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How To Use Press Releases To Get Media Coverage

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When you write your press release, you’re effectively trying to sell your story to the reporter. The opening paragraph, and especially the headline, should grab the reporter’s attention by giving him …

When you write your press release, you’re effectively trying to sell your story to the reporter. The opening paragraph, and especially the headline, should grab the reporter’s attention by giving him something he can use, straight away, without having to spend a lot of time working out an interesting angle.

That said, there's more to Press Releases than just that. In this short presentation I'll share the strategies I've used to gain loads of media exposure. In fact you can see the type of coverage we've got here: http://www.melbourneseoservices.com/seo-experts/in-the-media/

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Transcript

  • 1. Press Release Crusher How to get the media to fall in love with you
  • 2. Press Release It’s all about building your reputation. It establishes your credibility and generates awareness even outsides your circle. It’s crucial to differentiating yourself from the competition.
  • 3. TYPES OF TESTIMONIALS Customer Testimonials Celebrity Endorsements Experts
  • 4. The Ultimate Testimonial: When media or any organisation covers you.
  • 5. MEDIA ENDORSEMENT The Halo Effect It’s when our overall impression of someone influences what we think or how we feel about his character. When someone endorses a specific product, our positive evaluation of that person affects the way we perceive the product, as well. People are more likely to respond if you’re an expert.
  • 6. PRESS RELEASE HOOKS All they want is a good story.
  • 7. “How do I find this hook?” Follow the general media Use Google Alerts Keep an eye on Yahoo Answers Determine your most popular blog posts Survey your customers
  • 8. HOW I SOLD THE MCG I wrote a press release. “Melbourne Man Sells MCG for $24.95” It got picked up by the media: from newspapers, to magazines, to TV.
  • 9. OFFLINE PR Geared towards: Generating publicity with print, radio, TV, conferences, and other events held at real-life venues. Example: MCG Press Release People want to know how the young man from Melbourne sold the MCG for $24.95.
  • 10. Tactics: Magazine Newspaper Radio What worked for selling the MCG Write press releases, speak at conferences, run contests, and contribute articles.
  • 11. REPORTER ATTENTION Reporters are always on the lookout for good story ideas.
  • 12. “How do I get their attention?” Tools: Know the focus of your target publication. Get to know their players. Have several story angles. HARO (Help a Reporter Out) An online service for journalists who wish to obtain valuable information for the stories they’re covering. SourceBottle An online service that connects journalists with valuable sources. Become a reporter’s friend.
  • 13. ONLINE PR Geared towards: Getting through and influencing a market that may exist only online. Generating hype on the World Wide Web: from blogs, down to forums and social networks.
  • 14. Tactics: Create videos that can go viral.
  • 15. Write SEO-optimised press releases. Write blog posts that warrant discussions among your target market. Keep in touch with clients, (business) followers, and key influencers via social networks.
  • 16. HOW TO WRITE ONE Write a good one. While a good press release doesn’t guarantee immediate media coverage, it will pique people’s interest. Key Elements: Title Summary Body About the Company Contact
  • 17. Always go for a definite style, flavor, & premise. Find your angle. Make sure you have something newsworthy to announce. Always get to the point. Explain your announcement in a clear manner. Go for catchy headlines. There’s no strict rule with regard to having a headline in “corporate-speak.” Include quotes. You’re basically providing journalists good quotes to use. Announce with your hook.
  • 18. Write it well. This leaves journalists with less work to do. They will be more likely to run your story than others that require a whole lot of rewriting. It’s not about you. For tutorials, visit: www.youtube.com/theSEOmethod
  • 19. ACTION PLAN Start watching Haro + SourceBottle Start watching your market news. Test out online PR Need more help? www.melbourneSEOservices.com
  • 20. Keen to learn more about crafting an excellent press release? Visit: www.melbourneSEOservices.com