How To Write a Press Release? Everyone has ever heard of press releases and almost certainly, you have also read some of these releases in digital or paper newspapers. But, perhaps, you have seen it without even realizing that it was an id.
This is a strategy that companies, businesses or anyone seeking to disclose information that may be relevant or of interest at a massive level have been using for a long time. But, before continuing with this article, let’s start at the beginning, that is, by defining the topic that we will talk about in this post.
What Is A Press Release?
A press release is a written text by means of which a message of journalistic interest is sent to the workers of different media, with the aim that they disseminate this news in their newspapers, magazines, blogs, radio stations , TV shows, etc.
Although today, with the arrival of the Internet mainly, we could say that the use and importance of these press releases or press releases has evolved a great deal and has taken on a much more strategic character than it had before.
Today they not only focus on being a mere press release focused on increasing the reach of a specific news item, but they can also be used as an active part in the techniques and strategies of any Digital Marketing plan .
But what does this topic have to do with Digital Marketing? It is here, in the answer to this question, where that of evolution and the most strategic character that I mentioned before comes into play.
Currently, digital press releases can be a technique that enhances both our Communication and Branding strategies (through their massive reach) and SEO and Web traffic strategies (thanks to the links that are usually included in these releases).
To answer this question more deeply, there is nothing better than resorting to a very practical and concrete example. And it is that, very recently, we designed a strategy of this type in order to promote one of my Online Congresses .
It is evident, and perhaps it is not necessary for me to remind you, that one of the most important factors when organizing a free (or paid) event is its dissemination or promotion .
This is so because to get quality speakers and offer their talks totally free, you need sponsors. And sponsors demand visibility for their brands, as no one would want to sponsor an event where there were not enough attendees.
For this reason, as I said earlier, this was one of the means I used to promote this Online Congress.
But be careful, not only for the great visibility it provides thanks to its massive reach and for its enormous value of “disclosure” (a term that, as we will see, is one of the keys to this post), but also for the benefits it brings to the other digital strategies of my projects.
Why? Very simple! Because, as I already remarked at the beginning of the article, a press release is an ideal tool for our Communication, Branding, positioning, Web traffic strategies … is that not enough?
It is precisely for this set of qualities, so today I will talk to you about how to get broadcast in digital newspapers (taking my event as an example) and how these press releases can be a plus for all your Online Marketing strategies.
But this will not be all, since in this text I will show you some of the keys to keep in mind so that your appearance in digital media is as productive and profitable as possible.
Want to know what form I used in my media strategy? Let’s see it!
How To Make Press Releases That Give You Much More Strategic Results?
As entrepreneurs, in any online business or project, we always need to make all of our Marketing actions as powerful and profitable as possible.
The topic that brings us together here today is no exception to that rule.
So now discover how and why press releases will help you in your web positioning and branding strategy.
Therefore, in this part of the guide I am going to explain the most important steps to design a dissemination strategy in newspapers and digital magazines that can help you achieve more global benefits for all the other Marketing techniques of your projects.
1. Strategic approach to media and dissemination
In addition to the web traffic that this newspaper or magazine has, when defining an appropriate strategy to appear in digital media, four basic factors must be addressed:
- Country and language.
- Authority and credibility of the medium.
- Section of the web where they will publish the news.
- Publication date.
To make your project known to interested people, the first thing you have to decide is which countries to focus on.
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In the case of my congress, I consulted in Analytics the most significant countries in terms of the traffic received on my blog and, taking into account these data, I focused on them when choosing where to promote the event.
Those chosen as the main ones, by the way, were:
Another strategic and basic point to define is the language .
In what language will the presentations be given? To which countries will the content be directed?
In my case, the choice of language (as an elementary guideline of the press release) was Spanish, since my target audience and audience is mostly Spanish-speaking, so there would be no point in campaigning in other languages.
It is equally important, secondly, to pay attention to the trust and credibility that the digital media we choose provide the reader, that is, the authority that said newspaper or magazine has on the Internet.
Based on this variable, people looking for information about an event in their country (in addition to the official website) usually find it in their trusted newspaper, and this custom does not change overnight.
In the same way, it is not worth us to publish our communication in any section of your website , this should be an easily visible place (that you do not have to click to find it) and that is related thematically to our information.
Finally, a good strategy includes organizing within a specific time frame . And for this, the ideal is to plan those press releases on a publication calendar.
Important: you should bear in mind that it is much better to appear little by little in different media, than to publish all the content almost at once (thus not only do you get more visibility, but you also temporarily extend the impact of it).
The case of #Monetiza was not an exception in this regard. Posting had to be done spacedly, as expectation needed to be created.
To do this, we divide the publications and divide them into two fortnights:
- The first focused more on Latin America
- The second in Spain
2. Selection of the most powerful media (traffic and Web authority)
Once the four previous points have been defined, the next strategic step in selecting the most appropriate media to disseminate our press release is to detect which are the most authoritative and visible on the Internet.
To choose the right media, pay attention to SEO metrics , giving special importance to these 4 metrics. They are:
► Domain Rating: It is an Ahrefs metric that gives a range from 0 to 100 according to the SEO quality of a website.
► Domain Authority: from Moz, which values from 0 to 100 the SEO quality of a complete domain.
► Citation Flow: a metric obtained from Majestic, scores from 0 to 100 the number of links a website has.
► Trust Flow: also from Majestic, values from 0 to 100 the quality of the links that a website has.
On the other hand, at the time of selection you must also analyze the amount of keywords and the organic traffic that these media possess, data that you can easily obtain thanks to tools such as SEMrush or Ahrefs.
You may also be interested in: What Is Keyword Research, What Is It For And How To Do It Step By Step?
Remember that we will include a link in those communications and they are the ones that will help us in the SEO strategy of our projects. After all, this is also a great opportunity to get more quality backlinks .
But, in the case of the example that we have been developing (capturing registrations for an event), the most important feature within this section, and which we have already discussed above, is the visibility that each medium can contribute to our information.
And to attract more participants and achieve a good search engine positioning at the same time, it is essential to publish on websites with good authority and organic traffic that help us to appear in the first results.
Just as some newspapers really make the difference, many others do not even grant a minimum diffusion, something that – naturally – does not help much to increase the traffic of your landing or to improve the SEO of your website.
Hence the importance of a good choice!
In my case, from Publisuites (the platform I chose to carry out my strategy) they helped me not only to choose the means in which my note could be published on the cover, but also the most active ones on social networks.
Following these parameters, I chose 15 from more than 300 digital press media that includes the database of this platform.
In this box you will see some of the filters that you have on this platform, so that you can also choose the ones that suit you best.
If you need specialized media and blogs to spread your press releases, the friends of Publisuites have a gift for you, and you will find it at the end of the post.
3. Complement your press release dissemination strategy by publishing on specialized blogs
Another point to keep in mind is how to complement the dissemination strategy with specialized blogs in your sector.
Appearing in the press is very positive to convey credibility and confidence, and even more so if it is in the so-called large media.
But, the current trend also defines “credibility centers” as nothing more and nothing less than microinfluencers’ blogs. This group is made up of Bloggers who have created a solid community of followers, thereby obtaining a certain power of influence.
The term “influence”, in this case, refers to the fact that these people (through their content) can inspire their followers to try a product, attend a webinar or register for a congress where the blogger goes to give a talk.
Hence the importance of adding in your dissemination and visibility strategy to some specialized blogs in your professional or commercial sector.
Of course, not all blogs are created equal. In fact, we could divide them into:
► 1st Influencers Blogs: made up of people who have worked on their personal brand and who share their knowledge in their environment (my blog is a clear example of this).
► 2nd specialized blogs: made up of experts in a specific theme or topic and who always write in the same medium.
► 3rd Corporate Blogs: which includes those companies that share their experiences on a specific sector in a specific medium. I call it “corporate” because the image at stake is that of a company or brand and not that of a person.
Well, when choosing between any of them, you also have to pay special attention to their reputation, their visibility and their SEO metrics, more or less as in the case explained above.
The more SEO quality the medium that will publish something about my business or event has, the more influence your links will have on the authority of my website, increasing in turn the value that Google gives to it.
Let’s not forget that, in addition to capturing traffic through SEO, it is also important to get referral traffic, and that it is precisely that traffic that we get through appearing on these blogs and mass media.
The referred traffic brings more visibility and a lot of value to a business, since it is an indication that other media talk about your website and link to it, something that almost automatically qualifies your content as of higher quality.
In Publisuites you can also make a selection of some specialized blogs to complement your strategy. They currently have more than 5,000 blogs on specific topics, a not inconsiderable number.
4. Drafting of the press release to be disseminated
The press release is the document that the media need to disseminate the content we want, that is, this is the moment of truth, because writing a powerful and very good quality information release will make a difference.
The structure of the press release must be clear and direct.
People don’t read everything they see on the Internet. And so the goal is to get them to find what they’re looking for and get it done as quickly as possible.
For this reason it is very important to define well the guidelines and strategic objectives of your press release before writing it.
For my #Monetiza Congress, for example, I defined 5 clear objectives:
- Publicize the event massively in Spain and Latin America .
- Include the names of the most prominent speakers in the communications.
- Achieve as many registrations as possible to the event.
- Include some strategic SEO links to articles on my blog.
- Provide more information about some attractive details of the event, such as: location, themes, date, cost, etc.
On the subject of information writing, I would like to share with you a little secret:
In a press release the most important thing should be at the beginning and at the end of the content you write.
Knowing this secret, following a guideline to write a quality press release for my event was not easy, but it was not very complicated either.
In many of the titles we include the name of the event, the location and the cost, in others we played with the main theme of it “digital monetization”.
In the first paragraph we put the most important information, since it is the most widely read paragraph of all.
We also included the date and time of the presentations, noting that it was a free event and (of course) to whom it was directed, something elementary to quickly capture the attention of those interested.
In the following paragraphs we include more information about the event:
- The names of the most prominent speakers
- The topics to be discussed in your talks
- The current situation of the sector
- Why is such an event necessary?
We also talked about how a specific aspect of the digital marketing world would be developed in each presentation:
- Social media
All of them always focused on digital monetization.
At the end of the whole, we summarize the most relevant data of the event so that the most important information is seen as a list, including who was the Organizer, where it would take place, the cost … and of course, we highlight the URL of the landing page register.
In the following image you will see one of the examples of the press releases that we use for the dissemination strategy (proper) of our event, which includes everything that cannot be missing in that statement.
5th. Dynamics of working with the media
Once the digital media was selected and the different press releases were written, together with the guys from Publisuites, we had to organize ourselves more strategically.
To do this, a document was created (like the one you can see below) that included a list with:
- Publication places (cover or section)
- Papers and speakers mentioned
This way we get to have all the information structured for dissemination and to be able to mark it in green when it is published in the media in question.
As I said before, the guys at Publisuites helped me a lot with this task, we really work as a team. They were in charge of talking to each media and delivering the various posts to be published.
This allowed me to have more time to dedicate myself to other tasks related to the event, something that we always lack when we organize a Congress of these characteristics.
6. Increase the scope of dissemination of press releases
When the press releases were more widely distributed, the official tweeters of the event were key in the dissemination. They helped me share the posts regularly on social media as they were coming out.
In each tweet, great care was taken to mention the newspaper that published it and the speakers involved in it to achieve greater “engagement” and reach in each note, by getting them to share them too.
Twitter can be your best ally to spread and viralize your press releases!
At the same time, almost every digital communication medium shared it on its different social channels, in order to spread the message among its followers.
In total, #Monetiza has appeared in more than 18 digital newspapers and magazines , among them there were seven Spaniards, four Argentines, two Mexicans, two Colombian … all of them previously selected as part of the defined strategy to attract more attendees in Spain and Latin America.
These are some examples of the appearances achieved:
7. Each press release must “be original”
This is the last of my tips, but not the least important. On the contrary, the originality of each statement is of great importance for the success or otherwise of this work.
No one wants to see exactly the same information spread all over the place, neither the media nor the potential attendees of the event. Also, duplicate content at SEO level is of very little value.
Therefore, always adapt each text to the characteristics of the target audience you want to attract and to the audience and main theme of the newspaper or magazine where it will be published.