The power of the press release
Whether you’re targeting local customers or aiming to go nationwide, it’s important to get your name out there. An online press release is a great way to get people talking about your business and creating a buzz around what you do.
With research showing almost two-thirds of people get their news online, a press release can be incredibly effective. If you’re not comfortable writing one yourself, a copywriting agency can produce professional content as and when you need it, a useful resource to have at your fingertips.
But what is a press release and what information should it contain? Here’s the lowdown.
What is a press release?
Although it might sound like a complicated and formal piece of work, a press release is just another way to describe a short piece of factual writing circulated for public viewing. Starting with a short but attention-grabbing headline, a press release will begin by including information about the location and the date stamp before revealing the full facts. The idea is that it should look like a traditional newspaper story.
Along with the new information to be communicated, the press release will contain details about how the company can be reached. There may also be a subtle call-to-action at the end but it’s essential that the text doesn’t sound like a sales promotion.
How long should a press release be?
The idea of a press release is to deliver punchy and to-the-point information, without waffle or flowery text. The thrust of the subject should be obvious from the headline with a brief synopsis in the sub-heading. This should set the tone for the whole press release, ensuring that sufficient information is relayed without it being excessively long or waffling.
The length of the press release depends on the detail being included but as a very general rule, they’re not normally longer than 400 words. It’s imperative that the content is high quality and meaningful, with a real reason behind the press release. If you circulate a press release that's little more than fluff, you’ll hurt rather than enhance your brand.
Setting out the structure
When you write a blog post or article, the reader might enjoy a journey around the subject. This type of creative approach is good for introducing multiple elements and for encouraging a deeper level of engagement with the subject.
A press release is very different as the tone is far more direct. There’s no big reveal halfway through as is often the case with general content. Instead, as many of the key facts as possible should be included into the opening paragraph, including the five Ws
- who, why, what, where and when.
How a press release can help
For the past few years, Google hasn’t treated press releases like other types of content, so you won’t be able to rank easily based solely on this type of text. However, that doesn’t mean press releases aren’t helpful for establishing a digital presence – far from it.
Here are some of the potential benefits of a press release:
- boost visibility
- cost-effective marketing
- increase traffic to your website as people look for more information about your brand
- establish you as an industry expert
- reach new customers across different platforms and channels
- improve local SEO listings when you include your full contact details.
A well-written press release is extremely dynamic and will benefit your business in many ways, all of which ultimately lead back to greater exposure and more traffic to your site.
Quality is king
Just like onsite content, a poorly written press release is damaging but when it’s done well it can be a powerful tool. Use your press releases wisely and relish the inevitable results that will follow.