I’ve noticed that the majority of my new clients are looking for help with press releases. These entrepreneurs and small business owners know that press releases are a good idea but they’re not quite sure where to start.
When a new client calls and asks for help writing a press release this is the first question I ask – “What do you want to accomplish with your press release?” You need to be clear on your objectives so you can implement the most effective strategy when writing and distributing your press release.
1. When You Want to Spread the Word and Boost Traffic to Your Site
This type of press release should be written with SEO in mind so you need to implement the right keywords. Then I recommend utilizing an internet distribution service like www.prweb.com (there are other free services available). This type of distribution is a very effective way of giving your website a traffic boost since these sites rank high on search engines.
Of course, the idea is that when reporters are searching for your particular topic they’ll find your press release. Realistically, this doesn’t happen very often. If you want actual media coverage read on.
2. When You Want to Get Media Coverage in Newspapers, Magazines, Radio and Television
The second type of distribution I recommend is more likely to land you media coverage. You need to build a media list based on location or industry. This does require more work because you need to generate your own list. You’ll need to do your homework and find out who the best person is to send your release to and the best method of contact – email, fax or online form.
Make sure you have the right angle when you’re writing and sending your release to individual reporters. Consider using a “local” angle or an “industry” angle. In fact, you may want to consider sending them a “pitch” instead of a press release. A pitch is written in the form of a letter and specifically addresses the concerns of the reporter and their target audience.
Click here to learn how to go beyond a press release and cultivate a relationship with the media.