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WAHM Website Content
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Marketing Your Website With
Press Releases
What is a Press Release?
A press release is a newsworthy story about your
business that you submit to various media outlets ~
newspapers, magazines, website, radio, television. This
is a wonderful way to get free promotion for your
website. Any story that the media picks up will be far
more valuable than a paid advertising spot. Having the
media do a story about you is like a personal
endorsement of your website and business.
What is the Appropriate Format for Your Press Release?
Your press release should have six basic components and
they are:
1. Release Instructions
"For Immediate Release";
"For Release Before [date]" or
"For Release After [date]"
Use one of the latter two if your press release is of a
time sensitive nature. For example, if you are holding a
public speaking event, you will want to use the "For
Release Before [date]" and make sure you input the final
date for registrations. If you are using the "For
Release Before [date]" ensure you are sensitive to media
deadlines. Send your release out well in advance.
2. Headline
Write an attention-grabbing headline. Make it
benefits-oriented (why would it be of interest to
people?) and descriptive. Avoid hype and promotional
language ~ remember, this is a news story.
3. Contact Information
Include as much information as possible here. Make it
easy for the media to contact you. Include your phone
number, address, company name, fax number, email and
URL. Include the hours you are available at the listed
phone number and add an after hours phone number, if
applicable.
4. Summary
Before you get into the body of the release, write a
sentence or two to summarize your press release. Make it
interesting, you want the recipient to keep reading.
5. Content
This is the meat of your press release. Again, write a
benefits-oriented story. Think of the target audience as
you are writing. Your target audience is partly the
editor or reporter who will be reading the release.
Ultimately, however, your target audience is that editor
or reporter's readers or audience. You need to write a
story that will be of interest to them.
The first paragraph should answer all the important
questions - Who, What, Where, When, Why & How?
Add some quotations to add credibility and to break up
the story. Quotations can be from you about the topic.
Testimonials or commentary from your customers are very
effective as well.6.
6. Signify the End of Your Release
The end of your press release is shown by a few simple
characters. Place ### at the end of your release.
Other General Formatting Tips
- Always remember that your press release is not an ad.
It is a newsworthy story.
- Address your release directly to the appropriate
reporter or editor. The media receives many press
releases each day. A release addressed to a specific
person is more likely to get attention than a general
submission.
- Keep your release to about 1 page (or 2 pages
maximum).
- Number your pages 1 of 2, 2 of 2, etc.
- Use active verbs.
- Do not use excessive adjectives ~ they sound like
hype.
- Tweak your release when sending to different media
outlets. If you are sending to the local paper your
content may be slightly different than if you are
sending it to a trade magazine.
- If you are sending your release by mail, use 8 1/2" x
11" paper.
- If you are sending your release by email, never send
an attachment. Copy and paste your release into the body
of the email.
Where to Send your Press Release
You need to build a media list and this will likely take
some time. Start local and small. Local and/or small
media are most likely to be interested in your story and
it's the perfect way to hone your release writing
skills. Besides, a lot of the larger media outlets scan
the little guys to find stories to pick up.
Try newspapers, trade journals, topic specific
magazines, websites, radio shows, television show ~
whomever would be interested in your topic.
Again, always remember to get specific contact
information for your press release. A release address to
a particular person will get a lot more attention than a
general release sent to the media outlet.
Alice Seba is a “Retired” Press Release Writer that now
teaches other website owners to increase their media
exposure. Find out how you can get the media to sing
your praises at
http://pressreleaseprofits.com
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