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The Power Of A Press Release
The document outlines the importance and utility of press releases in promoting products, services, and company news, detailing types such as SEO and traditional press releases. It provides guidelines on writing effective press releases, including structure, keyword use, and distribution strategies. Additionally, it emphasizes building media relationships and tracking results to enhance public relations efforts.
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The Power Of A Press Release
- 1. The Power OfA Press Release
- 2. 1. Announce anew product or service. 2. Announce a special event, seminar or speaking engagement. 3. Announce recognitions and awards garnered by your company or your employees. 4. Share community service donations, involvement or events, from your company or your employees. 5. Share company growth, promotions within, and how it affects the reader audience. 6. Share company improvements—office expansion, certifications, new health plan, etc. 7. Share company milestones—anniversaries, sales figures, corporate certification or association anniversaries 8. Announce the creation of a new communications channel, blog, newsletter, website, branding, etc. 9. Share an innovative use for your products and services and your client’s success with it. 10. Comment on a current trend in the news and how your company is responding. Top Ten Reasons to Create a Press Release
- 3. 2 Different Typesof Press Releases • SEO Press Release (search engine optimization) • Traditional Press Release • It can be the same news just written a little differently
- 4. 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 Media
- 5. • 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 Basics
- 6. Keyword Resources • GoogleKeyword Tool - https://adwords.google.com/o/KeywordTool • How Many Competitors? - Do a Google search allintitle: keyword • Use Good Keywords – Use specific niche or localized keywords
- 7. Google Keyword ToolExample
- 8. Keyword Research Results KeywordGoogle Searches (Monthly) hair salon 18100 hair stylist 8100 hairdresser 4400 beauty parlor 720
- 9. Click To Visit Media Contact Title Summary Anchor TextLink Body About
- 10. Press Release Title •Must be under 100 characters (with spaces) • Should include one keyword • Must be newsworthy and not salesy
- 11. Press Release Subtitle/Summary •Must be less than 240 words • Should include 2 keywords • Should make me want to click through
- 12. Press Release Body •Should be around 400-500 words • Should include 3 keywords • Copy must not be opinionated or promotional, but factual • Written in 3rd party, they not we • Can contain 1 or 2 quotes
- 13. Press Release AboutThe Company • Company Name • 50-75 Word Company description including 1-2 keywords • Link to website full http://www.domain.com
- 14. 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 links
- 15. Press Release MediaContact • Media Contact Name • Company Name • Physical address • Website URL • Email address • Phone Number
- 16. Online Press ReleaseSites onlineprnews.com openpr.com dbusinessnews.com pressmethod.com prlog.org pressreleasepoint.com i-newswire.com free-press-release-center.info seenation.com pr-usa.net
- 17. Press Release DistributionResults
- 18. After Your PressRelease 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.com • Write a blog post about your latest news and link to it • Add your press release to your website (change at least 30% first) • Set up Google Alerts
- 19. Press Release ServicesPricing • 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 - $160
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- 21. Press Releases forTraditional Media….
- 22. Local Print Media… TradePrint Media… Broadcast Media… All need content!!
- 23. Content to Share BraggingRights/Third-Party Endorsement Builds a Relationship Different Channel for your message Why Traditional PR?
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- 27. • More targetedcontent • Keywords not essential • Loss of control over content distributed • Relationship with the media Difference Between SEO and Traditional Press Releases
- 28. TRADITIONAL PR GOLDENRULE: Know your audience! What do they want? Check the website for: • Contact Name • Submission Requirements • Content • Format • Deadline
- 29. • Release Date •News Location • Headline will Present News Angle • Who, What, Where, When and Why • Brief and Concise (400-500 words/as close to one page as possible) • Proofread • Media Contact • Include Image The Traditional Press Release Format
- 30. Release Date News Location Targeted news angle in headline Quote fromsource to support news angle Quotes keep people reading!! Media Contact Who, what, where, when and why in first paragraph FOR IMMEDIATE RELEASE January 26, 2013 Naperville Learning French With Unique One-On- One Instruction (NAPERVILLE, IL)--Children, teens and adults in the Naperville area are becoming increasingly fluent in French, thanks to the unique one-one-one approach to instruction by Naperville-based Anne Cottez- Jones of NaperFrench. “While children and teens typically learn French in a group setting, I believe the best progress can be made one-on-one,” she said. Cottez-Jones is a native of France who settled in America about 20 years ago. She began offering one-on-one tutoring in 2004 after personally observing the challenges of teaching French to children in a group setting. “French can be difficult to speak and students are often intimidated to try in class for fear of making a mistake,” she said. “At NaperFrench, they are given individual instruction. They gain confidence and I can hear and correct their accent too.” Cottez has constructed her own curriculum which fully immerses her students in speaking and listening so they get as much practice as possible within their lesson, which is typically an hour-long session held once a week. Cottez-Jones currently tutors about 42 students made up of children, teens and adults. Each group has a different expectation from French tutoring. “The children who come to me usually have parents who are bilingual and believe it is important to learn another language,” she said. “They have taken a group class elsewhere and now want more intense instruction.” The teens at NaperFrench may be struggling through a foreign language requirement needed to get into the college of their choice. Cottez-Jones supplements her instruction with games and topics of discussion of interest to the teens. “Most teens start coming to me because they are getting low grades in their French class. It’s great to see them bring in their A’s, then still want to keep coming to class because they think it’s so fun!” she said. - - -
- 31. Supporting information of general interest Company BackgroundSignalend of document There is also a rising population of adults enrolling in her classes. “They aren’t doing it for travel or business,” Cottez-Jones said. “They are doing it for themselves. Sometimes all they wanted to do was learn French and now they have time to do it.” In addition to being a fun thing to do, learning French is also good for the mind at any age, said Cottez- Jones. An article in the New York Times stated that bilingualism actually makes you smarter. Learning another language develops the part of the brain that helps us problem solve and monitor our environment when many things are competing for our attention. The article also cited a study about bilingualism and the onset of dementia and Alzheimer’s which concluded that the higher the degree of bilingualism in the subject, the later the age of onset. For more information about Anne Cottez-Jones and individual French tutoring in Naperville see naperfrench.com. ### About NaperFrench: NaperFrench offers individual and customized French language tutoring by native speaker Anne Cottez-Jones. Cottez-Jones offers full immersion instruction for children, teens and adults. To learn more, contact Anne at naperfrench.com. 2
- 32. Tips for Writinga Press Release 1. Strong, Catchy Headline. 2. Who, What, Where, When and Why in first paragraph. 3. Focus on the News Angle. 4. Most Important News First 5. Be Objective 6. Write in Third Person. 7. Use Quotes. 8. Be Interesting. 9. Perfect grammar and spelling 10.Limit jargon. 11.Double Space. 12.Have someone else read it.
- 33. 1. Creating theMedia List 2. Create a Press Release 3. Submit the Press Release 4. Follow-Up 5. Thank the Media Labor Intensive? Yes! The Traditional PR Process
- 34. ….From “Scratch” …..Using Software Creatingthe Media List
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- 37. • Social Media •E-Mail • Networking • Personal Contact Compliment and Say Thanks!! Building Relationships with Reporters
- 38. • Submit inthe format they want….either: • Through submission Portals • Individual Submissions Submitting Articles
- 39. Electronic Press Release Anelectronic 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.
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- 42. Using Software Vocus Cloud MarketingSoftware - Media Data Bases - Targeted Media Distribution - Tracking and Analytics
- 43. Using Software CISION SOFTWARE --Media Database -- Newsroom --Tracking -- Analytics
- 44. • Call, E-mailand schedule your own monitoring • Media Tracking Software • Google Alerts • Search Tracking Traditional PR Success
- 45. Resources & Portals DailyHerald Business Ledger Kim Mikus, Editor kmikus@daily herald.com Richard R. Klicki, Dir. Content Dev. [email protected] Glancer Magazine Portal http://www.glancermagazine.com/#!editorial-request/cwmt Naperville Magazine Mark Zonca, Editor [email protected] Naperville Sun [email protected] Trib Local http://community.chicagotribune.com/article/
- 46. Our Contact Info BruceJones Karen Dix Design & Promote Big Ideas Writing http://www.designandpromote.com http://www.bigideaswriting.com 630.995.7109 630.778.6182 [email protected] [email protected]