I was always under the impression that press releases were supposed to be dry and…
They were only supposed to tell the story of the XYZ Company merging with the ABC Company, or how a new product that hit the market would change our lives forever…or not. My opinion of press releases changed a couple of weeks ago when I attended a webinar presented by Janet Thaeler, author of “I Need a Killer Press Release-Now What?” Ms. Thaeler is an Internet marketer and blogger who knows her stuff. In 2009, she won the “Social Media Content Guru” Award from the Social Media Club. She is also an online PR and online press release expert at OnlinePRBook.com.
I discovered that press releases don’t have to be dull. In fact, you need to make them interesting and unique in order to grab the attention of your target audience. You also want to make sure that your topic is actually noteworthy. It’s a good idea to focus on something that:
- happened recently
- is happening now
- will happen in the future
Another thing I learned is to call upon the oracle of Google Trends when you’re having a hard time coming up with press release topics. Google Trends allows you to enter up to five topics of interest and see how often they’ve been searched for on Google over time. You can see the geographical regions where people have searched for the topics the most.
When writing your press releases, don’t be afraid to tell the story of the people who were affected by your news. Share a story about how a product or service that your company offers impacted a customer’s life. Or, share helpful, industry-related tips. Doing this keeps your audience engaged and also piques their interest in your company.
Finally, use social media to promote your press release. Facebook, Twitter and other social media portals are great for online promotion. But don’t bog people down with information in your post. An intro sentence or two with a link to your release should be sufficient.
The writing team at Fathom can help you make the most of your online press releases.
Learn more about our Search Engine Optimization services today.
Image provided by Bennigan on Flickr