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The 8 Rules for Issuing Press Releases

Rule No. 1: Know How to Write a Press Release

If you have never written a press release before, you should consider using a professional writer or service. Press releases are about telling a story, your story. The truth is that writing from a journalistic approach takes years of studying and practice. That’s not to say that any good writer isn’t capable of doing it; it’s just to say that you will want to be as knowledgeable as a professional or hire one.
Press releases have to cover something that is newsworthy. A PR Daily article outlines six necessary AP style guide steps you ought to take when composing your release to assure that it’s newsworthy. Press Release Submission Sites They include: stating your objective clearly, using the five Ws, minding your spacing, using proper grammar and style, and showing names and titles correctly and appropriately.

Rule No. 2: Know Your Audience

Writing for your audience is critical when producing any piece of content you intend to market. A bit of demographical research will go a long way toward achieving this goal. For example, if your target market consists of the 45-and-over age group, using modern terms that don’t appeal to them won’t do much to help you gain traction. Understand your audience and who you are writing for before you craft your newsworthy release.

Rule No. 3: Understand Targeting

All releases are targeted when you set them up to go out for distribution. Proper targeting can often mean the difference between thousands of reads and plenty of traffic streaming back to your money website or the lack thereof. Free Press Release Sites Be sure you research every single industry your company, products, or services apply to before you set your industry targets pre-distribution.

Rule No. 4: Craft a Punchy Elevator Pitch

Remember that press releases are a major form of branding, something that is exponentially vital in the online marketing world of the present day. SEO has shifted to being more about branding and engaging content than about getting backlinks.
According to Business Know-How, the best way to write a classy elevator pitch that has viral potential is to have the following information at hand: knowledge of your brand, products, and services; an understanding of your market; research on what your competition Best Press Release Distribution Service is doing, and an awareness of the competitive edge you have to offer.
Still, you’ll also want to add some spice, bravado, and swagger to your headline to capture more attention. A boring and stagnant headline may be newsworthy, but that doesn’t mean it’s not making people pull their hair out when they read it.
Bad PR Titles – As an example, let’s say you own a software company that is releasing its next version with a much-anticipated update that users have begged for the past few years. You could propose a boring title like: “XYZ Software Company Announces Newest Version of XYZ Pro.” This title certainly is newsworthy. It’s definitely going to get approved by the editors. But, the problem is that it’s boring. It does nothing to engage the reader.
Good PR Titles – Try to be more creative. Revamp the title above to make it punchier, catchier, and more engaging. For instance: “Almost Human: XYZ Pro Takes Thinking Out of Doing; New Update Adds Human-Response Feature to Interface.”

Rule No. 5: Abide by the Editing Process

Editors at press release distribution services, newspapers, and online news websites are stringent. You’ve got to bear in mind that they are all fervent studiers of the English language, AP style, tone, and prose. Press Release Writing Service They don’t see any wiggle room in proper grammar or adherence to style; they see only black and white with no spatial gray area in between.
A Community Tool Box publication offers some tips on avoiding press release rejection by using proper grammar, spelling, titles, style, and prose. Remember, editors won’t fix your document for you; that’s on you. They might make minor changes.
However, if your release is not almost picture-perfect, it will go in the rejection pile with all of the other shoddily composed (and promptly rejected) news releases that editors get bombarded with day after day. like the one at the Star, who was mentioned in the article – do when they are over-inundated with error-prone articles and news releases.

Rule No. 6: Collaborate to Succeed

Teamwork will go very far in helping to develop an effective press release. Collaboration is how some of the finest marketing pieces are created. So why limit the idea of the piece and its composition to just your ideas? Rather, brainstorm with a few others and co-create and co-write the piece together. This will result in unrivaled clarity and perception, and it can drastically enhance the quality as well as the reader engagement of the release overall.

Rule No. 7: Cross-Promote to Gain Credibility

Cross promoting is often referred to by many in the industry as the “Free Form of Advertising,” which is exactly how the Edward Lowe Foundation references it. Press Release Sites Cross promoting can exist across vast mediums, with public relations being one of them.
Three inherent and innate rules do apply: cost, control, and credibility.
Finding a cross-promotion partner is easy if you already do business with them. Imagine splitting the cost of the press release distribution and syndication to promote a dual effort that thereby attracts more customers and enhances your credibility simultaneously. Reaching out to a few business partners may be all that it takes to gain a cross-promotion partner for your next PR campaign.

Rule No. 8: Use Quality Distribution Channels

This rule cannot be stressed enough. The simple mathematics of this equation are as such. Cheap distribution is not good, and good distribution is not cheap. Distribution costs money, plain and simple.
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.
Second to that, Marketwire gets decent traction and features an awesome dashboard with good analytics. PR Web is the most profitable of all distribution services but still charges nearly as much for tier-one distribution as the other services. As for add-ons, you get more bang for your buck on PR Web because you can add videos, images, and hyperlinks for free. Other services to consider include: Press Release Power, PR Newswire, SB Wire, and 1888PressReleases.
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