You know what press releases are, but if you’re like most small business owners—you don’t know how to use them. Sure everyone would love getting press for their business, but is it really possible? And can you create a press release that will do it for you? In this week’s post, I aim to open your eyes to the world of press releases.
The Purpose of Press Releases
First of all, you need to know what exactly they’re used for. And really it can be broken into two categories:
- Garnering attention to what your company is doing.
- Building links to boost search rankings.
So whether you are looking for one or both of the above, press releases are an avenue to achieve them.
How Do You Write a Good Press Release?
Truthfully, it isn’t rocket science. As long as you are a decent writer with a bit of time on your hands, all you need to know is the following:
- Make sure your title and introduction offer something newsworthy. In other words, when someone reads your press release, they should immediately be able to tell what is new and relevant about your company.
- Lay off the advertising. A press release is not your chance to explain why your company is awesome. It should be purely factual, as it is an informational article.
- Use your keywords. Whichever keywords you are focusing on should appear in your title and one sentence summary. I also like to include them in the first and last paragraphs. Don’t go crazy with them though.
- Include relevant quotes. Whether from you or someone else related to the newsworthy event, use quotes that add to your message.
What Do You Do with Your Press Release?
A finely crafted press release won’t do anything for you if you don’t know where to send it. First, post it to your website. This will get it indexed in Google and set you up as the authority. Afterwards, you want to send it out to press release distribution sites. Some of these are free and some will cost you a bit. The free ones can be a decent place to get links, but finding the right paid site will likely do more to get you in the public eye. A few reputable ones are:
- PR Newswire
- Business Wire
When properly used, press releases can prove a useful facet of your marketing campaign. Have any questions? I’m here with the answers!
About The Author
Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.
Posted on Tue, October 25, 2011
by Brian Waraksa filed under