How to Write Press Releases: Best Practices for Content that Gets Found & Shared

Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.
Why focus on discoverability?
You’re competing against all
the content on the Internet
for your audiences’ interest.
You’re not just competing against your company’s
competitors, or other brands in your industry.
Your content must be written, formatted and presented
in a manner to attract the largest possible audience.

AVOID
OUTDATED
SEO PITFALLS

Read more: “PR & SEO: Still Driving Discovery” >>
NO Backlink Building!
NO Keyword Stuffing!
Use natural language,
with minimal jargon.
Black Hat SEO is out!
Search engines now favor “human-friendly content”

Read more: “Setting the Record Straight: Press Releases that Stand Out in the Digital Age” >>
Focus on creating
quality content.
Today’s sophisticated search
algorithms reward content that
provides the best information.

SO WHAT IS
QUALITY
CONTENT?

If content is KING…
Audience is
your ACE.

???
???Who are
your current
clients?
Who are
your future
clients?
Who are the
influencers
you want to
engage?
Quality content is USEFUL.
Research your audience to provide content they will value.
What are their
likes and
dislikes?
What questions
do they have?
What problem(s)
can you help
them solve?

Quality content is STORYTELLING.
Read more: “How to Write Press Releases Worth Sharing” >>
We feel stories.
We remember stories.
We share stories.

Quality content is NEWSWORTHY & RELEVANT.
Check your facts, tell the truth and stay interesting.
Read more: “Redefining Newsworthiness: New Opportunities to Earn Media & Attention for Your Brand” >>
Answer the 5 W’s.
Who?
What?
Where?
When?
Why?

Products
photos
Photos of your
team/office
Explainer
videos
Original
infographics
Content
screenshots
Recorded
Interviews
Video product
demos
Quality content is ENGAGING.
See great examples of “Content We Love” >>
Bring color and life to your press release with visuals.

FOR DISCOVERY &
ENGAGEMENT
PRESS RELEASE
FORMATTING

Your HEADLINE is your release’s elevator pitch
Don’t be
too vague.
Give your readers a
reason to click.
Have a meaningful
descriptive word (a
keyword) in your
headline.
Include numbers if
you’re sharing data.
(100% of readers
love stats)

Read more: “Tips for Creating a Press Release that Maximizes Social Sharing” >>
Keep HEADLINES short & sweet!
Include most important info
in the first 65 characters.
(because that’s what Google indexes)
To be “tweetable,” headline
should be under 110 characters.
(leaving room for comment, link, etc.)

Use SUBHEADS to add context to your headline.
And, subheads are often what Google shows in
search results after your headline – so make it count!
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Include a clear CALL-TO-ACTION
Give the reader a specific next
step using a call-to-action (CTA).
Keep the CTA toward the top.
Include 2-4 additional links to
drive traffic to your properties.
Don’t risk losing those who don’t read
your entire press release.

Read more: “Top Ten Tips to Format Your Press Release” >>
Format BODY TEXT so that it’s easy to skim.
Break up a wall of text and draw the reader’s eye
using bulleted lists and bold section headers.

DISTRIBUTION
IS KEY TO
DISCOVERY

YOUR
WEBSITE
& SOCIAL
MEDIA
PRESENCE
Press
Release
Only posting a press release on your owned channels
will limit its reach to your active followers.
Distribution drives AWARENESS among new audiences.

Distribution provides syndication to TARGETED SITES.
National
news sites
Local news
outlets
Niche blogs
& portals
Multicultural
sites
News sites
outside U.S.

Quality newswire services
require user authentication to
avoid fraudulent news
Search engines recognize
them as trusted news sources
Distribution adds CREDIBILITY.

Using a newswire service drives discoverability outcomes
that can’t be achieved through owned channels alone.
Distribution is key to DISCOVERY.
Distribution via
Newswire Service
Owned Media
Distribution Only
87% 3%
Page 1
(Search position 9.1)
Page 3
(Search position 22.0)
Appearance on
Media Websites
Average Search
Listing Rank
Source: 2013 analysis by KPMG.
Read more: “Generating Content Discovery with Syndicated Distribution” >>

Read more: “All Press Is Good Press: Best Practices for Creating Media-Friendly Content” >>
Distribution helps connect you with INFLUENCERS.
(because earned media is still the best discovery driver)
Journalists still want (and need)
press releases to do their job.
Influencers within your industry are
also looking for new info.
Releases are a great media outreach
tool as part of a tailored pitch.

Check out “Setting the Record
Straight: Press Releases that
Stand Out in the Digital Age.”
(And, If you’ve enjoyed this presentation,
please let us know by liking or sharing it!)
For more info:

How to Write Press Releases: Best Practices for Content that Gets Found & Shared

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How to Write Press Releases: Best Practices for Content that Gets Found & Shared

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