If this is your first time to write or distribute a press release, you may probably have this in mind: “How does it work?”,“what is the benefit of distributing online releases?”
Let’s first define what a press release is.
A release is a written compelling story about a brand that is submitted to journalists or a press release service for distribution. Its primary goal is to pique the attention of the press in the hope that they will cover it in the newspaper, magazine, or publication.
A press release service syndicates your story to several media outlets and subscribing journalists all at one time. It hosts your story permanently on its site and sends it to its network of media outlets, media, and influencers.
Journalists are more likely to cover a story when a business has an existing relationship with the media. They are more likely to pay attention if they receive your news directly or via a wire service. Connecting with them provides you with insights on what type of news interest them.
PR people build connections with relevant media to stimulate their interest. In the case of a service, using a site that has developed a good reputation with the press as a trusted source of news works best.
How to begin writing your release?
After getting your story idea and the media contacts that you want to reach, you can start crafting your release. Your content must be around 300 to 400 words not more than that.
Include the most significant facts of your story in the lead. It must answer the questions for: what, who, where, when, why, and how. The lead is the part of the release that would keep the reader from reading the rest of the story.
Keep it direct. Avoid writing too many details. Use keywords in the headline, subheading, and the body of the release.
The tone and language of your content must suit your audience and the site you’re submitting to. Provide one to two quotes that support your claims.
Include a call-to-action (CTA). It must take the reader to your site or a landing page.
Before ending your release, write your business information. It’s called a boilerplate. Include the name of the contact person, contact number, mailing address, and time of availability.
You can write the headline last. It must be short, direct, and entertaining. It’s your chance to get the attention of the media.
Don’t forget to include visuals. These days, it is imperative for your release to incorporate images, videos, or infographics. It boosts brand engagement and optimizes your content more.
What is the purpose of a release?
Press releases are used to spread an exciting and newsworthy story of a brand. It follows a specific format and provides the following purposes:
- To inform the media of your story in the hope that they will cover it.
- To spread your story on different sites, blogs, and social networking sites.
- To inform the media about your business.
What is the goal of a wire service?
Distributing releases via the wire service spreads the news far and wide. Unlike when you pitch to a reporter, you only send it a few relevant media.
However, when you send a release through service, it is sent to its network of media sites, media outlets, journalists, and influencers. It is permanently hosted on its website. It appears on search engines like Google, Yahoo, and Bing.
When you use a service, your story is automatically sent to subscribing journalists. It is sent to your target industry to ensure that it is received by journalists who are interested in covering your news.
A wire service helps you reach your target audience. The majority of press release distribution services offer industry-specific targeting and geographic-targeting. If you want to contact the local, regional, or national market, it is easy for you to do it.
What are the benefits of using a wire service?
1. It boosts the company’s visibility.
One benefit of wire service is helping your business increase your visibility. By syndicating your story on different locations, outlets, and sites, audiences can get to know your brand and products.
Getting long-term distribution helps you become visible on the search engines. You’ll be on top of the mind of the potential buyers and investors. This is especially beneficial for startups and small companies.
They are able to know who you are, what you can offer, and why they need to engage with you. Even journalists would become familiar with your brand. After some time, they will regard you as a trusted source of information.
2. It helps establish you as an expert.
Distributing releases regularly and for a long time can help establish you as an expert. If you are a startup or a business that wants to claim this title, you need to issue quality releases over an extended period to prove that you are a thought leader in your field.
Issuing releases for the long term can help the audience get familiar with you. Over time, when they see you issuing releases, they will regard you an expert.
Write releases of white paper or content that shows your stance over a controversial topic, or the result of your research. This will show that you are an expert in your industry.
People are more likely to trust you if they see you as an expert. They are more likely to purchase from you.
3. It provides you instant exposure.
If you’re a startup, issuing releases can provide you instant exposure and visibility. It is the simplest way to spread the word about your offer and business without spending too much.
Issue a release regularly to get in front of your target audience. If you are a new business, your release allows them to know your business better.
4. It improves your site traffic.
If you want to improve your traffic, issuing releases can help you achieve it. Optimize your statement to ensure that it gets on top of the search engines.
Use proper keywords. Place it on the headline, subheading, and the body of the release. Use keywords that your audience is using to find you.
Include one to two links on your call-to-action and boilerplate. The links must lead the readers to your site. Ask them to click the link to draw more visitors.
Writing a release can help you have more site visitors. As more people flock to your site, the more people are more likely to move into the sales funnel.
5. It helps manage your reputation.
When you’re a business thriving online, it is easy for you to get backlash or complaints. There are times that they are going to write negative comments about your business that can ruin your reputation.
Issuing a release via a distribution site can help you save your credibility. Immediately issue a release. A quality press release site can syndicate it to numerous media outlets and subscribing journalists at once.
This way, you can prove that you are handling the issues the right way. A release can save your reputation from getting tarnished.
6. It helps you improve sales.
If you have a new product or service, issuing a release about it can spread the word about your solution. Thus, helping you get more sales.
If you are regularly issuing a release, people will get familiar with your brand. They are going to trust you over the other brands in the market.
7.You can reach the audience of a particular niche.
For example, if you want to reach people in the farming industry or fashion industry, they can send your news to journalists who are more likely to cover it.
When you know how a press release service works, you’ll be able to choose the most appropriate platform for your business. The right platform will help you achieve your goals whether you want to be recognized as an expert or to reach more sales.