10 Tips for Writing a Press Release
You can optimize your search engine optimization efforts with effective press releases. Though press releases have evolved dramatically over the years, you can still make informed press release decisions that can help you get the attention of your target audience.
So, how can you optimize your press release to stand out among the rest? How do you correctly execute press releases for SEO so that they can work exceptionally to bring the right information to the right audience for a brand?
A solid understanding of how a press release can work for a business and using the right press release platform can potentially impact the success of many marketing goals. When a press release is valuable, unique, and original, it can attract the attention of different media to write about a brand and distribute it through several channels.
It can further impact many key indicators in marketing, like mentions, citations, referral traffic, brand visibility, brand recognition, and so much more. In short, it can create a buzz not only on the sites that republish the press release but from many external sources as well.
What is a Press Release?
A press release can be your first great step to reaching your target audience. It is one of the most effective ways to attract the attention of traditional media and news organizations on the internet through sharing a brand’s story.
Technically defined, a press release is a short, compelling piece of content written for members of the media. The goal of writing a press release is to get the interest of a journalist to cite it in a news story that can capture the attention of a target audience.
The content of a press release often includes brief information about a brand’s event, product, service, special offer, or any exciting promotion. They can be created in the form of writing, a video, or audio.
Tips on Writing Press Releases for SEO
Follow these tips to make every press release work for your business in making readers become your loyal customers:
1. Determine Your Audience
You should write specifically for an audience that will respond to the content of your press release. Use the proper language in describing a product or service that will be relevant to the reader.
A press release is typically addressed to a journalist, so keep that in mind when you are creating a press release. What enticing information can capture a journalist’s attention? Knowing your audience will make it easier to determine how you will go about your next steps.
2. Share Something Unique
Decide the angle of your press release. Refrain from making a generic announcement that will not capture the attention of your audience.
How can your product or service fulfill the needs of customers uniquely? What is in your brand’s story that is different from your competition? Always make sure that your angle is newsworthy.
3. Descriptive Headline
Make a short but catchy headline that contains keywords that customers in your industry usually search for. Journalists are keen on titles that pique curiosity.
How your title sounds to them will determine if they will want to know more about what you are willing to offer. The rule of thumb in writing a descriptive headline is to maintain a maximum of 80 characters.
4. Address the 5 W’s
An effective press release should be able to answer the following questions:
- Who are the key players involved with the product or service? Who does your press release benefit?
- What is new?
- Why is your press release important?
- Where is this happening?
- When is this happening? Does it add significance?
- How does this come about?
Keep all details concise and create punchy sentences that will include all key points and essential keywords. Make sure that you finalize the content because there often isn’t any follow-up with you once it is released. Use simple terms and define the technical terms that you will be using.
5. About the Company
Include your company’s elevator pitch in a few sentences only. It should cover basic information about your company, what you do, and your culture. Make it relate to the story of the press release.
6. Appropriate Length
The rule of thumb for the proper length of a press release is not to exceed 700 words. Use the right words and a few paragraphs only. It is best to keep the press release as tight as possible.
The test of success with this tip is to check if, by reading the first paragraph, your story can be understood in its entirety. Typically, here’s what the next paragraphs should contain:
- Second paragraph: a bit more detail expanding on the details on the first paragraph
- Third paragraph: a relevant quote from reputable figures in your industry
- Fourth paragraph: outline of the final information like products in
development, special offer, event, etc.
7. Add Images
It is optional to include images with captions or descriptions, but high-quality images always add interest and capture attention. Images are strong visuals that create a direct message about what you are offering.
8. Add Release date
It is important to indicate when your press release will be published. This should be placed at the beginning of your press release story.
Ahrefs specifically defines the boilerplate as that which “comes after the main content of the press release but goes before the contact information”.
It is a one-paragraph summary that contains information about the company, including a short description of its products or services. You can also briefly add notable achievements of the business that can attract customers.
10. Contact Details
It is crucial that you do not forget to include your contact details should journalists and editors want to reach out to you. The usual format for contact details on a press release is:
- Name (bold letters)
- Name of company or PR agency
- Email address
- (Country code) Contact Number
Review Your Press Release Copy
Before you finally publish your press release, review the whole copy and particularly check if you have the correct and complete details, including key points. You can get a second opinion from an expert who can tell you if you missed important details.
Your press release can be an effective SEO tool as long as you make it inherently valuable so that it attracts relevant journalists who can feature your brand.
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