Anatomy of a Press release:Besides Pseudo Press Releases, there are generally TWO types of content tactics: MEDIA: The goal of this type of release is to get coverage. These are aimed at specific members in the media (editors, bloggers, journalists) – sent personally to individuals. You want this release to be a complement to a more detailed article… Such as being quoted, used as a feature, or just copied and pasted into a blog. It’s all about focus. INCREASE PRESENCE Second type is aimed at boosting SEO. With no focus this type is likely to be used for large companies but unlikely to convert for a startup or small business. Quality over quantity – Quality is type one – quantity is this one.A correct release gets to the point quickly – straightforward. *CanvaWhen we see headlines online and on social media, we decide which links we’ll click and which ones we’ll overlook. Bloggers do just the same with Press Releases. Thus, our headline is the one most important part of the release. A common mistake is trying to be sparkly (your not selling a product – bloggers/editors don’t want to buy your product; they want to write about it). What they want is a straightforward sentence that tells them what it’s about and how it adds value for their visitors. Do NOT add a subheading – think of the first paragraph as a thesis for a subheading.Note: when sending your release out by email – make the subject the same as your heading. Common sense right? When you run an email campaign you tailor the subject line to get the subscriber to click on the email. The heading is accomplishing the same goal.Within the first minute of looking at your press release a blogger will ask their self – “Will my visitors find value in this?” And ultimately “Is it worth my time?”Dateline: Placed after the headline and is the most basic part of your release. This is the when and where of your release. When was it sent out? Where are you located? OR you can take an unorthodox approach if your release is about an upcoming feature – replace the ‘when’ with the debut date of the upcoming feature.OPENING AND BODYThe opening paragraph is a bit like an overall summary. Think of the Opening Para as an Executive Summary – first, write the body paragraphs then go back and write the Opening Para. You can even take the same approach with the headline.Similar to the headline, its goal is to intrigue and show value. This is the ‘hit or miss’ section – bloggers will skim to decide whether to keep reading… Begin with the most interesting content from the start – get in their face!. Remain short and sweet with the length of your paragraphs (4-7 sentences).BOILERPLATE The boilerplate is a simple paragraph that tells bloggers a little more about your company or yourself. Being a small company or startup you can benefit from injecting the boilerplate into the Opening Para. BASIC RULES Press Releases must be written in third person. No acceptions.BULLET POINTS: It’s hard for bloggers to work with bullet points – some bloggers want to simply copy and paste a portion of your Press Release – bullet points can restrict that.PRESS CENTER: Add a ‘Press Center’ page in your website – Show visitors that you are a company people want to wright about as well as a place interested bloggers can go to get more information without being reached out to. Have a phone number, email, company statements, images, logos, press releases, and anything that will be useful for bloggers.Make all of your Press releases you have on your Press Center downloadable. The big one listed above that really turns them on is photos. Photos are engaging and bloggers don’t want to waste time finding relevant photos – don’t give them a reason to overlook your company!


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