Press Release Marketing: Getting Your Website Known

This is a guest blog post from Alice Seba, the Internet Marketing Sweetie.

What is Press Release Marketing?

First, let’s quickly define press release (also called a news release). Simply put, it’s a newsworthy story about your business. You send this release to various media outlets ~ newspapers, magazines, website, radio, television.

Press release marketing is an effective and low cost (or even free) method of promoting for your website. A story that the media publishes about your site will be far more valuable than a paid ad. When the media does a story about you, the public perceives it almost like an endorsement of your business.

How Do You Format Your Press Release?

Your press release should have six basic components. These are:

1. Release Instructions

“For Immediate Release”;
“For Release Before [date]” or
“For Release After [date]”

Use one of the latter two if your press release is time sensitive in nature. For example, if you are holding a contest or charity event on a specific date, you will want to use the “For Release Before [date]” and make sure you input the final date for registration or entry. If you are using the “For Release Before [date]” ensure you are sensitive to media deadlines. Submit your news release well in advance for timely publication.

2. Headline

Write an attention-getting headline. Make it benefit laden (why should the reader care – what’s in it for them?) and descriptive. Avoid hype and promotional wording – remember, this is a news story not an advertisement.

3. Contact Info

Include as much information on how to contact you as possible in this area. Make it simple for reporters to get in touch with you. Include a phone number (two if you use your mobile for business), mailing address, your company name, fax number, email and your website URL. If you keep business hours, include those too. Add an after hours phone number, if appropriate.

4. Summary

Before you get into the body of the release, write a sentence or two to summarize your press release. Make it interesting. The goal is to get the recipient to keep reading.

5. Content

This is the meat of your press release. Once again, write a benefits-driven story. Think of the target audience as you are writing. This is partly the editor or reporter who will be reading the release, but ultimately, your target audience is that editor or reporter’s readers or audience – that is who the reporter will be thinking of as he or she reads your release. Will this benefit their readers? Write something that will be of interest to them.

The first paragraph should answer all the 5 W’s – Who, What, Where, When, Why & How?

Add a quote or two to add credibility and to break up the release a bit. It’s ok if the quotations are from you about the topic. Testimonials or commentary from your customers or respected authorities in your niche are very good too.

6. Signify the End of Your Release

The end of your press release is shown by a few simple characters. Place ### at the end of your release.

Other General Formatting Tips

• Always remember that your news release is not an ad. It is a newsworthy story. It should stand alone as an informative piece of content.
• Address your release directly to the appropriate reporter or editor. They get lots of press releases every day. A release addressed to a specific person is more likely to get attention than a general submission.
• Keep your release to about 1 page (or 2 pages maximum).
• Number your pages 1 of 2, 2 of 2, etc.
• Use active verbs instead of passive ones.
• Do not use excessive adjectives ~ they sound unprofessional and hype-y.
• Tweak your release when sending to different media outlets. If you are sending to the local paper your content may be slightly different than if you are sending it to a trade magazine.
• If you are sending your release by mail, print it on standard 8 1/2″ x 11″ paper.
• If you are sending your release by email, never send it as an attachment. It may be automatically deleted. Copy and paste your release into the body of the email.

Where to Send your Press Release:

You need to build a media list for marketing your press releases, and this will likely take some time. Start local and small. Local and/or small media are most likely to be interested in your story and to publish your release. Starting with local media is a little less scary but builds your experience so you’re a little less “green” when the bigger media comes knocking. You can also hone your release writing skills this way. In addition, a lot of the larger media outlets scan the smaller ones to find stories to pick up.

Think of newspapers, trade journals, topic specific magazines, websites, radio shows, podcasts, television shows ~ whomever you think would be interested in your topic.

By way of reminder, always get specific contact information for your press release. A release address to a particular reporter will get more attention than a general release sent to the media outlet.

If you’re ready to write your first press release and get it out to the media, sign up for the free press release course…and get started the right way. Click here to sign up.