Introduction
It's a common mistake to think that sending out a press release format is an all-or-nothing proposition. In reality, there are plenty of options you can take if you're simply not sure about your product launch timing or want to ensure that the right journalists in your market receive your press release. The following six tips will help you maximize the potential of every single word in your press release by pinpointing how and when it should be shared with the news outlets that matter most:
Do your homework
It’s important to do your homework. You want to know exactly who your audience is, so you can write for them.
You also need to know what they’re reading about. This can be done by doing keyword research or by conducting a social media search on Twitter and Facebook (if you’re not already). If there are any keywords that are relevant and have been trending recently, they might be good ones for your press release!
You should also be familiar with what other blogs have written in the past year or so—this is called backlink analysis (which we discuss more below). You want to know if there has been any buzz around certain topics related directly or indirectly to yours so that when someone searches online for those things they see yours among them first!
Know the trends and topics your audience is reading about
Knowing the current trends and topics that your audience is reading about is important. If you don't know what they're talking about, how can you expect them to care about your press release?
This can be found on social media, news sites (like The New York Times), blogs and company internal communication channels such as newsletters or employee intranet sites.
Consider the beat reporters' philosophy
Know who you're sending the press release template to.
Know what they write about.
Know what they like to write about.
Know what they don't like to write about (for example: if your company is a startup, it may be best not to send one for an enterprise software company).
Determine what reporters are looking for in a press release and tailor yours accordingly (if you know that there's no way your product will get covered by their beat reporter, consider sending it elsewhere).
Figure out who or what on the blog network you're planning to contact
Before you can decide on a press release sample strategy, you need to figure out who or what on the blog network you want to contact.
You'll want to know the most popular sites within your target audience's social media circles. Once you have that information, it's time to figure out which blogs they're reading and what topics they cover regularly. For example, if I was looking for ways to promote my new book (and thus get some good coverage), I would check out other books by authors with similar titles in order for them not only show up higher up but also appear more frequently within searches conducted by potential readers themselves!
Make smart decisions regarding product launch timing
The timing of a product launch is one of the most important factors to consider when planning your press release. You want to make sure that you're sending out a release at the right time, so here are some tips for finding out what that is:
Consider whether or not your target audience will care about this new product. If they don't, then it shouldn't be launched at all.
What's more important? Getting more sales or creating buzz around your brand? If you think that getting more sales is going to help increase traffic and generate leads (which in turn will lead back into sales), then launching now might be fine—but if getting lots of attention isn't part of your strategy, then delay sending out an announcement until after some other steps have been taken first.
Don't forget to highlight a call to action
The purpose of a call to action (CTA) is to get readers involved. When you write a press release, you may have an interesting story or an exclusive scoop on the latest product launch, but if no one reads it then how will they know? By including a CTA at the end of your piece—a clear request for readers to do something—you can ensure that people will want to share it and help spread word-of-mouth marketing for your business.
Here’s an example:
[Company Name] wants its customers to know about its new line of products by sharing this press release online with friends and family members who might be interested in learning more about our company’s offerings.*
Follow these steps before sending out your press release.
Research the blog network.
Know their beat reporters' philosophy.
Figure out who or what on the blog network you're planning to contact.
Make smart decisions regarding product launch timing, including when to send out your press release and how often you should tweet about it, link back to your post in social media posts, etcetera (see below).
Conclusion
These tips will help you write the perfect press release so you can start getting your product talked about in the media. But most importantly, it’s important to keep in mind what type of message you want to send, who on the blog network you want to contact (and why), as well as when they should hear from you. When all these things are taken into consideration before sending out an email announcement, there is no way your release will fall flat or come off as unprofessional.
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