How to write and publish a press release

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Press Release Submission
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What is a Press Release?
A press release or news release is a public
relations tool that is used to make suggestions
to journalists, editors, bloggers or other
thought- leaders. The goal is to get others to
publish, broadcast, post, or share information
you want others to know about. In the digital
age, press releases are also used as fresh
content for your website and for updates on your
social media platforms.
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What Press Releases Do ?
Press releases are the most cost-effective way of
building awareness about your business and what
you do. Press releases have more credibility
than paid advertising because they are regarded
as news and are often delivered by means of a
third party, i.e., a newspaper creating the
impression of an endorsement. If you write them
and distribute them yourself (using free
distribution sites) they are free.
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Return On Marketing Investment
Success Measures Data from Google Analytics
make sure you have this installed before running
your press release campaign in order to measure
direct referral traffic Number of people
completing Contact Us form or an RFP Google
Alerts create a Google Alert using the title of
your press release to see where it ran Social
Media activity Invitations/Likes on Facebook,
Invitations/Views on Linked In, Twitter, Houzz
and Pinterest followers, etc. Data from email
marketing service
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Answer Wh Questions
Press Releases The Who, What, When, Wow!
Presenter Denice Shuty denice_at_writelyyours.com
www.writelyyours.com 630.338.6535
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When to Issue a Press Release
To share important news about your
business Examples adding new services, hiring
key employees, moving/expanding, offering new
products, winning an award, launching a new
website, etc. To announce upcoming
brick-and-mortar or other event (so that people
show up, write about it, blog about it, or to get
media coverage). Examples An open house, a
ribbon-cutting, an awards- ceremony, a grand
opening, a speech or presentation, an
exhibition, a webinar, etc. (distribute 30-60
days or more before the event) To help manage
negative publicity or a crisis Examples To
clarify information, dispel rumors, explain an
unpopular action or unfortunate occurrence,
correct misinformation, to reassure
partners/clients, etc. To promote your companys
products, services, brand identity and position
(not related to a single event, more from a
general awareness perspective).
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How to Create a Press Release
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Journalistic Style
A good press release places the newsworthy angle
at the very top (much as the lead paragraph of a
well-written news story does), and is free of
hyperbole and overt promotionalism. Subsequent
paragraphs in the press release provide the
supporting material the 5 Ws and an H
spokesperson quotations other facts and
background information in a top-to-bottom
hierarchy of importance referred to as the
inverted pyramid style.
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Examples of Press Release Types

• The Business Activity Release
• Not about selling
• Positive, create excitement
• Fresh, newsworthy activity
• Share on social media platforms

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• The Event Release
• Used to promote an actual event whether in
  person or virtual
• Date/time/place specific
• Share on social media platforms
• Allow for lead time

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• The Crisis News Release
• Can be used before or after an event
• Urgency
• Share on social media platforms

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• The Backgrounder Release
• Used to initiate awareness about a
  company/organization
• Non-date specific
• Often used as part of a media kit
• Longer form than other press releases
• No boilerplate needed at the end

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Examples of Keywords, Deep Links, Company
Boilerplate
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Constructing the Press Release

• Keep it 1 to 2 pages in length
• Keep it in Word doc format not a pdf or image
  doc
• Include boilerplate information about your
  company at the tail-end, as well as info about
  other key persons and organizations germane to
  your story
• Always include phone numbers and email addresses
  where a spokesperson can be reached on evenings
  and weekends
• Always embed backlinks to your website, Linked
  In, Pinterest, Houzz, Facebook and Twitter
  profiles
• Include quotations and statistics
• Make relevant images easily viewable and
  available for
• download
• Keep headline to 60 characters or less
• Use bold and italic text for keywords in the body
  of the release

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Distributing the Press Release
In the digital age, WE ARE ALL PUBLISHERS Post
your press release on your website, your Facebook
page, your Twitter Account, Your Linked In
profile, etc. The fresh CONTENT along with
BACKLINKS enhances your authority with SEARCH
ENGINES. It also sends REFERRAL TRAFFIC directly
to your website, and is a also a means of
ENGAGING with your existing customers and allies.
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Distributing Press Releases (cont.)
Utilizing Email Marketing Platforms Email
marketing platforms such as Constant Contact
allow you to send your press release to all your
contacts, embed images into the body of the
email, and track results. There is also seamless
sharing on your social media platforms.
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Press Release via Constant Contact
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Distributing Press Releases (cont.)
Paid Services and Free Services Pressreleasepower.
com Anyone can register to distribute their own
press releases.
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Utilizing the Services of a PR Professional

• Public Relations professionals have proprietary
  media lists not
• available to the layperson
• Press releases go directly to the publisher,
  editor or writer, not into a big bucket
• The press release will be well-written the
  WOW!, print-ready and
• optimized

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Contact Us

• Website - www.pressreleasepower.com
• Skype - shalabh.mishra
• Telegram - shalabhmishra
• Whatsapp - 919212306116
• Email - shalabh.mishra_at_gmail.com
• Mobile -9212306116, 8860646116