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The Power Of A Press Release

The Power Of A Press Release. Top Ten Reasons to Create a Press Release. Announce a new product or service. Announce a special event, seminar or speaking engagement. Announce recognitions and awards garnered by your company or your employees.

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The Power Of A Press Release

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  1. The Power Of A Press Release

  2. Top Ten Reasons to Create a Press Release Announce a new product or service. Announce a special event, seminar or speaking engagement. Announce recognitions and awards garnered by your company or your employees. Share community service donations, involvement or events, from your company or your employees. Share company growth, promotions within, and how it affects the reader audience. Share company improvements—office expansion, certifications, new health plan, etc. Share company milestones—anniversaries, sales figures, corporate certification or association anniversaries Announce the creation of a new communications channel, blog, newsletter, website, branding, etc. Share an innovative use for your products and services and your client’s success with it. Comment on a current trend in the news and how your company is responding.

  3. 2 Different Types of Press Releases SEO Press Release (search engine optimization) Traditional Press Release It can be the same news just written a little differently

  4. SEO Press Releases HelpsYour Website Get To The Top Of Search Results Can Drive Traffic To Your Website Press Releases Also Get Found Online Gives You Something To Talk About On Social Media

  5. SEO Basics • Keywords - Find out what keywords are being used by people searching online. • Backlinks - Get links to your website from other credible relative websites, these are like votes in Google’s eyes. • Measure Results – You cannot improve what you do not measure.

  6. Keyword Resources • Google Keyword Tool - https://adwords.google.com/o/KeywordTool • How Many Competitors? - Do a Google search allintitle: keyword • Use Good Keywords – Use specific niche or localized keywords

  7. Google Keyword Tool Example

  8. Keyword Research Results Keyword Google Searches (Monthly) hair salon 18100 hair stylist 8100 hairdresser 4400 beauty parlor 720

  9. Click To Visit Media Contact Title Summary Body Anchor Text Link About

  10. Press Release Title • Must be under 100 characters (with spaces) • Should include one keyword • Must be newsworthy and not salesy

  11. Press Release Subtitle/Summary • Must be less than 240 words • Should include 2 keywords • Should make me want to click through

  12. Press Release Body • Should be around 400-500 words • Should include 3 keywords • Copy must not be opinionated or promotional, but factual • Written in 3rd party, they not we • Can contain 1 or 2 quotes

  13. Press Release About The Company • Company Name • 50-75 Word Company description including 1-2 keywords • Link to website full http://www.domain.com

  14. Anchor Text Links • The keywords that are linked are called “anchor text links” • Example: Karen has been a Naperville freelance writer for over 15 years. Helps her own website rank better for the keyword “Naperville freelance writer” • You usually have to pay for up to 3 anchor text links

  15. Press Release Media Contact • Media Contact Name • Company Name • Physical address • Website URL • Email address • Phone Number

  16. Online Press Release Sites

  17. Press Release Distribution Results

  18. After Your Press Release Is Live • Share on Social Media Profile sites: Facebook, LinkedIn, etc. • Share on Social Media Bookmark sites: Digg, StumbleUpon, etc. • Add it to local online sites like newspapers, chambers, publications • Ping it – pingler.com, pingomatic.com, pingmyblog.com • Write a blog post about your latest news and link to it • Add your press release to your website (change at least 30% first) • Set up Google Alerts

  19. Press Release Services Pricing • Press releases are part of all of our SEO campaigns • Write and distribute an SEO optimized press release to 10 sites - $250 • Press release distribution only - $70 • Rewrite a press release and distribute - $160

  20. Introducing Karen Dix

  21. Press Releases for Traditional Media….

  22. Local Print Media…Trade Print Media…Broadcast Media…All need content!!

  23. Content to ShareBragging Rights/Third-Party EndorsementBuilds a RelationshipDifferent Channel for your message Why Traditional PR?

  24. Contact Info

  25. Always Include Image Design & Promote in Naperville Magazine

  26. New and Old Info Included Contact Info

  27. Difference Between SEO and Traditional Press Releases More targeted content Keywords not essential Loss of control over content distributed Relationship with the media

  28. TRADITIONAL PR GOLDEN RULE: Know your audience! What do they want? Check the website for: • Contact Name • Submission Requirements • Content • Format • Deadline

  29. The TraditionalPress Release Format Release Date News Location Headline will Present News Angle Who, What, Where, When and Why Brief and Concise (400-500 words/as close to one page as possible) Proofread Media Contact Include Image

  30. Media Contact Release Date Who, what, where, when and why in first paragraph News Location Targeted news angle in headline Quote from source to support news angle Quotes keep people reading!!

  31. Supporting information of general interest Company Background Signal end of document

  32. Tips for Writing a Press Release • Strong, Catchy Headline. • Who, What, Where, When and Why in first paragraph. • Focus on the News Angle. • Most Important News First • Be Objective • Write in Third Person. • Use Quotes. • Be Interesting. • Perfect grammar and spelling • Limit jargon. • Double Space. • Have someone else read it.

  33. 1. Creating the Media List2. Create a Press Release 3. Submit the Press Release4. Follow-Up5. Thank the MediaLabor Intensive? Yes! The Traditional PR Process

  34. ….From “Scratch”…..Using Software Creating the Media List

  35. Special Sections

  36. Editorial Calendars

  37. Building Relationships with Reporters • Social Media • E-Mail • Networking • Personal Contact • Compliment and Say Thanks!!

  38. Submitting Articles Submit in the format they want….either: Through submission Portals Individual Submissions

  39. Electronic Press Release An electronic press release is an electronic version of a press release, usually consisting of usable video footage for use by the broadcast media. Usually part of a complete electronic press kit.

  40. SubmittingArticles

  41. SubmittingArticles

  42. Using Software • Vocus • Cloud Marketing Software • Media Data Bases • Targeted Media Distribution • - Tracking and Analytics

  43. Using Software CISION SOFTWARE -- Media Database -- Newsroom --Tracking -- Analytics

  44. Tracking Traditional PR Success Call, E-mail and schedule your own monitoring Media Tracking Software Google Alerts Search

  45. Resources & Portals Daily Herald Business Ledger Kim Mikus, Editor kmikus@daily herald.com Richard R. Klicki, Dir. Content Dev. rklicki@dailyherald.com GlancerMagazine Portal http://www.glancermagazine.com/#!editorial-request/cwmt Naperville Magazine Mark Zonca, Editor mark.zonca@gmail.com Naperville Sun TheSun@stmedianetwork.com Trib Local http://community.chicagotribune.com/article/

  46. Our Contact Info

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