Press releases have short and long term results and can bring in great
exposure from print magazines and bloggers. If your press release is well
written and properly distributed you will see results online within 24-48
hours of the distribution. The release will likely be picked up by news
search engines (ie. Google news, yahoo news) and possibly industry bloggers,
who monitor press release websites for topic specific press releases. It
will take significantly longer to see results from print media (sometimes as
long as to 2-6 months).
Most press distribution websites also archive press releases, so in general
press releases have a long "shelf life".
The best way to get "ink" is to write a good press release, but remember the
item in the release must be newsworthy. News that is not newsworthy will get
little play time.
Use the standard inverted pyramid format in the press release. In this
format the most important information is listed first. Facts in the press
release should diminish in importance as the reader works their way through
the release. The release should be believable and credible. Editors want
copy that they can use without a lot of copy editing. Avoid over hyping your
product, avoid phrases like: "the best, fantastic..."
You have a very short time span 20-30 seconds to capture and editor's
interest. The title of the press release and the first paragraph are
critical, so use the space carefully.
Editors will quickly disregard releases that are blatant infomercials or
pure product propaganda.
The press release should contain keywords and phrases that will attract
reader interest. Here too, hype should be avoided. Do not be afraid to be
edgy, but do not cross the line between fact and fiction. The press release
should be broken into small paragraphs making it easier to read and
comprehend.
A common mistake in writing press releases is that the writer will load the
press release with buzz words and feature lists. The press and users want to
understand how they will benefit from using the software. It is important
that the press release focus on benefits NOT the features contained in the
software.
Do not include images in your press release. Use the press release's text to
sell your software using facts. Write in such a way that explains your
products in simple terms. Avoid technical or industry jargon. Write in such
a way that a lay person will understand the press release.
Take extra care when proof reading the press release. At a minimum it is
suggested that the writer read a press release outloud as a means of
proofing. Additionally, the press release should really be proof read by
someone who did not write it.
Press Release Format:
Time: For Immediate Release or For Release on
Headline: First letter of each word should be capitalized. The headline
should be written for relevance and attracting attention.
Summary: The summary should be brief and should give an overview of the main
purpose of the press release. Hype should be avoided.
Body: This is where the actual release details are contained. Break the body
into small easily read segments.
Evaluation: If the press release is for software that has a trial version
include a note at the bottom:
Evaluation version available upon request.
The press release should contain relevant information about price and
information on other products available from the developer.
Contact Information
Include all of the appropriate contact information including:
Contact Individual
Company
Address
Phone, Fax
Email and Web Address
Regards Gerald Crawford
Webcraft.ws Stellenbosch
PO BOX 12216 Die Boord 7613 Stellenbosch South Africa
Telephone: +27-021-8833027 (office)
Cell: +27-0720390184 (mobile)
SMS: 0796343545
Skype: webcraft.guru
Fax: 0865657300
After Hours: 0881242372
Website: http://www.webcraft.ws
E-mail: gerald@webcraft.ws
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Blog: http://webcraftws.blogspot.com/
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