In the last couple posts we talked
why press releases are good tools for search engine marketing and
what sorts of things you can write about. All that remains is how to write an effective press release, so here are a few tips.
Headlines Count BIG. Wherever you submit your press release (
PRWeb is a top submission site; take a look), it will appear alongside many other releases. Your title should grab reader attention, so for the reader and search engine's sake, place keywords early in the title. "Search Engine Marketing Firm ABC, Inc. Moves to Larger Office" is better than "New, Larger Office for Search Engine Marketing Firm ABC, Inc." Don't go for clever headlines with puns or double entendres - press releases should be all business, and readers won't get or appreciate the wit.
Be Smart with Your Summary. Most online press release formats allow you to write a one- to four-sentence summary of your release. If the summary draws readers in, they will go on to read the release. Make the summary count. Explain as concisely as possible what happened, and why it's important for the reader to know about it.
Make Your Lead a Grabber. Your lead sentence should explain what happened and why it's important even more concisely than the summary. The best way to develop a sense of how to write a lead is to read newspapers. The first sentence of every newspaper story is designed both to stand on its own
and to make people want to read further. It's quite possible most of your writing time will involve these first three areas, the headline, summary, and lead.
Outline First, then Write. Every press release should tell a story. By creating an outline, you'll make sure to include all the important points and introduce them in a captivating way. In a story about the ABC, Inc. move, you might begin by stating the expansion has several important benefits for the firm's clients. Proceed by explaining what those benefits are and why they are important, one by one. Conclude with a testimonial from a client validating one or more of your article's claims.
Short Paragraphs! Long blocks of text are daunting to most readers, especially online. Keep paragraphs short, and have only one major idea per paragraph.
Use Quotes, but Judiciously. Quotes liven up a story, whether from an internal company source, an outside expert, a stakeholder, or a customer. Too many, however, interrupt the logical flow of the story and wind up reading like an interview or panel discussion.
Write the Right Length. Generally speaking, a press release should be 300-500 words. Avoid the temptation to include every point marginally connected with your topic. Always start with your most important points and work your way down to the least important. When you edit, you may find the last two or three points can be dropped altogether. On the flip side, a short, sketchy press release will disappoint readers, who, after all, are reading it to acquire facts and information.
Edit! Besides being well written, press releases need to be grammatically correct. When in doubt, refer to
The Associated Press Stylebook. It contains all the details and conventions on punctuation, abbreviations, writing numbers, etc. There's an entire section on business style. Sometimes, correct style conflicts with online writing conventions. For example, online, a single dash line is often used in lieu of a semicolon because it is easier to read. How much to bend rules of style is an editorial decision every company must make for itself. Perhaps the most important thing is to be consistent.
Make Your Boilerplate Sizzle. "Boilerplate" is a rather dismissive term for something that is quite important. Most press releases conclude with boilerplate - that is, a compact description of the firm; what it does, how it is positioned, and what differentiates it from the competition. Crucial stuff that inspires reader contact and interest in future releases. Boilerplate should be optimized with keyword phrases most relevant to your business and, if practical, the subject of the release.
If you have problems developing an outline or filling out 300 words, perhaps your story isn't newsworthy, or you haven't found the right story or angle. Don't give up. Kick ideas around with colleagues and perhaps you will uncover stories you didn't know were there.
