Effective Press Releases:
How to Get Media Coverage for Free
Aside from advertising, what is the single most effective way promote
your website? The effective writing and distribution of Press
Releases. Not only will well-written press releases afford you free
press coverage, but they will also give the material you are presenting
for print more credibility. Imagine yourself flipping through a
magazine, what are you more likely to believe, something that is listed
in the "paid advertising" section, or something from "unbiased" the
"news" section? You, like most other readers, are more likely to trust
the credibility of the "news" section rather than the advertisement
What readers may not know is that a clearly written press release can be
picked up by magazines and e-zines and reprinted as is. Therefore, you
can ensure a spot in the publication of your choice and send the message
you want to through a medium they trust. So before setting aside a
large chunk of your budget for advertising, why not invest some time in
producing or hiring someone to produce for you effective press
A press release that is likely to be noticed by editors are ones that
are timely and newsworthy. Those are the two most important factors to
keep in mind. As you begin to construct a publicity campaign for your
company, be sure that your strategies involve timing. Are you about to
release a product or is your company about to undergo a change? Work on
the press release concurrently to make sure that the press release will
be sent out in a timely fashion.
Another thing to be mindful of is the tone of your press release. If
you want to be sure that your press release does not end up in the
discard pile, make sure your tone is not too "sale-sy." Think like a
reporter and stick to the facts. Remember, the facts that you are
presenting should be compelling enough to catch the editors' eye.
Below is the essentials that ought to be included in every press release
and an example to help you to understand it.
1. The Standard Introduction to a Press
FOR IMMEDIATE RELEASE:
Standard Contact information including phone number and address--
3950 Avondale Ave., Chicago, IL 60641
Peter Prestipino or Grace Chan 773.283.0086
An Effective and Pithy Title that draws readers' attention
introduces the DREAMTOOL™
4. introduction, or "Summary
Lead" including the main journalistic "who, what, when, where, why,
Chicago—7Search.com announces the release of DreamTool(tm),
a software that reduces time spent on administrative and clerical tasks
by one-third for its customers who also advertise at GoTo.com.
5. Body Paragraph, formulated
in the inverted pyramid format (It is here that you may want
to including a quote from a company representative to add credibility to
your piece. You also want to make explicit why this event newsworthy.
Towards the end, you may want to include company information and
additional contact information).
DreamTool(tm) makes the management of bids more cost and time effective
by generating free reports that alert 7Search advertisers of savings
opportunities and overbidding errors at Goto.
Offering one of the easiest user-interfaces,
the DreamTool(tm) automatically memorizes your keywords, ranking and bid
amount when you enter them at GoTo. On subsequent visits, the
DreamTool(tm) will only show the keywords that underwent a ranking
change or offer a savings opportunity. This function saves the
advertiser both time and money.
From their experience in the paid search engine business, 7Search.com
sets itself apart from similar tool providers. As the second most
visited pay-per-search search engine aside from GoTo by Alexa ranking,
7Search utilizes its expertise in the development of the DreamTool(tm).
7Search.com has the backing and resources of EMERgency 24, Inc., its
34-year-old US parent company with 24-hour personnel in Chicago,
Detroit, Washington, D.C. Los Angeles and Santiago, Chile. 7Search.com
is part of a family of Internet companies with over 1,300 domains
providing webmasters with money-making resources.