an ad. When used properly, press releases are meant to draw attention to a specific item, be it a news story, new product, service, etc. In short, it's supposed to make the reader want to know more information about the item described.
First, there's the formatting. The service that you use to circulate your press release may have their own guidelines. Follow them. If not, here's some things to remember.
Think of a strong, eye-catching headline. It is the first thing that people will see and will decide whether they read on or throw your press release into the trash pile.
Next, put as much information as possible into the first paragraph. Busy clients or potential customers may not have time to peruse your masterpiece. So, make your first paragraph an intriguing summary, one that makes your reader want to read on (or skip to the bottom and call your contact person). Begin this paragraph with the date and location of the subject of your press release.
When writing the body, keep in mind that you are inviting your listener to seek more information, not convincing them to buy something. How do you invite these info-seekers? Use facts, to tell about your item; tell the who, what, where, and why. Save the hype for later and the fluffy adjectives for creative writing.
Now as for making your PR SEO friendly, you'll want to make the headline a link to your site; you can also include a link at the bottom of the release, following the body and one link within the body of the release as well. Don't overdo it with the links though, as this will be distracting to readers.
The end of the press release is the important information. Provide current contact information for the person who can answer any question about the material in the press release.
Incorporating press release into your online business plan will make a huge difference in your business, and it will all begin with writing an article.
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