When you’re writing a press release, you’ll want to make sure that you’re doing more than just letting your local media know that you’ve got something to say - you need to make sure that you’re writing about a newsworthy event.

Admittedly, press release writing for online distribution is a bit different than writing a release for your local print media outlets or even national publications. You can get away - to some extent - with putting out details for the sake of attracting attention to your website.

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That key difference is something that you need to consider. When you are looking to write and distribute a press release, ask yourself if there is a news basis to the story, or if there is at the very least a news angle that can be taken. If there’s not, you shouldn’t be writing a press release (use the content for creating an article or blog post to drive traffic instead).

Writing a press release isn’t all about getting publicity from the media for your product launch, service announcement or company event - though the publicity definitely helps when you’re trying to get the word out. The reality is simple: writing a press release is about saving money on the overall costs of advertising.

Think about it for a minute: a thousand piece mailing or a press release submission - which costs more?

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On the other hand, effective press release writing and internet submission and distribution which can gain you a great deal of publicity takes only the effort of writing and click of the mouse. When that release is noticed, added to feeds for your topic and written about by media professionals the reality is obvious: you’ve saved more than just money, you’ve saved time as well.

Using press releases allows you to focus on just the facts; no need to create hype - the hype will create itself. No need to figure out where to spread the word; the word will get out naturally and you can be sure that, with simple effort, those who need to know about what you have to offer will hear about it with plenty of time to act.

When it comes to press release writing, almost everyone has an idea of what you should and should not do. Some of the information is valuable; in other cases though, well, you may want to be skeptical. When someone tells you, for example, that press releases are all about marketing, chances are good that you’ll lose sight - at least in part of the basics.

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So what are the basics? For the purposes of this post, we’ll call them the 10 Do’s of Press Release Writing:

1. Do write with professionalism. Even though your goals should include getting media attention, using funky fonts and improperly formatting your press release to attract it isn’t the right way to go.
2. Do write so that others will want to promote you product/service/event, but remember that you’re not the one writing promotional material.
3. Do write with enthusiasm. When you’re passionate about what you’re doing, your writing will be a bit more entertaining and far less dry and robotic.
4. Do be brief. There’s a reason why why press releases are a starting point for writers and a reason why you include your contact information: get the writers interested and they’ll be in touch for the details.
5. Do have a sense of the editors you’re writing for. That way, you’ll know how to provide the information that the editors are looking for. An entertainment editor will, for example, care more about the style of music than the calendar guy who just wants to publish a date.
6. Do write in the present tense. Remember you’re announcing something new, something that will happen, not reporting old news.
7. Do pay attention to the way your press release looks; there are standards and white space can be helpful.
8. Do tell a story; it’s more engaging than merely the details.
9. Do be honest. Exaggerations and misleading comments can be extremely damaging to your company’s reputation (again, the goal is positive buzz).
10. Do ask for a second opinion. When you’re writing a press release, you’ll want to be sure that you’re getting out all of the right information - having someone else look over the document can help you out a great deal.

These 10 Dos can help you to make sure that you’re getting the most benefit from the press releases that you write.

There’s a wide variety of information out there about effectively marketing your business with press releases - online and off, though we tend to focus here on the online press releases. Some of it is good information, some of it might not be as valuable.

This advice about headlines, however, is good to keep in mind:

(source)Create a catchy headline that accurately summarizes your press release. Your press release’s headline can be one line or have a subheading as well. Just remember you are competing against hundreds of other press releases on the editor’s desk. When editors do not have time to sit and read every single press release that comes in, they sometimes just take a glance at the headline. It is very important to have a headline gets their attention so they start reading. Work on the headline because it is just as important as the body of the press release. While you should make your headline interesting and intriguing, make sure it has something to do with the contents of the press release. Using a headline like “Free Trip to Bermuda” when your press release is about your organic baby food company is not appropriate unless you are giving away free trips to Bermuda to your customers, and even then that headline should be revised.

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Attracting media attention with your press release isn’t just about getting the attention of editors who may run the story; it’s about getting that attention and then backing it up with substance. Attraction media attention should be a positive thing: if more often than not editors see that your PR headline isn’t exactly relevant, no matter how great your headlines are they will stop reading.

When you create a press release for your business, you need to make sure that you’re including relevant information. You need to take care to make sure that your releases are newsworthy. And you need to make an effort to draw in the media - and the people who they are reporting to with the releases that you write. A relevant headline is key to accomplishing those goals.

When you write a press release, the goal - obviously - is to attract media attention to the event, product or service that you are announcing.

Unfortunately, if you’re not writing effective headlines for your press releases, chances are good that no matter how effectively written the release is, no matter how great the event, product or service is, you will not get the attention that your press release deserves.

What can you do to make sure that you’re writing effective press release headlines?

First, consider writing the body of the press release first. When you focus on the primary release, you’ll be able to write a headline (and sub headline) that matches the body of the release more effectively - it’s far more efficient than writing the body of the text to fit to the title: creating the title first is, in some cases, will limit the way that you write the content of the press release.

After you have created your press release, focus on what makes it appealing: what will draw the most attention to your words (and the event, product or service that you’re marketing)? This is the feature that you should focus on - it’s the feature that will help you to attract the attention that you need from the media and from prospective buyers.

We talk a lot about why you business owners who are looking for online publicity choose to distribute press releases online and offer a lot of tips for writing press releases.

1. Exposure. Every business that’s out there - both online and in the brick and mortar world - is more successful when there’s a buzz, when people know that the company exists. Adding more links back to your website or online store ensures that the word is getting out there, and exposure will build.
2. Cost. Advertising can get expensive. When you want to get your business noticed and spread the word about something new, a press release is a cost effective way of advertising without bringing in an advertising department.
3. Time. Calling everyone who might be interested in hearing about an event, product or service could take weeks: putting a press release out, linking to it from your website or blog and getting the word out that way will save you time.
4. Credibility. The more time that you put into standing behind your products and services, the more that you publicize them, the more that those on the outside will know that you believe in what you’re doing.

Press release distribution just makes sense; the benefits far outweigh the time it takes to write and publish a press release.

When you write a press release, part of your goal should always be attracting media attention. After all, if the media don’t notice your story, chances are good that bloggers and ezine creators aren’t going to pick up the gist of your new product, service or industry news. The key though is to use your press release to attract positive media attention.

In other words, all of the words that you think could really make your announcement stand out are terms that everyone else is using too. You just might find that, if you’re honest and realistic and keep your press release focused on the facts you’ll attract more attention to it.

That doesn’t mean that you should say that your widget is “average;” it means that you should focus on what makes it unique (just saying it’s unique isn’t enough). If your widget is compact and easy to carry, don’t just say that it’s compact, give the specifics.

When you create your press release, if you want to attract media attention you need to make sure that the announcement is newsworthy. You need to make sure that you are releasing the relevant details and not just hyping your product or event. Draw attention to the product or event by focusing on it - not on the hype around it - let the media focus on creating hype.

When you write a press release what’s your real goal?

Ultimately, your goals should include attracting traffic to your website and business as well as increasing sales, but that doesn’t mean that your press release should be a sales pitch. In fact, it’s not even a good idea to use your press release as a marketing material that talks about all of the great features of a product, your company or the thrill of attending an event that you’re sponsoring.

Your goal with a press release is to create a buzz.

In other words, when you write your press release, you’re going to want to get readers excited; you want news outlets to pick up and publish the story; you want to attract more than just prospective customers, you want to get the attention of others who have blogs, news sites and podcasts so that they start talking about your site.

How do you create a buzz? One way is to make sure that you’re releasing your press releases at the right time and that you’re talking about something that’s newsworthy. You should ensure that the info you’re releasing is reaching the right market - if you sell sporting goods, for example, why get your press release out there to a market where people are only interested in cosmetics?

When you’re aware of what you need to accomplish with your press release, you’re going to find that it’s far easier to generate a buzz. Write in the correct format, use language that gets people excited about what you have to offer and get your release submitted to the right market and you’ll see better results.

When you sit down to write a press release, you’ll have the basics in mind. Who? Covered. What? You’ve got that. Where and when? You know exactly when people need to get there and where they need to be. Why and how? Check.

In other words, even before you write your press release you know the key details of what’s going on and what you need to get across. You also know that your press release isn’t just a sales letter or a party invitation though, and that’s where some people get stuck.

Here’s a question for you: do you know why someone reading your press release will care? Do you know what will draw them in? If you don’t, you’re probably not going to see the results that you’d like to see.

Here’s a second question: are you excited about the topic of the press release?

Your own enthusiasm is going to be one of the most useful tools that you have when you’re writing a press release; when you’re excited about the product or event, when you feel good about what you’re doing, getting others invested is a lot easier.

Creativity is another component that isn’t to be overlooked (think about the differences between a 5th grader’s report on Thomase Jefferson versus some of the more recent biographies). “Just the facts” isn’t enough to get people engaged - especially when you’re writing a page of text or less. Choose the right adjectives; use active verbs; find a quote from someone else if you’re having trouble - but from the subject line on, make sure you’ve got the reader’s attention.

When you’re in business and you’re doing everything that you can to draw attention to what you do and what you have to offer, the goal isn’t marketing; the goal is getting sales. So look at what you’re doing - specifically, look at your press releases and see whether or not they are helping you to get sales.

Whether you’re working on your first press release or you’ve been sending them out for years - to the news media and online - there are some standards, some key points that will help you to accomplish more with each press release you send.

1. Make sure you’re using the right format when your release is written.
2. Make sure that your press releases are news worthy.
3. Get the reader’s attention right away.
4. Get readers excited about the product or service you’re announcing.
5. Direct people to the website or phone number they need to get more information.
6. Know and use the keywords and key phrases that your customers will use when they search.

That’s 6 steps - 6 easy steps - that can help you to use your press releases for getting more sales. At the very least, they are 6 steps that will help draw traffic to your site. Make sure that when folks follow the links they’re landing on a great page and that they have plenty of chances to act. Remember it’s not a sale until it’s closed.

Traditionally, press releases were meant to grab the attention of news media - radio, TV, newspaper and other print media. You wrote a headline that would get the reporters (or whomever else was reading the release) excited. The body of your release would include the who, what, where, why, how and when of things, but not just to mention them: the key would be to suck in the media once you had their attention, to grab a hold of them and make sure that they acted and helped to get others interested in what you had to say. That was your goal.

The first thing to focus in on is this: what one keyword or keyphrase is most relevant to what your press release is about? Obviously, this is going to vary from one business to the next and depending on the event, but answering it is key, because then you’ll have a starting point for press release SEO.

Your keyword or keyphrase will be what someone would be searching for. As an example, consider financial planning as the business’ field, financial advisor as what the writer does and a free financial planning tool being released as the subject of the press release. The ideal keyphrase for this press release would be free financial planning tool, and secondarily, you would want to show what made this tool different (it was being endorsed by a financial advisor). By using the phrases “free financial planning tool” and “financial advisor” in the title and subtitle as well as in the body of the press release, you can make sure that those who are looking for something like that are more likely to find it.

Remember that your goal in this example is to attract leads for those who are interested in a free financial planning tool that was created by a financial advisor.

It’s that same idea that can be applied whatever you do, whatever you are announcing. Think about whom you are trying to reach, why they should be interested and - just as you focus on SEO for your website or articles that you submit to directories, include those principles in your press release. With your goals in mind and an optimized press release, you can better get your message to the people that need to hear it - and make sure that they are excited about what you’ve got going on.

It is the dream of most people tasked with handling online publicity to come up with the best press release writing to make it towards the level of top PR blog lists. Being counted among the top PR blog list will already be a success in itself since attention and traffic can be expected to follow on its own.

Have you ever wondered why most people tasked with press release management spend long hours in trying to make certain that their press release will be worth all the time and effort? This is because it is crucial to commit a single mistake. Once a press release has been published, there is no turning back. Worst, errors can lead to dire consequences which could lead to corporate inconsistency that batters a corporate image.

So the next time you consider making a good press release, just consider this checklist beforehand:

1. Mixed case
2. Correct grammar usage
3. More than one paragraph
4. Summary paragraph

Check these areas out before making the final draft and you can minimize the need for failing to live up to expectations for press release management.

People heading public relations and marketing departments in most companies were placed there for a reason. Above all, it is their ability in getting sales and creating a buzz that will be the likely reasons for them to handle the job of press release writing and distribution to the proper channels that a company wants to penetrate.

Creative Minds Placed into One Shot Deals
Press releases are one hit deals that can make a difference and provide a company the proper exposure level it is always aiming for. One thing that separates the press release professionals is their ability to create a buzz. In doing so, these people have to think of something catchy and a lot of this comes from studying their market and the consumer behaviors so that they can effectively match ideas with the wants of consumers they are aiming to capture.

Show Something Different or Unique
Normally, people would treat press releases as something that will showcase discounts, sales and special promotions. The idea of press releases is to get attention and inform people of what goods or services a company has to offer. To be a good press release writer, you have to find a way to go around this belief so that people will again be able to trust and treat a company with respect and reliability.

It may sound simple but press release management has a lot of points that have to be considered. They are aiming to create a buzz and attract media attention but it still remains that whatever they are pushing for should be worth the attention and time that their target market is expecting.

Companies setting their sights of shifting operations into high gear know very well that press releases will be the competitive edge they will need. There are many advertising and promotional strategies present but for companies that are looking for credibility, press release writing is their answer in creating a buzz in the market.

When we talk about content, we refer to the news story you are telling. Keep the following points in mind when writing your press release.

Is your news “newsworthy?” The purpose of a press release is to inform the world of your news item. Do not use your press release to try and make a sale. A good press release answers all of the “W” questions (who, what, where, when and why), providing the media with useful information about your organization, product, service or event. If your press release reads like an advertisement, rewrite it.

Start strong. Your headline and first paragraph should tell the story. The rest of your press release should provide the detail. You have a matter of seconds to grab your readers’ attention. Do not blow it with a weak opening.

In business, you have to play your cards right. Press release writing is done professionally and must cover all aspects towards what most business honchos want to emphasize for their venture. It is imperative that highlights as far as business products or services are concerned are projected in the proper manner to gain positive responses that will be solicited from the market class that a company has chosen to penetrate.

Once press releases are distributed properly, creating a buzz to see the results from such a valued activity will eventually follow. From here, business heads can more or less depict the essence of turning to press release writing and appreciate the boost it gives to get better sales for improvement of their daily operations.

Online publicity is not limited to just press releases. Articles can help with your your online publicity as well. A well written article will establish you as an expert in your field, it can and should also using your author biography or link allowance with in the article, build links back to your website. But that is not all a good article can do for you.

It can and should also contain all of the elements of your marketing strategy, hence it will also assist in building your brand, service, or product. Just think about having the ability to earmark a solid angle and write up a piece about your product, service, etc., and get that piece distributed via distribution channels targeting your affinity base. The sweet thing is the article will potentially rank well on the search engines for specific phrases in its own right and will indefinitely remain as an archived item on other websites. In addition, a well-written article can drive quality traffic to a company website via immersed hyperlinks within the article, drive traffic from sources other than just the search engines, and create follow up article potential with editors in the US and/or around the world.

A well written article is another way to generate the online publicity that every website needs!