This video includes misleading information.

—The “inverted pyramid” style of writing was taught back when I was in journalism school in the 1970s. It is no longer necessary. Today, the smartest PR people are writing press releases NOT for journalists, but for consumers who can find them online and click through to our websites.

–Don’t “think like a journalist.” Instead, “think like a consumer.”

—If you want attention from journalists, don’t rely on press releases! Instead, deliver a customized pitch.

–The other important question you need to ask yourself before writing a press release is “What keywords will I use in the release to pull in the perfect target audience for this release?”

–Gone are the days when we couldn’t “advertise” in our press releases. Today, now that we’re posting them online, we can include links within our releases to product pages at our websites, online catalogs, and anything else that might encourage consumers to browse and buy.

I hope this helps.

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Excellent advise, thanks! Press releases are still heavily underrated and not used enough by most web site owners.

While everybody is doing article marketing today, press releases provide different backlinks and traffic from a different audience.

Gunter

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Great post with perfect information!

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This clearly articulated video presented information which will help me with my next press release.

I’m appreciative for the technical help and the generous, free advice. Thank you.

Mary Jane Hurley Brant, M.S., CGP

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Joan,

We always appreciate your sage advice, thank you for the time spent giving us your input. You make some great points.

One key disclaimer I made in the blog posting is that traditional press releases are just ONE tool in your marketing and promotional toolbox. What we’re describing in this video is the standard, time-tested approach to creating a press release aimed specifically at journalists.

What you’re describing are some of the other powerful tools in the toolbox. Those things that can typically be built on the foundation of a smartly written press release.

We felt it was easier to review one tool rather than to try describing the whole toolbox in one giant video. We picked an easily-understood tool that could serve as the foundation for many of the others.

I would contend that none of the information is misleading to somebody who doesn’t yet possess your marketing savvy.

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Joan & Marc,

I think both of you are addressing your ideas to two different audiences.

Joan’s comments are very SOCIAL MEDIA centric. :)

Marc’s focus was on writing releases for journalists.

To me, it doesn’t make a whole lot of sense to write a press release to be distributed via social media because I’d fear that it would be perceived as “TALKING TO THEM” instead of “HAVING A MARKET DISCUSSION TOGETHER” about a particular event, idea, concept, product or service that the consumer has a vested interest in helping advance for their own benefit.

I know a recent press release that we issued was clearly aimed directly at LOCAL JOURNALISTS & TV ANCHOR people on purpose. We were attempting to influence them to show how we could benefit them. Our consumer (in this case, prospective job candidates) was secondary in our press release focus.

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I see what Marc is doing. However, any time you are distributing online you should think of your press release in broader terms. It’s unlikely media will see and act on it.

If you want the media to see it I suggest sending it via email to someone who you know covers the topic of your news. Include the press release or link to it online after a a brief summary and contact information.

Besides making it appealing to readers, your audience is a search engine. That’s where anyone who is looking for targeted information can find it indefinably. It’s why using keywords are really important.

Another point is about keywords in press releases (and adding keyword links). They increase the rankings of the site they link to in search engines.

I’m writing a book about online PR which includes a lot more information about this.

Thanks
Janet

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Good stuff. A press release is another tool in your promo arsenal.

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Great little video and well worth a watch even if you’ve been writing press releases before. I’ve been showing students and business people how to write Press Releases for years and I have never been able to get it all out in such a tight and succinct manner as this. Absolutely brilliant!

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Useful video, thanks for the ideas.

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Wow, 12 seconds to get some body’s attention when you write your message!

This is great stuff, keep us up to date. I do like these ideas…

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What a great, succinct review of preparing press releases. I needed the refresher for a traditional release coming soon. Thanks

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This is an incentive to continue producing great articles that inspire and improve other peoples lives while helping to make you money and giving you exposure and it is “FREE.” My hat’s off to ezinearticles.com. Thanks.

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Thanks for the written text along with the video. I am usually on the computer after my husband has gone to bed and I can’t turn the sound up.

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I always enjoy reading ezine articles worthwhile.
Thanks for giving useful tips for perfect press release.
I’ll keep in mind these tips and use it in the next press release.

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What a great discussion by Marc & Joan!

It certainly comes down to knowing your audience and what they expect.

We have gotten results using both methods.

Matt

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Still feel you should have a look at Joan’s “Publicity Hound” I sat through a presentation where the 5 W’s were suggested. But when I began to talk about headlines, sub headlines and some of the directions used by Joan, the presenter sought me out afterwards.

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Ernie,

I’ve actually been a follower of Joan’s for many years, and you’re right, she has some great ideas and her methods are wise and well-grounded in reality. None-the-less, I also feel there’s a place in the world for the traditional press release – and that’s what we’re teaching here.

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Great Topic!

As we roll out our new website we are going to be using both types of press releases.

Thanks for the tips!

Lori

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