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The Benefits of an Optimized Press Release
You might wonder what the benefits are of sending out a press release. Why should you spend the time writing one and what exactly do you get out of it? How do you write an effective press release and is it really worth spending the time and effort?
These are all questions to which you might find answers using the services PressKing has to offer. The following points elaborate on how your business can benefit by sending out a press release. Some key factors are professionalism, visibility, brand building, SEO ratings, and free-targeted traffic.
A good press release shows professionalism
Sending out a compelling press release to journalists and bloggers shows that you mean business and that you are passionate about your interests, occupation or anything else you feel the urge to mention. It gives you much needed credibility and gives you the opportunity to establish yourself as an authority in your niche or field of work. Potential customers can get familiar with you, your products, services or any other informative content that you publish. Soon, you will be known as a reliable professional to whom potential clients are more likely to come to first.
Sending out a press release increases your visibility
Publishing a good press release gives you the opportunity to boost your business exposure online. The amount of exposure and visibility highly depends on how well your press release is written and how it is optimized. Relevant keywords and a prominent structure are essential when publishing. It is important that you publish your press release to an optimized directory in order to maximize your visibility and exposure.
Build your brand with the help of a press release
A well-written press release has the potential to reach thousands of interested visitors on a global scale. Imagine how you can embed your brand in the minds of a carefully targeted audience. Whether you would like to promote a service, product, blog, or brand name, a press release has the prospect to reach the desired audience of your choice. In time, your audience will get familiar with and remember your brand.
Improve your SEO rating with a good press release
Everybody knows that a good SEO rating is very important in order to be able to make money with your internet-business. An optimized SEO brings many great advantages. You can gain quality backlinks from having a higher search engine ranking. This is a very important factor and a press release can help profoundly with this.
Get free-targeted traffic from your press release
A successful internet-enterprise needs targeted traffic. A well-targeted press release can send a lot of traffic to your website. Make sure to send it to the right recipients and that you include the right links in order to lead the readers to the site you want them to visit. If the quality of your press release is good, readers are more likely to be interested in what you have to offer them.
With PressKing, you can create and send out your press release to over 200,000 media contacts worldwide. Imagine the potential exposure you could obtain with a meticulously targeted press release. Create your very own contact list or make use of our database. Be sure to get all the benefits from a good press release with PressKing and make your website stand out!
Published 9 May 2012 in Featured articles, PressKing Tips and Tricks
How to make your press release visually attractive
Some points on how to create a well-balanced and visually striking press release.
We have already talked about how to create, how to follow-up and how to get the best results with a good press release. In this article, we would like to point out the importance and added value of using images in your PR. Journalists and bloggers are more likely to pick up on your press release when it is also pleasing to the eye. So, what exactly makes an article look visually attractive? Here are some pointers on how to make your press release more captivating and balanced.
There is no fundamental solution to making your article look good, but there is an artistic factor. In order to obtain a generally attractive design, you have to focus on a combination of a number of components such as layout, balance, imagery, color and functionality.
The layout of a press release goes hand in hand with the imagery you select to punctuate your article. The basic layout of an article consists of a header, lead, main text and images. This is a general rule of thumb you can stick with and which is globally recognized by journalists and bloggers.
Balance the imaging with your article. It is important not to overcrowd your text with too many pictures or videos, nor should you add any images that are out of context with the subject of your article. Place your visuals where it counts. There is no need to show a video at the end of you article when it would have been more appropriate at the beginning. So, place your imagery strategically and in harmony with your text.
A picture paints a thousand words. Images and videos are very powerful tools, so be careful when selecting your imagery. Some people may find some images disturbing whilst others do not. Be aware of the fact that everyone perceives differently. There is no need to risk that your article ends up in the trash because of a troubling image. Let the picture or video do its job and tell part of the story for you. Choose imagery that fits in with the context of the article and that is neutral rather than provocative, depending on the subject matter of course. Choose carefully.
The subconscious responds strongly to color. Use it: it can be of real added value to your press release. Our daily lives are filled with color, so why not your PR? Colors affect our moods, energy and emotions. So, choose your images according to the tone of your article. This will greatly add to the quality of your content and press release as a whole. Add color wisely and you will set the right tone for your subject.
The function of imagery is to add something more to your article without the need for words. It can really add that final touch to your press release. For this, you can select pictures, videos or infographics. Be careful with the latter. An infographic can be visually stunning and quickly spread, but it has to be able to tell your story correctly. Make sure your story is suited for this, as an infographic only consists of pictures. Just make sure to own every copyright to any image or video used in order to avoid legal issues in the process!
Adding imagery to your press release makes it more likely to be picked up by bloggers and journalists. Your story should be entertaining, compelling, informative and most importantly, visually articulate. With PressKing, you can achieve this and create the most suitable and visually attractive press releases for all your needs. Our easy-to-use tool enables you to add any type of imaging desired. If needed, our support team is ready to help you with this process. Make your PR stand out with PressKing!
Published 18 April 2012 in Featured articles, PressKing Tips and Tricks
A lot of things have changed since the invention of the press release by Ivy Lee in 1906. The basic seven steps, however, have pretty much stayed the same ever since. The Atlantic City train wreck was the starting point for collaborations between journalists, photographers and agencies as a means to further open communications with the media.
Public Relations pioneer Edward Bernays later delineated the creation and use of press releases and, nowadays, platforms like PressKing are reshaping the classic press release and taking it to a different level. The entire process from creation to publication has sped up drastically. This has almost led to a scarcity of “newsworthy” stories by definition.
Terms such as “Newsjacking” appear, photographs, articles, and other press related material, etc., travel at lightning speed across the internet, from one side of the world to another. In contradiction, with all these modern possibilities and sources, this same scarcity makes room for new ways to create and distribute newsworthy stories.
So, what makes a story really interesting or newsworthy in the first place? Today, this also depends on the audience and platform or media on which it is published. With a variety of subject-specific channels to choose from, here are some links to different press releases:
October 1906
“Statement from the road”
The first press release as it appeared in the New York Times in 1906. Nice work.
July 1969
“The Eagle has landed.”
The “New York Times” publishes that “Men walk on moon”. Fantastic news.
July 1994
A couple of years ago, Senator Howell Heflin mistook his wife’s panties for a handkerchief. In public. Quite a laugh!
November 2005
This press release describes the story of an Alton Attorney who accidentally sues himself. Absurd.
The following link lists 15 very funny and clever newspaper headlines. The play on word is quite phenomenal.
Knowing that the press release will remain a very useful tool to spread the word about interesting topics and news-breaking happenings, the manner in which it is spread or published is still open to change; possibly even to new ways of distribution or creation that we cannot yet imagine. With a database of over 200,000 media contacts, PressKing offers the possibility to spread your newsworthy story to an audience of your choice and specific needs. So, stay on the ball and write about what you think is newsworthy with PressKing!
Published 25 January 2012 in Featured articles
Newsjacking: grab the news and claim it!
How can one, as a business or organization, claim the news? This is all discussed in David Meerman’s short and powerful e-book. The PR-guru lists all the elements for success on how to pick up on the actualities of the day.
The trick is tor grab the news while it’s still fresh and in the process of being shaped. Newsjacking happens when journalists are looking for the different angles on how to shape a newsworthy fact. This does not happen from a traditional point of view like it is usually done with a press release, but with a more original approach that brings an added value and that portrays objective facts into perspective. The following graph elaborates on how this can be achieved:
Should you buy this book and get cracking yourself? Unfortunately, it’s not as easy as it seems. Companies and organizations still communicate at their own pace and periodicity, such as the weekly newsletter or even a monthly magazine. The alertness to act instantaneously when news breaks right there and then is difficult to follow through. If one has to get the approval from the entire board of directors to publish a newsletter, it is unlikely that newsjacking-opportunities will be put into action.
So, my advice is the following: write your stories when they occur and publish them asap. PressKing can follow the pace you are working at and has the potential to quickly reach a vast and selected audience of your choice. Grab the news, claim it and publish it with PressKing!
Published 13 January 2012 in Featured articles
How to optimize your press releases for SEO
Your online press releases are published on independent web pages: how can you make sure that your target audience will find them, and read them? Most of your potential readers will use a search engine, such as Google, to research a specific brand or topic – then they may come across your press release, among other search results.
How can you optimize your press releases for SEO (Search Engine Optimization)? Follow these basic tips and you will maximize your chances.
Pick your keywords carefully
The most important part of your SEO optimization is to identify the 2 or 3 keywords that best describe your product or your news. These keywords should be common expressions that people are likely to use on search engines if they want to research your brand, product type or industry. Avoid professional jargon!
If you have a doubt, search different keywords on Google and compare how many results they get.
Make sure these top keywords are included in your title: most of the times, press release titles are enclosed in < h1 > tags and have a strong importance for search engine crawlers. These top keywords should also be included in your summary and in the body of your press release, at least 2-3 times each. This will give them more “weight” for search engine crawlers – and it’ll also help your readers understand your key message!
Learn how to build great links
A good press release contains a good number of relevant links, that will enhance both the reader’s experience and the web page’s search engine rankings. Don’t hesitate to build anchor links: pick your most relevant keywords and phrases, and link them to related pages in your own website! If possible, don’t link them to your homepage, but to deeper, more relevant pages (i.e. with a single topic / a better keyword density).
If your website doesn’t contain such resources, don’t hesitate to create specific landing pages, with rich content and a strong emphasis on the desired keywords or phrases!
Don’t forget that you’re writing for “human” readers!
Press releases should never be written for SEO purposes only. Your content should always be relevant, clear and easy to read. Nobody likes to read whole paragraphs with the same keywords or phrases repeated every other line, or with 3 hyperlinks per sentence – not even search engine crawlers!
Always remember: if your overall style doesn’t look “natural”, your SEO optimization will do more harm than good.
Published 17 October 2011 in Featured articles
Media training 101: what to say and how to behave during an interview
Media interviews can be frightening – especially the 1st ones. Some questions can be tricky, and nobody wants to deliver the wrong message, or make a bad impression. However, a successful interview is the best occasion you’ll get to share your story and build a strong, positive image for your company.
Follow these simple tips and your next interview should be a piece of cake.
1. Before the interview: prepare!
- Prepare 2 or 3 key messages.
Nobody will remember your interview if you don’t focus on a limited number of strong facts or figures. Just ask yourself: “if people had to sum up my future interview in one sentence, what would this sentence be?” This sentence contains the key ideas you will need to present throughout your interview.
- Organize a mock interview with friends or co-workers.
Tell them to ask you the trickiest questions they can find, and learn how to build coherent, meaningful answers. If you fail or stutter, start again until everything sounds perfect and natural.
- Study other interviews. Observe how the whole process unfolds: how long do people wait before they answer? For how long can they speak before they get interrupted? What do they do when they’re interrupted? What is the most typical attitude and body language? Etc. You will learn a lot by studying a few concrete examples, and this will help you get prepared mentally.
2. During the interview: stay cool
- Be there on time.
Journalists have busy schedules too! Just think of your interviewer as your biggest client: you don’t want to be late for your next meeting, and let him think that you don’t care.
- Listen.
Don’t be too quick at answering questions. If you didn’t understand a question, or if you’re not sure you understood it well, simply ask the journalist to reformulate it – he certainly won’t resent you for this.
- Keep your answers brief.
The next question will always arrive sooner than expected. You only have a few seconds to convince: if you can’t make your point in a few words, your interviewer won’t wait – he’ll just move on to something else. Stick to short sentences with simple, strong arguments.
- Watch your language.
Always remain polite. Also, try to avoid professional jargon. Don’t expect your audience to know anything about your business. Use simple, ordinary words: your ideas only become clearer.
- Stick to your key messages.
You’re only here to present 2 or 3 strong facts or figures, and explain/illustrate them. When the conversation starts shifting to something else, find a way to get back to your key arguments – always stay in your comfort zone.
- Learn when and how to say no.
If you can’t or don’t want to answer a specific question, try to find a good reason – something like: “I’m sorry, the reports aren’t in yet – I cannot respond to that at the moment”. If the journalist insists, remember that there’s no such thing as “off the record”. Only share information that you know could be published.
- Watch your body language.
Maintain a good posture, let go of nervous body language (shaking your leg, constantly smoothing your hair, etc). People will always pay more attention to what you’re saying if they’re not distracted by your physical attitude.
- Don’t take things too personally.
If the journalist arrives late, keeps interrupting you, or doesn’t seem to be listening: stay calm and polite. Losing your temper will always do more harm than good.
3. After the interview: follow up!
- Be helpful.
Make sure the journalist has all your contact details, and always offer to answer additional questions by e-mail or by phone. If you realize you’ve made a mistake (e.g. given a wrong figure, mispronounced a name, etc), don’t hesitate to call the journalist ASAP and ask him to correct it.
- Send a thank you note.
Sending a quick e-mail shortly after your interview will have 2 positive effects: 1) it’ll give you an occasion to remind the journalist that you’re here to help if he needs anything, and 2) you’ll be remembered as a nice guy!
Published 17 October 2011 in Featured articles
