Marketing Your Website with Press Releases
What is a Press Release?
A press release is a
newsworthy story about your business that you submit to
various media outlets ~ newspapers, magazines, website,
radio, television. This is a wonderful way to get free
promotion for your website. Any story that the media picks
up will be far more valuable than a paid advertising spot.
Having the media do a story about you is like a personal
endorsement of your website and business.
What is the
Appropriate Format for Your Press Release?
release should have six basic components and they are (Click
here for a printable version of the release that
got InternetBasedMoms.com featured on the local news):
1. Release Instructions
"For Immediate Release";
"For Release Before [date]" or
"For Release After [date]"
Use one of the latter two if your press release is of a time
sensitive nature. For example, if you are holding a public
speaking event, you will want to use the "For Release Before
[date]" and make sure you input the final date for
registrations. If you are using the "For Release Before
[date]" ensure you are sensitive to media deadlines. Send
your release out well in advance.
Write an attention-grabbing headline. Make it
benefits-oriented (why would it be of interest to people?)
and descriptive. Avoid hype and promotional language ~
remember, this is a news story.
3. Contact Information
Include as much information as possible here. Make it easy
for the media to contact you. Include your phone number,
address, company name, fax number, email and URL. Include
the hours you are available at the listed phone number and
add an after hours phone number, if applicable.
Before you get into the body of the release, write a
sentence or two to summarize your press release. Make it
interesting, you want the recipient to keep reading.
This is the meat of your press release. Again, write a
benefits-oriented story. Think of the target audience as you
are writing. Your target audience is partly the editor or
reporter who will be reading the release. Ultimately,
however, your target audience is that editor or reporter's
readers or audience. You need to write a story that will be
of interest to them.
The first paragraph should answer all
the important questions - Who, What, Where, When, Why & How?
Add some quotations to add credibility and to break up the
story. Quotations can be from you about the topic.
Testimonials or commentary from your customers are very
effective as well.
6. Signify the End of Your Release
The end of your press release is shown by a few simple
characters. Place ### at the end of your release.
General Formatting Tips
- Always remember that your press
release is not an ad. It is a newsworthy story.
- Address your release directly to the appropriate reporter
or editor. The media receives many press releases each day.
A release addressed to a specific person is more likely to
get attention than a general submission.
- Keep your release to about 1 page (or 2 pages maximum).
- Number your pages 1 of 2, 2 of 2, etc.
- Use active verbs.
- Do not use excessive adjectives ~ they sound like hype.
- Tweak your release when sending to different medial
outlets. If you are sending to the local paper your content
may be slightly different than if you are sending it to a
- If you are sending your release by mail, use 8 1/2" x 11"
- If you are sending your release by email, never send an
attachment. Copy and paste your release into the body of the
Where to Send your Press Release
You need to
build a media list and this will likely take some time.
Start local and small. Local and/or small media are most
likely to be interested in your story and it's the perfect
way to hone your release writing skills. Besides, a lot of
the larger media outlets scan the little guys to find
stories to pick up.
Try newspapers, trade journals, topic
specific magazines, websites, radio shows, television show ~
whomever would be interested in your topic. You can visit
Media Post which is a pretty extensive directory for US
media only and it's free.
Again, always remember to get specific contact
information for your press release. A release address to a
particular person will get a lot more attention than a
general release sent to the media outlet.