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Make sure your press release is formatted properly. Google press release format to learn how. Our PR editors will have your press release formatted properly for you if one of our paid PR distribution packages is used.
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A press release is a short, compelling news story written by a public relations professional and sent to targeted members of the media. The goal of a press release is to pique the interest of a journalist or publication. The press release should contain all the essential information (who? what? where? when? how? and most importantly why?) for the journalist to easily produce his own story.
For starters, you’ll have the most success if you pitch a story, not a press release. When you’re pitching media, you’re pitching real people, who have writing interests, beats and topics they like to cover. So while your press release should provide all the details about your announcement, your “pitch” should be tailored to the reporter and explain how your story meets their interests.
Remember, you are courting editors, journalists, or TV producers – not consumers. They’re not looking for fancy formatting and they certainly aren’t hoping to be impressed by a writer’s expansive vocabulary. Stick to the point and be sure to include the essentials. Press releases are usually no more than one or two pages long and contain complete media contact information, a headline, dateline, the body of the press release, and three hash marks that state, in journalistic terms, ‘THE END.’
This may come as surprise to small business owners, as a number of press release distribution services advertise that their press releases are “SEO optimized” or “SEO friendly”. What they mean is that the press release is coded in a way where if a person types in certain keywords, particularly into Google News, then the press release is more likely to appear in the results than a non-optimized release. How much more likely? I haven’t seen one company yet give hard numbers. It’s more likely that this is an advertising gimmick that press release distribution services use to sell their service to less informed clients.
With free press release distribution services from PRLog, users can take advantage of not only a search optimized webpage and PDF/print version but also search optimized photos, video embedding, and formatting support.
Avoid head-and-shoulders shots – think more creatively. Be careful with branding, as shots that have large logos in the background can be a huge turn off. Photos that may be reproduced in black and white also need careful thought to get the tones right.
In the center or left of the page, include a headline that summarizes the information in the press release. That might be, “Jones Promoted to General Manager,” or “The Whoseewhatsit Named Top Toy of 2016.”
In a month-long trial by Vitis Public Relations, just three of 60 free press release distribution sites (Online PR News, Open PR and PR Fire) won mentions in Google news.  Four (PR Fire, News Wire Today, PR Zoom and Idea Marketers) won placements in Google web results.
One of the reasons that we chose PR Newswire for our top list of paid and free press release services is because they have one of the largest press release distribution networks over multiple media sources.
Indicate at the top of the release whether it is for immediate release or under embargo, and if so, give the relevant date. Remember that it can be frustrating for journalists to receive information under embargo that cannot be published straight away. An embargo does not mean that journalists can’t contact you about your story, however – it just means that you are asking them not to publish it before a particular date.
A press release is written in different ways depending on the situation. However, if we consider a standard press release template, it begins with the name of the company, their contact number and email address of the person who wrote it. Also, the press release is printed on the letterhead of the company which must have the company’s slogan along with the above mentioned particulars.
Craft each release to target a specific media outlet send it to the specific reporter who covers that beat. This information can usually be found on the outlet’s website. Blasting the identical press release to multiple outlets and multiple reporters at the same outlet is a sign that you are taking shortcuts rather than targeting a specific market.
This press release company is based in Melville, New York, and while they do not include any details on their owners or founders, they have a direct number and address on their contact page for their world headquarters.
Press release terms have you boggled?  Need more help?  Here are a few sites beyond the obvious to help you learn more (or services to hire).  In no way am I advocating hiring someone to do press releases for you, but the rule remains for an entrepreneur:  Learn to do it or hire someone to do it for you.
eReleases: Our favorite press release distribution site is eReleases, but they keep raising their rates, which is frustrating. We used to distribute press releases through eReleases for only $149, and now it seems the price increases every month or so! The lowest package that eReleases offers right now is $249 for the Newswire Lite. With this package, they will publish your press release on PR Newswire, and it will get published on an additional 100 – 300 news sites. Having your press release published on this many news sites helps increase your online presence significantly.
Focus on answering the focal question, “Why should I care?” This is, after all, the question that all reporters, bloggers, and influencers ask when they read a press release. Why would their audience want to read about your news?