Press Releases


Published on

Press Releases Strategies -

Published in: Business, Technology
  • Be the first to comment

Press Releases

  1. 1. DARYA A. BUSHMAKIN, MBA Facebook / Twitter / LinkedIn / Pinterest / Instagram / Video Resume / Website / Slideshare (603) 689 – 4513 / PRESS RELEASESAnswerFollowingWho What When Where WhyMistakes Never issue a press release in advance of receiving a new project, contract or executed business deal. Make surenews is a reality by waiting untilpaper is inked by both parties and infile. Premature or withdrawn press releases cause huge credibility gaps.Tips Add contact information. Articles should be as up-beat and positive as possible. Avoid jargon, cliché words (happy, proud, pleased, and thrilled), specialized technical terms, hyperboles. Batch similar tasks across allprojects so thatcan be done aroundsame time. Be complete and up front. Begin withmost important material and addsupporting material. Deal with actual facts (events, products, services, people, targets, goals, plans, projects). Delegate what you dont need toand improve ontime management. Double check for errors andhave numbers. Dont have a personal email that is weird like Anything that is nickname or vulgar will most likely end intrash. Don’t forget graphics (i.e. infographics). Engageaudience early, prior tovote or ruling. Extract important keywords. Focus on one idea, on readers and message. Have news. If you don’t know keywords, research them at services such as Google ( or Wordtracker ( You’ll get an idea of relative popularity of terms and a better idea about how to optimize release. Include a call to action in release, a quote and information about company, links and keywords Keep it short, simple, clear, succinct and topoint.Length of a press release should be no more than three pages.Between 300-800 words and no more than one link per 100 words. Keep jargon and industry language to a minimum, but use it when necessary. Keepimportant stats and facts to 100-140 characters or less. Optimize for keywords. Packagematerial in a way that makes it easy formedia to breeze through and understand.
  2. 2. DARYA A. BUSHMAKIN, MBA Facebook / Twitter / LinkedIn / Pinterest / Instagram / Video Resume / Website / Slideshare (603) 689 – 4513 / Place boilerplate right above# # #s. Start with a compelling, attention-grabbing, even jaw-dropping lead, and then follow it up with allrelevant details andkey message as early as possible, date and city in whichpress release is originated, company and uses introduces, which is just another form of announces. Update it frequently. Write a subhead or summary to help search engine placement. Consistent messaging and branding elements. Product roadmap. Dont be afraid of previewing a story.Press Kits Compilation of information formedia, bloggers, or anyone who wants more background, details, photos or graphics of you orcompany. o A booklet o A price catalogue o A sample articlePress Release Diagram Lead: first paragraph The main point ofannouncement (one or two sentences) Expanded lead: second paragraph More details and benefits (one to two sentences) Quote: third paragraph Expression of an opinion Body ofreleaseHeadlines Make headline short. Unless company is well-known, not use company name in headline. Use short words, one syllable if possible. Write headline at end, after rest of release is written.Subheads Subheads are remarkably useful tools, yet usually overlooked by press release writers. Basically,press release subhead gives youopportunity to flesh outangle and further hookreporter, without stepping ondrama ofpress release headline. Use different words fromheadline. Explainstory in one sentence. Use sentence capitalization without a period. Keepsubhead short.American Press Institute recommends keeping it under 14 words.
  3. 3. DARYA A. BUSHMAKIN, MBA Facebook / Twitter / LinkedIn / Pinterest / Instagram / Video Resume / Website / Slideshare (603) 689 – 4513 / dbushmakin@gmail.comQuestion Ideas What isannouncement? Who isaudience? Why shouldaudience care? Whatyou want people to know? Whatyou want people to do? What doesproduct or service do? What are its main features and benefits? What are its strengths and weaknesses? How is it different? When is it available? How much does it cost?Helpful Resources How to Write a Press Release - How to Write a Great Press Release: A Sample Press Release Template - How to Write a Press Release - release.html Dig Deeper:Power of Press Releases for Small Businesses - tabaka/2009/01/the_power_of_press_releases_fo.html How to Write a Press Release - press-release/ How to write a Press Release - Optimizing Press Releases: SEO is Now About Natural Writing, Social Sharing & Interesting Content - Release-SEO--Writing-Press-Releases-Effectively-for-Search-Engines.html The Killer News Release (Part 4): More on Headlines - The Press Release Vol. 2 – EngagingAudience - cavanaugh/2012/02/15/the-press-release-vol-2-engaging-your-audience MappingReach of Content Distributed by PR Newswire - release/ The difference between a press release and a press kit, difference-between-a-press-release-and-a-press-kit/ MEDIA RELATIONS CHECKLIST: THE STARTUP LAUNCH - relations-startup-launch-2012-08 Media Relations: Shaping the Story -- Part 2 - relations-shping-the-story-part-2
  4. 4. DARYA A. BUSHMAKIN, MBAFacebook / Twitter / LinkedIn / Pinterest / Instagram / Video Resume / Website / Slideshare (603) 689 – 4513 /