Press releases are not as valuable for SEO as much as they were in 2013, but they still offer plenty of value. SEO: Tier 2 and Tier 3 Backlinks Google Results for Personal or Brand Name Citation Support Promote Events Here is the presentation I gave to help people and businesses learn how to use press releases to promote events and improve online brand positioning. Admittedly, perhaps the biggest value for those in attendance was the in-class examples we provided, which are not included in this presentation. For questions about how I might be able to help you write or market your way to success, call (248) 905-1290 or email Chris@TheUltimateAnalyst.com.

1. Using Press Releases to Promote
Your Events or Your Brand
Chris Wechner
Director of Marketing
The Ultimate Analyst

2. I used to be a poor writer!
• Childhood & College
• Career / Work World
• Today in Business

3. Tonight’s Goals
• Provide Background Knowledge
• Show Different Uses for PRs
• Demo
– Writing a PR
– Submitting a PR
• Give Ideas of when YOU can write a PR

4. Why I Like Press Releases
• SEO: Good backlinks, esp. for Tier 2 or 3
• Strong Branding SEO – Builds Credibility
• Great Citation Support (Directory Listings)
• Broadcast Events – Some people read these!
• Not many people feel confident about them
• They’re shorter than articles (on average)

5. First, let’s discuss some basics…

6. Press Release: What is it?
• A Public Relations Announcement about an
– Event
– Performance
– Some Other “Newsworthy” Item
• It is issued to the news media and targeted
publications to be distributed to editors and
reporters
• A BIASED Publication from the Company or an
Individual—Not a Reporter

7. Press Release: What it is NOT!
• It is NOT an.......Instruction
• It is NOT a……….Product or Service Review
• It is NOT a……….List of Facts
• It is NOT………….Sales Copy
• It is NOT…..……..General Information
• Note: A press release may CONTAIN these things,
but these are not the MAIN topics of a Press
Release.

8. Press Releases vs. Articles
• Many writers mix-up articles and press
releases.
• Press Releases: Identify an event.
• Articles: Provide Information
(may not necessarily be about an event)

9. Press Releases vs. Articles (Cont’d)
• Articles
1. Focus on Facts, Tips, Opinions, etc.
2. Meant for People to read
3. Length: About 500 to 800 Words (rough estimate—not official)
4. Example Headline:
“6 Tips to Writing Great Press Releases”
• Press Releases
1. Focus on Newsworthy Events
2. Meant for Journalists to read (so that they write an ARTICLE)
3. Length: About 300 to 500 Words (rough estimate—not official)
4. Example Headline:
“Author Creates Helpful Guide to Improve Press Release Writing”

10. What makes something “news?”
• News Elements
– Conflict
– Progress and Disaster
– Consequence
– Eminence and Prominence
– Timeliness and Proximity
– Novelty
– Human Interest
– Sex and Romance

11. Press Release: Example

12. Press Release: Sections: Example
Headline
Summary
Body:
-Dateline
-Lead Paragraph
-Main Body

13. Press Release: Sections: Example
Body:
-Last Paragraph
Company
Boilerplate

14. Press Release: Sections: Example
Contact Info:
PR Person
(at the very end)

15. Press Release: Sections
• Headline: Grab Attention; Briefly Summarize Press Release
• Summary: Provide enough info to entice reader to read more
• Dateline : Release Date and Originating City
• Lead Paragraph: Lists event(s) and generally answers the
basic questions of Who, What, When, Where and Why
• Body: Further Explanation/Additional Information
• Company Boilerplate: Short “About" section, providing
independent background on the issuing company,
organization, or individual
• Contact Info: Contact Info for PR Contact Person

16. Backlinks: Basics
• Backlinks are links from another location that
point to your website.
• Standard Backlink
– Example: http://www.TheUltimateAnalyst.com
• Anchor Text Backlink
– “Clicky” Text that takes you to another website
– Example: Chris Wechner’s blog site is helpful.

17. Backlinks: Quick Tips
• Use “http://www.” in your link
Don’t just use “www.” otherwise, it might not
register as a backlink.
– Correct: http://www.TheUltimateAnalyst.com
– Wrong: www.TheUltimateAnalyst.com
• Try to use words within your Anchor Text that
relate to the website it is linking.
– Example: “I really like yams on Thanksgiving.”
This should NOT go to a mechanic’s website, because
it does not relate to neither yams nor Thanksgiving.

18. Now, let’s discuss some tips for
writing effective press releases…

19. Writing a Good Press Release:
SEO for Backlinks
• Title
• Summary
• Text Body
– Keywords
– Naked URL Links
– Anchor Text Links
• Pic & Pic
Description
Main Goals
1. Provide Relevant
Backlinks (related to
the subject)
2. Affect Anchor Text
Percentage (Dilute or
Increase)

20. Writing a Good Press Release:
Branding SEO
• Title
• Summary
• Text Body
– Keywords
– Naked URL Links
– Anchor Text Links
• Pic & Pic
Description
Main Goals
1. Look good to anyone
reading the PR
2. Look good on search
engine result when
people type name or
brand

21. Writing a Good Press Release:
Citation Support
• Title
• Summary
• Description
• Pic – Logo
• Boiler Plate “About
Us” with Phone #
Main Goal
1. Mention
a. Brand Name
b. Location (at least
the City)
c. Phone Number

22. Writing a Good Press Release:
Broadcast Events
• Title
• Summary
• Description
– 1st Paragraph
– Middle
– Last Paragraph (KEY)
Main Goals
1. Rank for Relevant
Keyword
2. Prompt Readers to
take certain action
(register, visit, buy)

23. Demonstration:
Let’s Write a Press Release

24. Places to Submit (Free)
• PRLog.org
• BuzzFeed.com
• PRUrgent.com
• PR.com
• PR-Inside.com
• iNewsWire.com
• OnlinePRNews.com

25. Places to Submit (Paid)
• PRWeb
• PRNewsWire
– iReach
• EmailWire
• PRBuzz
• BusinessWire
• MarketWire

26. Demonstration:
Let’s Submit a Press Release

27. Go Press Releases!
• Press Releases are overlooked
(but not that hard)
• There are plenty of places to submit
(even free)

28. Press Release: Topic Ideas
• Website
– Website Launch
– Change to a Website (Website Update/Improvement)
• Company
– Owners/Management/Employees
– Customers/Suppliers
– Earnings Report
– Community or Charity Involvement/Contribution
• Industry
– Sales Trend
– Big Concern

29. Topics: More Ideas
• Announcing a new branch/ subdivision of a business
• Announcing a partnership
• Announcing a public appearance
• Celebrating an anniversary
• New laws that affect the business/Industry
• New management
• Obtaining a new, significant customer
• Offering an article series for publishing
• Reaction to new developments, laws, etc.
• Using new technology

30. Topics: Places to Get Ideas
• Google
– Standard Web Search
– News
– Trends
– Blogs
– Timeline
• Company Website
– About Us
– News/Press Room
• Industry Journals

31. Press Release: Topic Ideas
• Website
– Website Launch
– Change to a Website (Website Update/Improvement)
• Company
– Owners/Management/Employees
– Customers/Suppliers
– Earnings Report
– Community or Charity Involvement/Contribution
• Industry
– Sales Trend
– Big Concern

32. Topics: More Ideas
• Announcing a new branch/ subdivision of a business
• Announcing a partnership
• Announcing a public appearance
• Celebrating an anniversary
• New laws that affect the business/Industry
• New management
• Obtaining a new, significant customer
• Offering an article series for publishing
• Reaction to new developments, laws, etc.
• Using new technology

33. Topics: Places to Get Ideas
• Google
– Standard Web Search
– News
– Trends
– Blogs
– Timeline
• Company Website
– About Us
– News/Press Room
• Industry Journals

34. Review: Tonight’s Goals
• Provide Background Knowledge
• Show Different Uses for PRs
• Demo
– Writing a PR
– Submitting a PR
• Give Ideas of when YOU can write a PR

35. Final Questions
• What is YOUR objective?
• How can you benefit from press releases?
• What will you write your NEXT PR?
• What’s stopping you?

36. Using Press Releases to Promote
Your Events or Your Brand
Chris Wechner
Director of Marketing
The Ultimate Analyst