Announce a new product or service Announce a special event seminar or speaking engagement Announce recognitions and awards garnered by your company or your employees Share community service donations involvement or events from your company or your employees ID: 447037
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Slide1
The Power Of A Press ReleaseSlide2
Announce a new product or service.
Announce
a special event, seminar or speaking engagement.
Announce
recognitions and awards garnered by your company or your employees.
Share
community service donations, involvement or events, from your company or your employees. Share company growth, promotions within, and how it affects the reader audience.Share company improvements—office expansion, certifications, new health plan, etc. Share company milestones—anniversaries, sales figures, corporate certification or association anniversariesAnnounce the creation of a new communications channel, blog, newsletter, website, branding, etc.Share an innovative use for your products and services and your client’s success with it.Comment on a current trend in the news and how your company is responding.
Top Ten Reasons to
Create
a Press ReleaseSlide3
2 Different Types of Press Releases
SEO Press Release
(search engine optimization)
Traditional Press
Release
It can be the same news just written a little differentlySlide4
SEO Press Releases
Helps
Your Website Get To The Top Of Search Results
Can Drive Traffic To Your Website
Press Releases Also Get Found Online
Gives You Something To Talk About On Social MediaSlide5
Keywords
- Find out what keywords are being used
by people searching online.
Backlinks
- Get links to your website from other credible relative websites, these are like votes in Google’s eyes.
Measure Results
– You cannot improve what you do not measure.SEO BasicsSlide6
Keyword Resources
Google Keyword Tool
-
https://adwords.
google
.com/o/
KeywordToolHow Many Competitors? - Do a Google search allintitle: keywordUse Good Keywords – Use specific niche or localized keywordsSlide7
Google Keyword Tool ExampleSlide8
Keyword Research Results
Keyword Google Searches (Monthly)
hair salon 18100hair stylist 8100hairdresser 4400beauty parlor 720Slide9
Click To Visit
Media Contact
Title
Summary
Anchor Text Link
Body
AboutSlide10
Press Release Title
Must
be under 100 characters (with spaces)Should include one keywordMust be newsworthy and not salesy Slide11
Press Release Subtitle/Summary
Must
be less than 240 wordsShould include 2 keywordsShould make me want to click through Slide12
Press Release Body
Should
be around 400-500 wordsShould include 3 keywords Copy must not be opinionated or promotional, but factualWritten in 3
rd
party, they not we
Can contain 1 or 2 quotes
Slide13
Press Release About The Company
Company Name
50-75 Word Company description including 1-2 keywordsLink to website full http://www.domain.comSlide14
Anchor Text Links
The keywords that are linked are called “anchor text links”
Example: Karen has been a
Naperville freelance writer
for over 15 years. Helps her own website rank better for the keyword “Naperville freelance writer”
You usually have to pay for up to 3 anchor text linksSlide15
Press Release Media Contact
Media Contact Name
Company NamePhysical addressWebsite URL
Email
address
Phone
NumberSlide16
Online Press Release Sites
onlineprnews.com
openpr.com
dbusinessnews.com
pressmethod.com
prlog.org
pressreleasepoint.com
i-newswire.com
free-press-release-center.info
seenation.com
pr-usa.netSlide17
Press Release Distribution ResultsSlide18
After Your Press Release Is Live
Share on Social Media Profile sites: Facebook, LinkedIn, etc.
Share on
Social Media Bookmark
sites:
Digg, StumbleUpon, etc.
Add it to local online sites like newspapers, chambers, publications Ping it – pingler.com, pingomatic.com, pingmyblog.comWrite a blog post about your latest news and link to itAdd your press release to your website (change at least 30% first)
Set up Google AlertsSlide19
Press Release Services Pricing
Press releases are part of all of our SEO campaigns
Write and distribute an SEO optimized press release to 10 sites - $250
Press release distribution only - $70
Rewrite
a press release and
distribute - $160Slide20
Introducing Karen DixSlide21
Press Releases for Traditional Media….Slide22
Local Print Media…
Trade Print Media…
Broadcast Media…
All need content!!Slide23
Content to Share
Bragging Rights/Third-Party Endorsement
Builds a Relationship
Different Channel for your message
Why Traditional PR? Slide24
Contact InfoSlide25
Design & Promote in Naperville Magazine
Always Include ImageSlide26
Contact Info
New and Old Info Included Slide27
More targeted contentKeywords not essential
Loss of control over content distributedRelationship with the media
Difference Between SEO and Traditional Press Releases Slide28
TRADITIONAL PR GOLDEN RULE:
Know your audience!
What do they want? Check the website for:
Contact Name
Submission Requirements
ContentFormatDeadline Slide29
Release DateNews Location
Headline will Present News AngleWho, What, Where, When and Why
Brief and Concise (400-500 words/as close to one page as possible)ProofreadMedia ContactInclude Image
The Traditional
Press Release FormatSlide30
Release Date
News Location
Targeted news angle in headline
Q
uote from source to support news
angle
Quotes keep people reading!!
Media Contact
Who, what, where, when and why in first paragraphSlide31
Supporting information of general interest
Company Background
Signal end of document Slide32
Tips for Writing a
Press Release
Strong, Catchy Headline.
Who, What, Where, When and Why in first paragraph.
Focus on the News Angle.
Most Important News First
Be ObjectiveWrite in Third Person.Use Quotes.Be Interesting.Perfect grammar and spellingLimit jargon.Double Space. Have someone else read it.Slide33
1. Creating the Media List
2. Create a Press Release
3
. Submit the Press Release
4. Follow-Up
5. Thank the Media
Labor Intensive? Yes!
The Traditional PR ProcessSlide34
….From “Scratch”
…..Using Software
Creating the Media ListSlide35
Special SectionsSlide36
Editorial Calendars Slide37
Social Media
E-Mail
Networking
Personal Contact
Compliment and Say Thanks!!
Building Relationships with Reporters Slide38
Submit in the format they want….either:Through submission Portals
Individual Submissions
Submitting ArticlesSlide39
Electronic Press Release
An electronic press release is an electronic version of a press release, usually consisting of usable video footage for use by the broadcast media. Usually part of a complete electronic press kit. Slide40
Submitting
ArticlesSlide41
Submitting
ArticlesSlide42
Using Software
Vocus
Cloud Marketing Software
Media Data Bases
T
argeted Media Distribution
- Tracking and AnalyticsSlide43
Using Software
CISION SOFTWARE
-- Media Database
-- Newsroom
--Tracking
-- Analytics Slide44
Call, E-mail and schedule your own monitoringMedia Tracking Software
Google AlertsSearch
Tracking Traditional PR SuccessSlide45
Resources & Portals
Daily Herald Business Ledger
Kim
Mikus
, Editor
kmikus@daily herald.com Richard R. Klicki, Dir. Content Dev. rklicki@dailyherald.com Glancer Magazine Portal
http
://www.glancermagazine.com/#!
editorial-request/cwmt
Naperville Magazine
Mark
Zonca
, Editor mark.zonca@gmail.com
Naperville Sun
TheSun@stmedianetwork.com
Trib
Local
http
://community.chicagotribune.com/article/Slide46
Our Contact Info
Bruce Jones
Karen Dix
Design & Promote
Big Ideas Writing
http://www.designandpromote.com
http://www.bigideaswriting.com630.995.7109630.778.6182
bruce@designandpromote.com
karen@bigideaswriting.com