While press releases may no longer be the best tool for increasing your search engine rankings, they still play an important role in a successful PR and marketing strategy. With a smart press release distribution plan, you can get your story noticed by reporters and position yourself to get free media coverage in newspapers, blogs, and on radio and TV.
Of course, the problem is that most press releases suck. Seriously. Have you ever read the crap that companies put out in their press releases? It’s garbage. It’s either boring, not newsworthy, self-promotional, irrelevant to anyone’s interests, or all of the above.
How can you write press releases that get noticed?
- Find a creative news angle—Instead of writing the same old “XYZ Company Announces blab la bla” press release, try to find a compelling hook for your story that grabs the attention of reporters. You have to think like a reporter. What story would their audience find interesting? Rather than focusing on promoting yourself, shift your focus to finding a story angle that the general public would find interesting, such as a real story about a real person (e.g. an employee overcoming great odds).