Every online business benefits from a strategic marketing plan, and while paid advertising is valuable, especially online, press releases are often overlooked. A well-crafted press release can generate exposure that surpasses paid advertising, offering a cost-effective way to reach a broad audience. However, many businesses report a lack of response from their press releases, which is usually due to poor writing or ineffective distribution.
Crafting a compelling press release that captures media attention is crucial. While some businesses opt for professional press release writing services, those who prefer to write their own should follow these key guidelines:
1. **Contact Information:** Always include a contact person’s name, phone number, email address, and website URL at the beginning of the release. Ensure the contact is available to respond to media inquiries; avoid distributing a release right before a vacation.
2. **Timeliness & Relevance:** Avoid simply announcing your product’s existence. Instead, create a hook by tying your release to current events, upcoming holidays, or trending news. Journalists seek fresh angles for follow-up stories.
3. **The Five Ws:** The first paragraph should clearly answer who, what, where, when, and why. If this information isn’t immediately available, reporters will likely move on.
4. **Expert Quotes:** Incorporate quotes from a credible source, such as the CEO or a collaborating expert. The quoted individual should be knowledgeable about the topic and accessible for interviews.
5. **Conciseness:** Keep the release concise, ideally between 400-500 words. A press release serves as a teaser; reporters will request more information if needed.
6. **Visuals:** Include high-resolution (300 dpi) images of the product, if applicable, and indicate their availability at the end of the release. Images significantly increase the likelihood of coverage.
For press release distribution, use reputable services that target media outlets relevant to your industry. Consider services offering online, print, fax, and audio distribution options.
Press release distribution may take time to yield results. Unlike frequently updated websites, magazines often have longer lead times. Expect both immediate and ongoing responses in the months following distribution.
In conclusion, consistent press release writing and strategic distribution are essential for your marketing efforts. Regular press releases (every three to four weeks) keep your company visible and amplify the impact of your overall marketing strategy.