Press releases are normally written when you want to introduce a new product/services, when you win an award or when you’ve sponsored an event. Its main goal is to connect with the media and is usually the first welcomed form of communication to the media. With the internet, one may therefore opt to send out the release via e-mail to journalists/editors while some may opt to publish it on their very own website. This post focuses on how to make your online release stand out-so as to gain free publicity, increase search engine ranking and stick your business in the minds of your readers/customers.
- Have a Key-word headline. You may be aware that a headline should have at least 120 characters. Well another key aspect is that it has to have your most important keyword within the first 65 characters-of your 120 characters. The reasons for this; One, your headline is the first thing that humans-journalists-will read on your release. So it must be as convincing as possible. Entice them to delve into the rest of your release. And in the lingo of convincing humans, search engines-robotic-crawlers love headlines. You’ll notice that a lot of engines give more emphasis to key words in your headlines, especially your ‘’top-of -the-page’’ headline, than the rest of your body’s release. Another key aspect to note is: it’s not enough to just have a headline. In other words your headline should have at least 120 characters. Avoid a wordy headline that most -if not- will bore journalists-and or-readers.
- Include an Image. A picture is worth more than a thousand words. This cannot be over-emphasized. Sending out a press release that has a low res image or no image at all just doesn’t cut it. It almost kills the story-so to say. An A+ plus release should be accompanied with an equally impressive image. You see what this does to the journalists brain is that it grabs their attention. It also jokes on the brain in to thinking that the content is less serious as it may seem. I remember when I was a kid I used to prefer reading books with pictures. Any book without images was just boring. You’ll agree with me that none of us has outgrown that. We all want to read magazines with nice photos thrown here and there-right? Adding visuals to any piece gives it a lifeline of some sorts. So remember, in this day and age, no publication will be impressed by a release that doesn’t have an image to accompany it.
- Embed anchor text. According to Wikipedia, an anchor text or link title is the visible, clickable text in a hyperlink. For example-wikipedia:anchor text . It’s often blue and underlined like the example shown. The anchor texts usually link to another document or location on the web. In this example wikipedia:anchor text points to http://en.wikipedia.org/wiki/Anchor_text.They are a great way to deliver more information to your journalist/reader, and provide a handy way to give people who are interested in learning more a path to follow. This info can be about the company, product, image or added information that couldn’t be included or never found space in the release.
- Make it easy to read. When you have a release in the internet-where your readers can read it or in the email for journalists to consider-it’s important to make it easy for them to read. The reason for this is that they being on the internet, they are constantly being bombarded by a lot of information. What makes your release to be read lies in how you make it easily read. You can do this by using bullet points, numbered lists and paragraphs. You’ll bear me witness that reading an article that is one whole long paragraph from start to end isn’t your-desired reading- cup of coffee. As a reader you almost like to digest the information in sizable bits so as not to get weary while reading.
So, there you have it. Follow these tips and you stand to reap a stand out release-courtesy of your audience of course.