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Quick tips – press releases

Posted by Michael Bloch in web marketing (Thursday August 3, 2006 )

Think about the types of press releases that you read; and equally, the ones you skip over – what are the elements of both types that grab your attention or turn you away? Use that list as a basis for creating your own.

Pick up more tips on press release development, including information on distribution services where you can submit your release at very reasonable rates.

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With all the focus on search engine optimization these days, it’s easy to overlook other forms of marketing and promotion.

A press release can be a very cost-effective and powerful marketing tool – and you don’t need to be a Fortune 500 company to create and distribute one.

Many small companies have been thrust into the spotlight after a journalist from a large publication has picked up on their press release and then run a full feature on their operations.

Another great aspect of press releases is that it does tie in with your search engine strategy. If you use a press release submission service, your news item could wind up appearing on hundreds of sites; each containing a link back to your site. There is some debate as to how much value a link from a republished press release has, but every little bit helps.

Even without the search engine ranking boost, the amount of direct click-through traffic that can be generated by your release appearing on so many sites can be quite substantial.

A press release is essentially a news story about your business, usually consisting of around 500 words, containing information that would be of interest to others.

It’s important to note that it shouldn’t be a 500 word ad – the promotional aspect needs to be very subtle unless whatever you are offering is extraordinarily unique and/or solves a major problem. Even so, you need to be a little objective in the copy and the release should also be informational.

For example, if you sell an application that prevents fraud, you can include statistics relating to fraud rates, how the fraud is perpetrated and *then* how your product or service addresses the problem.

Hype should be kept to a minimum. An example:

“X is the no.1 anti-fraud application!”

a better way to put this would be

“X is a leading anti-fraud application”

A very effective approach to press release development is to create it in an interview style, much like a news report.

Think about the types of press releases that you read; and equally, the ones you skip over – what are the elements of both types that grab your attention or turn you away? Use that list as a basis for creating your own.

Pick up more tips on press release development, including information on distribution services where you can submit your release at very reasonable rates.



 

 
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