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The key to keeping your PR strategy new school is forgetting preconceived notions of what public relations is and instead focusing on creating highly remarkable content. Traditional press releases can still be really valuable when executed well, so instead of ditching releases as a tactic, give them a modern makeover to make them more useful for your marketing. 
This paragraph is your details paragraph. It is here that you give background, stories, history, information, or stats. This is where you paint a picture and bring in all the other stuff you want people to know about your announcement.
This could be something controversial, something interesting, or something emotionally engaging. Avoid at all costs something bland, vanilla or dry. It’s better to leave this out entirely if you can’t think of anything relevant.
Using Mailchimp in and of itself shouldn’t cause your emails to wind up in the spam folder. What will cause this, however, is misuse of the platform: Poorly formatted emails, recipient lists that are too long, having too many bounced email addresses, etc. Mailchimp has a guide on how to prevent this.
Hi Keith, thank you for the comment. This is all great insight and I appreciate you taking the time to post it here. Because both you and Craig posted similar comments, I want to make sure I clarify the intention of this post. This post is meant as a guide for how to correctly format a press release for general distribution using AP Style guidelines and other best practices. It is not meant to provide tips for how to contact writers. As you allude to in your post, and as I preach on my site, sending a template-driven message to every journalist you reach out to, is not a good Each message you send should be personalized and tailored to the interests of that journalist’s audience. In regards to what format you use for your press release. Journalists have their preferences as to which format they like to receive press releases in. I’ve worked with writers that span the gamut on this. That said, I think your points about copying and pasting the text into the body of your email over a attaching a Word document are completely valid. When I recommended Word in the previous comment, I was speaking to the specific context of general distribution, i.e., when you submit your press release to sites like Games Press. (Games Press requests Word document attachments as its preferred method to receive press releases in it’s submission instructions to avoid running into copying and pasting issues: http://www.gamespress.com/about_howtosubmit.asp). Looking back on my comment, I think I could have been way clearer though 🙂 Apologies for that. Again, I appreciate both your and Craig’s input here. It’s great to hear this feedback straight from journalists.
For online exposure, PR Web boats the largest website distribution with press releases being sent to over 30,000 bloggers and journalists. If you conduct most of your business online or you’re trying to reach an online audience, such as social media influencers, then this may be the more effective option for you.
But, with so many people on information overload via social media, texts, and emails, how do you generate excitement? What elements should your press release include or exclude? How much information is enough? How much is too little? Should you send out a traditional press release, or would an online-only press release suffice? Including the following elements should give you a good outline of how to write a press release for an event, while generating a buzz that will tell your reader that yours is not an event to be missed! View more press release writing tips and examples in another of our blogs.
The European Geosciences Union (EGU) has named journalists Julia Rosen and Vivien Cumming as the winners of its 2018 Science Journalism Fellowship. The support will allow Rosen to travel to the UK to write about the role of soil in the phosphorus crisis, while Cumming will follow scientists in Myanmar to tell the story of carbon in rivers.
Write the first paragraph of the body. This will follow the city, state and date of the release, and introduces the reader to the announcement. The first paragraph can identify the product again, state the key benefits and needs that the product fulfills.
The truth is that many of the authors who do this didn’t get featured on the ABC or Fox that we know.  Their book press release showed up on obscure sub-affiliates of these major websites, like NBC Milwaukee or something like that.  It’s still NBC, right?  But not the one you immediately think of…sneaky sneaky.
When you utilize press releases, you’re giving yourself, your business, and your brand the benefit of having a multi-faceted, multi-channel, robust marketing campaign approach. Press releases also allow you to maximize your impact and visibility.
PR-USA allows keyword anchor text (be careful not to over-optimize) and automatic URL links. One glitch I found with PR-USA is they randomly published one of my press releases on a different website. The good news is my dofollow link is in tact, but the Gudelnews.com home page is a PR3, not the stronger PR5 I was hoping for from PR-USA.net.
There’s a lot of squabble online about which press release distribution service is the best. Speaking from personal experience, there are only a handful that are even worth using. I’ve nailed Wall Street Journal time and time again using Berkshire Hathaway’s Business Wire, but it costs $400 or more for a release with a 400-word limit. (They charge you for each 100 words after that.) You’ll also pay a pretty penny to add photos, videos, social media signals, and so forth.
If you’re thinking, hmmm, well, I’ve got nothing – you’re wrong. You’ve just got to find it. Did someone on the album play on another release of note? What about the producer? Did you raise money to fund the release by mowing lawns? Did you write all the songs while training for the Iditarod? Did you quit a job at the IMF to record the album? Find your story, so you can then present it as a story worth telling.
The headline or “head” is your first chance to grab your reader’s attention and inspire them to keep reading. You should keep your headline short and to the point. Try to stay within the 80-170 characters range, and use language that is clear and easy to understand.
24-7 Press Release was launched in 2004. The company has a mission to provide their clients with the most excellent and cost-effective press release distribution solution available that delivers measurable results.
We recommend PR Web as the best press release distribution service for online exposure because they include significantly more online resources in their distribution network — over 30,000 compared to over 5,900 for eReleases and over 1,400 for PR Newswire.
You might want to get people you know on it and/or beta testers. So that when they try it there are already some players. Another way would be to do a soft launch to have enough people on board already before you try to get it reviews. Whether you do beta testing or the soft launch, you’ll probably learn a ton in the process and be able to improve your app. Pushing it too soon is usually not a good idea. If you do want to do it, creating a video could help understand how fun the game gets when it’s multiplayer.
Specific press release distribution on mobile or blogger networks often comes at a premium price. PR.com separates itself from other press release distribution services by offering low-cost, effective options for subscribers.
5 stars is not enough. In this e-age where companies take order online and then the buyer swims or struggles … you amazed me with your constant communication, responsiveness, and followup. I felt good from the beginning and I must say, I am going to copy how to do business from you! Impressed
As a best press release service, this press release distribution firm offers five flexible pricing options. These options range from a free press release distribution trial up to their Mass Media Visibility Package at $389.
Use title case. Capitalize the first letter of all words in the headline (with the exception of: “a,” “an,” “the,” or prepositions such as: “of,” “to,” or “from”). The combination of upper and lower case makes it easier to read.
Every element of your message needs to drive to your objective, e.g. driving traffic to a web site, getting people to register, or inspiring media coverage. Keep this in mind as you develop your message.
The company is part of global media intelligence company Cision and serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa, and Asia-Pacific regions. It has 35 offices in 18 countries, including 10 in the U.S.
While there are some positive press releases used to promote positive events such as extension plans or product releases, some occasions ask a brand to come up with a defensive one. Since positive press releases can be threatening to some, they can publish some negative news in retaliation. When it comes to writing a defensive press release, these can be a sharpest weapon to protect and defend a company from bad publicity.
Well, it depends. If you post on just a few of the better sites, you will likely get picked up by the search engines like Google and Yahoo, and will rank even better if you know how to optimize your release with keywords.
Be creative and don’t be afraid to try something that might seem outside of the “norm.” Remember, editors and writers are getting pitched hundreds, if not thousands, of press releases a day therefore finding a way to make yours stand out is the key. Before determining what exactly it is that will set your press release apart, know your audience and know whose attention you’re trying to grab.
Breonna is a Content Writer for CoSchedule. Her specialities include social media marketing, content strategy and blogging. When not at CoSchedule, Breonna can be found running around with a cup of coffee in hand and at least 3 books stuffed in her bag.
Don’t Syndicate. Once the preferred method of press release distribution, syndication is now dead. While some brands used to spend thousands of dollars each month to distribute their press releases, experts like Tim Grice have since come out to say that there is “no value in press release syndication for SEO purposes.” Instead of taking this approach, share your press release with local media outlets. You’ll enjoy a better ROI and your press release will get more traction.
In addition to being picked up by journalists, this press effort has also resulted in additional writeups and mentions since then, and continues to bring Shoreline Lake to the attention of oenophiles and others wanting unique wine-based, and related, experiences in Silicon Valley. This was not a standalone effort however; but rather a tactic used to achieve some very specific market communications goals (which were all met).
Write the second paragraph of the body. This area should provide more details about the key benefits of the product and needs it fulfills identified in Step 4. This area is the ‘bulk’ of the press release and can be up to five sentences long.
They have a press release example template with instructions on how to write a press release and an extensive Publisher FAQ that has helpful answers on topics such as how to write a business profile and how to review your press release distribution statistics.
This will put your press release into context and orient the reader about the date and time of your article. What’s more, current city and publication date information helps readers recognize the press release as recent and relevant.
At its best, a press release succinctly describes the “who,” “what,” “where,” “when,” “why,” and “how” of your project in a manner that makes media professionals stop the presses (so to speak) and say, “Wow! Now this is what we’ve been looking for.” At its worst, a press release reads as little more than an unintelligible sales pitch teeming with errors of every kind.