Tips for Creating an Effective Press Release

jane blackwell
  • Write about something interesting. That is, about something that your company or you have done as a professional, but that is relevant to everyone. For example, job opportunities, a new product, or service that makes life easier for a group of people, a free event you are sponsoring.
  • Use an informative, non-commercial tone. Remember that the purpose of a press release is to inform, not sell. If you would like to place an ad, you will need to contact a marketing agency (and pay for it).
  • Write an informative text. Since you are addressing a journalist, and the goal is for your message to be published in a media outlet, the text should be written in a journalistic style.
  • Be direct and clear. Remember that you are not writing a book. Get to the point, concisely tell what’s really relevant to your audience; if you upset your readers, they’ll skip to the next news and ignore your message.
  • Don’t use too many adjectives. Don’t overdo it or spend words complimenting your brand. Remember that you are writing a press release to feature news, not to highlight your products or services, or to  prove how good you are as a professional or business.
  • Add a branding image. This image can be an official photo or your logo.
  • Avoid unnecessary sentences and long paragraphs. A press release that is too long becomes dull and uncomfortable to read. As you write the release, you should stick to the critical points you want to highlight; any unnecessary information should be removed from the text.
  • Check the spelling. Spelling errors in your text can damage the credibility of the information and affect your brand image.
  • Read the text aloud. This will be vital for identifying phrases and words that should be changed.

How to choose the channels to where you will send your Press Releases?

After all the effort you put into creating a press release, you should try to send it out to the media.

So that doesn’t happen to you, I’ll share a list of things you should consider when choosing the best ways to publish your press releases:

  • Language and country. This is logical, but you must filter media by country and language. If you send your text to websites in other countries, your message will probably never be published.
  • Credibility and authority. If the media you choose is relevant in the geographic area, you are targeting, you will reach more people.
  • Frequency of publication. If possible, you should select media that publish content daily, rather than others that do it more widely, because updated sites will often have a more loyal audience.

Category in which your news will be published. You should be careful that your press release is published in a category related to the topic you are talking about. This will facilitate access to the targeted audience. On the other hand, the place of publication is equally crucial as it must be visible so that the reader can easily find it.

There are other things worth mentioning, especially for digital media, which you can’t ignore if you want the press release to boost your SEO strategy.

Metrics you should consider:

  • Domain rating. This index measures the authority of a given domain, with a score from 0 to 100, according to page quality. To reach this number, the script considers aspects such as the quality and quantity of backlinks. It is a metric generated by Ahrefs.
  • Domain Authority. It is also known as DA and refers to the authority of a domain in search engines. This parameter will range from 0 to 100 and is a metric offered by Moz.
  • Citation flow. This data measures the quantity, not the quality, of internal and external backlinks. You can use Majestic to generate this score, with parameters from 0 to 100.