PRWeb is one of the largest press release synidcation services on the web. The claim they can reach over 14 million journalists every day.
In addition PRWeb offers many other ways to get your press release “out there” including keyword based RSS as well as traditional media exposure.
PRWeb doesn’t come cheap. It costs at least $80 to submit a release, and for extra features the cost goes up. But a well crafted release can generate significant traffic to your site, increasing pageviews and ultimately conversions.
In this article we provide some tips on writing an effective press release for PRWeb.
Rule #1 – Remember the Editor
PRWeb is editor driven. They have a team of editors that determine which press releases are, in fact, released and which ones aren’t. Some people think that paying more than the basic $80 for a release will get them released sooner, but experience has shown me that you don’t need to max out your PR budget with PRWeb.
But before you do submit your release to PRWeb here are some points to consider:
Is it newsworthy?
The purpose of a press release is to inform the public about something new. Now is not the time to sell your product or service. Instead, ensure your website does this for you.
Look at your press release as a tool to inform the public about your business.
Start strong
The headline and first paragraph should tell the story. Therefore they must be compelling enough to have the person who is scanning headlines to stop and say to themselves “hey this looks interesting, I better read more.”
Write for the Media
The best thing about any press release service is that the media has access to the releases. And since a well read release can generate even more buzz (even an interview of you by a media outlet) be sure to write for those journalists.
It’s not all news
Remember that while something may be news to you, it isn’t always news to everyone else. I’ve you’ve reached a milestone in a project you don’t necessarily need to submit a press release for it unless of course it is a milestone which could affect millions of people, such as a major medical breakthrough. But if you’ve only managed to figure out how to turn your blue widgets red it probably isn’t worth the effort or expense of a press release.
Does the release illustrate?
Don’t be afraid to use examples in your press release. If you feel this new product that you are selling deserves a press release, then use the release to illustrate why. If you’ve found that red widgets attract less mosquitos then blue ones, then say so! Be sure, however, that it is a practical example that will encourage others to say “that’s a great idea!”
Just the Facts
Don’t exagerate any claims you make in your release. You need to be able to backup anything you write with facts. Not only will media outlets call you on it, but if your facts don’t line up then your creditibility could be irreparably damagad.
What’s the Angle?
Try to make the press release timely. Even if what you feel is news may not have an angle, try and see if you can make one. Again, make sure it is relevant to what you are promoting.
Use an active voice
Don’t be afraid to instill emotion using your press release. Use descriptive adjectives to help convey a clearer picture. Instead of “they are happy with the progess” use “they are overjoyed with the progress”. This may grab more attention.
Don’t use extra words to tell the story
Make each word count. Don’t use too many words to convey the meaning.
Beware of jargon
Speak plainly, using ordinary language. Jargon is language specific to certain professions or groups and is not appropriate for general readership.
Avoid hype
The exclamation point (!) is an enemy. There is no better way to destroy credibility than to include a bunch of hype. If you must use an exclamation
point, use one. Never do this!!!!!!!!!!!!
Get Permission when needed
Before using any quotes outside of your organization, get permission. If a supplier has said your new red widgets are better than the blue ones, be sure to ask them before using this quote in the press release.
About your company
The press release should end with a short paragraph (company boilerplate) that describes the company, products, service and a short company history. If you are filing a joint press release, include a boilerplate for both companies.
