Press releases are a crucial part of any well-rounded PR strategy. They can be used to improve brand recognition, build authority, and increase traffic to your website. In today’s digital era, a well crafted press release captures the attention of readers and search engines. But there is a difference between a well written press release and a piece that falls flat on several levels. Here are 3 reasons your press releases might stink.
- You Didn’t Optimize- Online press releases have given SEO savvy businesses a whole new avenue for improving their search engine rankings. To not optimize your press release is just plain foolish. Google craves the latest content, and press releases are crawled often. For this reason, you should include relevant keywords in the title, lead, and body of the press release. A properly optimized press release will grab first page rankings within a matter of hours. This can do wonders for exposing your brand.
- It Isn’t Newsworthy- Despite the fact that anyone can publish a press release online, it doesn’t mean everyone should. Press releases are still meant to be newsworthy at their core. Writing a press release just for the sake of writing one might grab you decent search engine placement, but it won’t grab the attention of human readers. Your press release doesn’t have to appeal to the mainstream media, but it should at least be interesting to others in your industry. If you don’t have something important to say, don’t say anything at all.
- It’s An Advertisement- Yes, press releases are meant to expose your brand to a new audience. And, yes, they typically discuss a new product or achievement related to your company. However, that doesn’t mean that your press release should be an advertisement for your company. It’s a press release- not a sales letter. You should avoid hyperbole and gimmicky sales talk. Instead, your press release should be written like a professional news piece. It should convey your message in a brief, professional manner.
If you’re planning to submit an online press release, you should remember to accommodate online readers. Use short sections to convey your thoughts. In the world of press releases, brevity is your best friend. Pithy press releases are much more likely to be read by people. Also, always include ample contact information in the press release. Most online press release directories will allow you to include a link back to your website. You can also add your phone number, email, and business address to the document.