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How to Write Press Releases: Best Practices for Content that Gets Found & Shared

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Best practices for writing press releases that can be seen in search engines and shared on social networks. Learn how to craft messages and fine-tune content to deliver ongoing visibility for your organization.

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How to Write Press Releases: Best Practices for Content that Gets Found & Shared

  1. 1. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.
  2. 2. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Why focus on discoverability? You’re competing against all the content on the Internet for your audiences’ interest. You’re not just competing against your company’s competitors, or other brands in your industry. Your content must be written, formatted and presented in a manner to attract the largest possible audience.
  3. 3. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. AVOID OUTDATED SEO PITFALLS
  4. 4. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Read more: “PR & SEO: Still Driving Discovery” >> NO Backlink Building! NO Keyword Stuffing! Use natural language, with minimal jargon. Black Hat SEO is out! Search engines now favor “human-friendly content”
  5. 5. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Read more: “Setting the Record Straight: Press Releases that Stand Out in the Digital Age” >> Focus on creating quality content. Today’s sophisticated search algorithms reward content that provides the best information.
  6. 6. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. SO WHAT IS QUALITY CONTENT?
  7. 7. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. If content is KING… Audience is your ACE.
  8. 8. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. ??? ???Who are your current clients? Who are your future clients? Who are the influencers you want to engage? Quality content is USEFUL. Research your audience to provide content they will value. What are their likes and dislikes? What questions do they have? What problem(s) can you help them solve?
  9. 9. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Quality content is STORYTELLING. Read more: “How to Write Press Releases Worth Sharing” >> We feel stories. We remember stories. We share stories.
  10. 10. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Quality content is NEWSWORTHY & RELEVANT. Check your facts, tell the truth and stay interesting. Read more: “Redefining Newsworthiness: New Opportunities to Earn Media & Attention for Your Brand” >> Answer the 5 W’s. Who? What? Where? When? Why?
  11. 11. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Products photos Photos of your team/office Explainer videos Original infographics Content screenshots Recorded Interviews Video product demos Quality content is ENGAGING. See great examples of “Content We Love” >> Bring color and life to your press release with visuals.
  12. 12. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. FOR DISCOVERY & ENGAGEMENT PRESS RELEASE FORMATTING
  13. 13. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Your HEADLINE is your release’s elevator pitch Don’t be too vague. Give your readers a reason to click. Have a meaningful descriptive word (a keyword) in your headline. Include numbers if you’re sharing data. (100% of readers love stats)
  14. 14. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Read more: “Tips for Creating a Press Release that Maximizes Social Sharing” >> Keep HEADLINES short & sweet! Include most important info in the first 65 characters. (because that’s what Google indexes) To be “tweetable,” headline should be under 110 characters. (leaving room for comment, link, etc.)
  15. 15. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Use SUBHEADS to add context to your headline. And, subheads are often what Google shows in search results after your headline – so make it count! XYZ Corporation Enhances Service with Honeybee Integration Honeybees help XYZ clients pollinate their sales across the U.S. Honeybee Webinar Hosted by Alpha Inc. & XYZ Corp.: May 28 Free webinar to discuss tips for successful sales pollination XYZ Corporation ‘Starts a Buzz' at Sales Nation 2015 Join us at #SalesNation2015 in booth #14 for conversation about sales pollination and your chance to win a year’s supply of honey.
  16. 16. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Include a clear CALL-TO-ACTION Give the reader a specific next step using a call-to-action (CTA). Keep the CTA toward the top. Include 2-4 additional links to drive traffic to your properties. Don’t risk losing those who don’t read your entire press release.
  17. 17. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Read more: “Top Ten Tips to Format Your Press Release” >> Format BODY TEXT so that it’s easy to skim. Break up a wall of text and draw the reader’s eye using bulleted lists and bold section headers.
  18. 18. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. DISTRIBUTION IS KEY TO DISCOVERY
  19. 19. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. YOUR WEBSITE & SOCIAL MEDIA PRESENCE Press Release Only posting a press release on your owned channels will limit its reach to your active followers. Distribution drives AWARENESS among new audiences.
  20. 20. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Distribution provides syndication to TARGETED SITES. National news sites Local news outlets Niche blogs & portals Multicultural sites News sites outside U.S.
  21. 21. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Quality newswire services require user authentication to avoid fraudulent news Search engines recognize them as trusted news sources Distribution adds CREDIBILITY.
  22. 22. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Using a newswire service drives discoverability outcomes that can’t be achieved through owned channels alone. Distribution is key to DISCOVERY. Distribution via Newswire Service Owned Media Distribution Only 87% 3% Page 1 (Search position 9.1) Page 3 (Search position 22.0) Appearance on Media Websites Average Search Listing Rank Source: 2013 analysis by KPMG. Read more: “Generating Content Discovery with Syndicated Distribution” >>
  23. 23. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Read more: “All Press Is Good Press: Best Practices for Creating Media-Friendly Content” >> Distribution helps connect you with INFLUENCERS. (because earned media is still the best discovery driver) Journalists still want (and need) press releases to do their job. Influencers within your industry are also looking for new info. Releases are a great media outreach tool as part of a tailored pitch.
  24. 24. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved. Check out “Setting the Record Straight: Press Releases that Stand Out in the Digital Age.” (And, If you’ve enjoyed this presentation, please let us know by liking or sharing it!) For more info:

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