Like the evening news, stick to the facts

Recently, I’ve share a good deal of information about what kinds of topics are worthy of issuing a press release.  And last week, I shared some details on several online press release distribution sites to show you how to use the press release to generate traffic and act as a source of lead generation.  But the press release needs to be a quality document in order to entice others to look for more information.

To make your press release drive traffic, you want to be sure you’re sending out a professional and powerful news release.  Here are 7 tips to do just that:

1. Start Solid and Robust.  You only have a few seconds to capture the readers’ attention, so you need to get some key information out there quickly.  The headline, summary and first paragraph should concisely deliver your news.  The idea is to use the rest of the release to provide the details.

2. Write Professionally.  Avoid using slang and excessive hype because it will make your release seem more like an advertisement rather than a press release.  And in order to maintain and increase your business credibility, be sure to sure proofread and avoid any sloppy mistakes or grammatical errors because the press release will only open up those errors to a larger audience.

3. Avoid Using Industry Jargon.  The best way to communicate information in a press release is to write using ordinary language.  Industry-speak can quickly limit your audience.

4. Be Timely and Provide Information.  You want to ensure that your audience finds your story interesting so when you’re writing think about your audience.  Ask yourself, “Why should anyone care?”Your release should be timely, unique, emphasize something about your company that is new or unusual.  Regardless, if your press release sounds like an advertisement for your business, think twice about releasing it.

5. Just The Facts.  Be sure to tell the truth and avoid embellishments and hype.  As someone else to review your new release and if they think it sounds sensational, other readers will too.

6. Avoid Clichés.  Be sure to communicate the details around your announcement that really differentiates you from your competition.  Avoid communicating simple and cliché phrases like “great customer service” or simply saving money.  If those are true benefits, use real life case studies to demonstrate how your product or service has solved a problem and the results or outcomes your customers have experienced.

7. Understand Your Hook.  Be sure to have a strong angle in your press release.  You want to tie your information to recent data or studies that have been published, current events, trends or social issues because that helps to demonstrate relevance and the importance of your message.

Take a few extra minutes to follow these tips and your press release is sure to produce even better results.

I’d love to hear about any other tips you might include in this list.

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Delivering your company news creates business traffic.

Now that you know what is newsworthy in your business (see post on what kinds of information to announce), you have to decide how you’d like to distribute your press release.  There are numerous sites to choose from and which site you choose really depends on a number of variables –starting with budget.

The difference between free and paid for press releases is typically the SEO value and the quality of the sources the release is distributed to.  Other items that can impact the cost of the release is adding in other online links for SEO Value, release date options, and other enhancements including the ability to add in image as well as syndications or traditional journals.  When you’re reviewing the various options available, you’ll want to consider the reach that is appropriate for the topic at hand.

In order to get the biggest bang for your efforts, be sure to consult each site’s FAQ section as well as their recommended styling for press releases.  Each site will have a press release format as well as stipulations on the total number of words in the release.

I’ve included a list of a several sites here, both free and paid for sites.  I’ve also added some additional information that will help you determine which sites you might like to use depending on your objectives.

Free Sites

1. PR Log is an online press release distribution and press release submission service.  This is a free service and is quite easy to use.  Simply follow the instructions on line.

2. Pitchengine offers both basic and professional plans.  The most basic plan is free and the upgraded professional plans go up to $99 a month.  The basic plans are perfect for small businesses and entrepreneurs and the professional plans are targeted at PR agencies.

3. PR.com is a Free Press Release Distribution Service where each business also has a full company profile to promote everything about its business.  You can submit news and press releases to their global online news and press release distribution service to points such as AskJeeves News, Excite News, Topix.net, or MSN News.

4. Press Release365 gives you a credit to try them out and that credit is equal to the entry level press release service.  The entry level services run about $25 per release and that’s still extremely affordable for the kind of reach you can get for simply submitting a press release.  Distribution package pricing services go all the way up to $99.95.

5. Press Release Forum is a bulletin board style release site that is organized by industry so that might be useful for reaching people who are researching a very specific topic.

Paid Sites

6. Online PR News offers a $22 Basic Social Media Release (Social Media Links & Website embed).  They also offer a Search Engine Visibility program for $79 that goes out to 40+ syndications and distribution partners and reporting is included in this service.  The $349 service goes out to 150+ syndications and traditional journals.

7. PR Newswire has created iReach Programs that are suitable for small business.  They offer three different packages as follows:

• $129 posted on PRNewswire.com (heavy traffic & high visibility on major search engines)
• $299 adds an image and goes to syndication of 1,000+ sites includes reporting
• $449 adds photo and your headline posted in Times Square

8. PRWeb  has also created several press release programs starting with a basic program to get you started all the way up to a premium program.

• $89 – Getting Your Name Out There; submitted to search engines & news sites; target five industries and two regions; real time reporting on pick-ups and impressions.
• $159 – Attracting Attention adds distribution to news outlets (30,000+ journalists and bloggers); social media sharing embedded.
• $199 – Drive Business; adds SEO and priority next day delivery of news; add 10 industries and 5 regions you want to reach; premium publishers like Scottrade.com, streetinsider, International Business Times.
• $369—This includes advanced features where your news goes to high-profile Associated Press sites as well as social sharing with advanced features like video.

If it’s time to start using press releases in your business, pick one of the suggestions above and get started.   If you’ve already enjoyed some of the benefits of using press releases, I’d love to hear about any of your experiences with the sites mentioned above.

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Spread the news about your business.

There are three forms of lead generation:  advertising, referral marketing, and public relations.  And for most small businesses, advertising and referral marketing feel very natural for businesses to use.  Public relations, however, is a tool many businesses shy away from and it’s generally because they aren’t aware of what they have that is newsworthy.

Just think of everything that you do – it just might be newsworthy.  Here are 5 ideas to help you get started:

1. Your latest accomplishment or award.  If you’ve completed any kind of industry certification or educational program, it’s important to spread the word.  Telling your community about this helps to increase your credibility and build yourself up as a knowledgeable and professional business.  It’s also important to toot your horn about any kind of award because awards come from third parties so it’s not just you acknowledging your greatness.

2. Your event was a smashing success.  It’s important to send out a press release both before and after an event.  The before version let’s people know it’s coming up so they can plan to attend.  And the after version let’s people know what they missed.  The after version is important because you can summarize who attended, the speakers that stood out and the highlight of the event.

3. Announce a charitable contribution.  Your community wants to know what support you’re providing and you want your community to know that you’re an active member and create credibility for the cause that you believe in.  It is also useful at driving business because it can spur on additional positive media coverage and connect your business with the prospects that believe in the same cause.

4. Share new market studies, research, or polls.  I always say that it’s a business’ job to educate your prospects and make them better consumers of information in your industry.  And journalists love stats and surveys as it gives them more valuable content for the stories they’re working on.

5. Debunk a myth or an old tradition in your industry.  There are plenty of myths that relate to every industry and using a press release is a great opportunity to platform to communicate the truth.  And people love to send “told you so” links to their friends.  For example, a wedding planner can talk about new traditions and etiquette for the guest list.

Maybe you just launched a new product or service or you’ve moved—all are worth an online press release.  Press releases are extremely useful for building traffic back to your web site and generating new leads so they should be part of every business’ marketing routine.  Routine and consistency builds momentum, and momentum builds a business.

What else do you think is newsworthy?

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