How to Write a Press Release (Part 1: Filling the Blank Page)

It’s no secret that submitting press releases can help you build link popularity and ultimately help with search engine optimization of your website.

So where to start?

To most people, a blank page may seem empty; but in the eyes of a writer there are ideas, stories, and secrets already on that page. This is no different for a press release. Your job is to fill a page with news. But what makes particular story news? Or better yet, who makes a story news? That is a tough question to answer. In all honesty, anyone can make it into the news; you don’t have to be escaping rehab or breaking up with one of Hollywood’s hottest actors to do it. While people are busy searching for the latest on Lindsay Lohan or Brad Pitt wishing they had that kind of fame, you could be getting that fame with a well written press release, published and used all over the Web.

If you want to cause a stir in Hollywood (which is not that difficult to do, seeing as how the media is all over Jessica Alba’s boyfriend split, or her split ends) all you really need to have is a juicy story. But suppose you want to get your company high rankings on a search engine. What better way to do that than by optimizing the release to link back to your site. Basically, your Press Release is gaining authority from other links that eventually link back to your site. And with a well written story, you are gaining even more attention to your site. The next part of this article will further explain this; but until then, picture a large magnifying glass over the release. You have all the energy from the internet being condensed as it passes through the glass. Think about the strength of the sun frying a little ant. Your press release can have the same effect. Just try it.

Of course, you have to fill the page with something that is “newsworthy” first, and then it will be published. Meanwhile, you have to make the release appeal to your business without preaching to the industry’s choir or standing with your moose ears yelling “neener neener neeeener!”

If you’re not sure about what you should cover in a press release, consider these ideas to see if any apply to your business to get you started.

Announcing a new branch/ subdivision of a business

Announcing a new product or service

Announcing a partnership

Announcing a public appearance in person, on radio, television, or online.

Announcing a restructuring of the company/organization

Announcing free information available

Announcing that an individual in your business has been named to serve in a leadership position in a community, professional or charitable organization

Announcing that you’re available to speak on particular subjects of interest

Announcing that you’ve reached a major milestone

Announcing the results of research or surveys you have conducted

Celebrating an anniversary

Changing the company or product name

Changing the structure of a company

Contributing to charity

Earning recognition of the company, product or executives by a publication

Establishing a unique vendor agreement

Expanding or renovating the business

Forming a new strategic partnership or alliance

Helpful information (on a newsworthy topic- more about this in Part 3)

Introducing a new product

Introducing a unique strategy/approach

Introducing new employees

Issuing a statement of position regarding a local, regional or national issue

Launching and/or expansion of a website

Laws, rules, etc. taking affect on the business

Making public statements on future business trends or conditions

Management changes

Meeting some kind of unusual challenge or rising above adversity

New charitable partnership

New direction of company/business

New laws that affect the business/Industry

New management

New Programs

Obtaining a new, significant customer

Offering an article series for publishing

Opening up branch or satellite offices

Ownership changes

Participating in a philanthropic event

Reaction to new developments, laws, etc.

Receiving an appointment

Receiving an award

Relocation

Renaming a business

Restructuring your business or its business model

Setting up a customer advisory group

Sponsoring a seminar or workshop

Starting a new business

Using new technology

Just remember that there are no limitations on what to write in a press release and if it is well-written, almost any event can be turned into news.

Like a typical political campaign, it takes the right wording and a little bit of convincing to make a good story. Just add a little sweet talking and some catchy phrases, and viola! You have yourself a press release. There are a couple of tricks that might give your press release an edge. Depending on what you are planning on getting out of the release, you will have a different sugar coating on your story. But go easy on the sugar, not everyone has that kind of sweet tooth.

Next: Part 2: Your Press Release and SEO, a Match Made in Heaven