Page 104 - SKU-000506274_TEXT.indd

Chapter 28—Press Releases and Public Relations

Press releases are one of the inputs to public relations. They’re
a good way to boost SEO efforts and provide a regular stream
of news for your audience. You can announce new products,
projects, and clients, spread the word about upcoming
speaking engagements or trade show appearances, and
publicize other company successes. Press releases can be
sent to the editors of trade publications to spark their interest
and keep them apprised of progress.

Here are a few practical tips on effectively generating and
distributing press releases:

1. Write a powerful headline. Editors have only seconds to
look at a press release—if the headline doesn’t grab them,
they won’t bother to read the rest. A good headline states
the product/service and explains what is important about
it (i.e. new release, major upgrade, etc). Be specific.

2. Remember the basics. Every press release should
include the product/service name and its version number;
the name, street address, phone number, and website
of your company; all contact information for the person
in charge of media relations; a secondary contact name
and information; and the date of the product/service’s
availability.

3. Focus on user benefits. Your press release should
tell readers and editors why your product or service
deserves their attention. Make sure it answers, “What will
this product/service do for me?” Emphasize the benefits

117

© 2012 Lisa Shepherd