Writing Press Releases for Web 2.0

Is the good old press release (PR) dead? I don’t think so. PR as we know it has certainly evolved in today’s Web 2.0 world with the phenomenal growth of social media.

The modern PR has to change to remain effective. David Meerman Scott in his best-selling book, The New Rules of Marketing & PR wrote, “The Internet has made public relations public again, after years of almost exclusive focus on media. Blogs, online news releases, and other forms of web content let organizations communicate directly with buyers.”

There is no doubt that the rules of the game have changed but are PRs dead? Not so fast says Michael Cherenson, chairman of The Public Relations Society of America (PRSA). “I don’t think we should be negating the importance of the press release,” he says.

Brian Solis, principal of FutureWorks had this to say on his blog, “The practice of blindly broadcasting messages through poorly written press releases at audiences is dead. PR is NOT necessarily dead, but without the application of a social tourniquet, it is bleeding to death.” How do you modernize a PR so it is still relevant today?

The fundamental principles of a good PR have not changed, you still need to answer the important questions – Who, What, Where, When, Why and How. However, your PR must now engage the reader in a variety of ways instead of just informing journalists.

Let’s look at the different parts of a Web 2.0 PR. I’ll use a screenshot of an actual release from prweb.com to illustrate.

Here are some tips for making your releases more effective:

• Write an attention-grabbing, strong headline of about 60 ~ 80 characters including spaces (Tweeting skills can be handy)
• Use keywords or phrases within the headline
• Try to use action oriented words and tie it to your body copy
• The optimal length for a press release should be between 500 and 700 words
• Add new angles and twists to your story to make it newsworthy
• Limit the number of hyperlinks per the published guidelines (varies)
• Include full contact information and be available for follow up calls or interviews by journalists
• Use online newswires to distribute your release
• Build a contact list of journalists in your industry and email them directly
• Contact influential bloggers in your niche and ask them to spread the word
• Comment on high-traffic forums and sites relevant to your product or service
• Post your video to YouTube and other video distribution services
• Post to your own site and/or blog

When you submit press releases to various online newswires, they can spread like wildfire. They are picked up by other websites – and very frequently Google News & About.com leading to a steady stream of Website traffic. Make press releases an ongoing part of your marketing not just when news happens. Use them to engage your customers throughout the buying cycle and reach them directly via social media.

Want to learn more about writing and marketing with press releases? Take a look at my new small report “The Solopreneur’s Guide to Marketing with Press Releases.”

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Gaining Media Exposure For Your Business

You know that old saying, there’s no such thing as bad press? Well you don’t have to resort to bad publicity in order to grab media attention. Let’s leave that to the celebrities. Instead, focus on garnering media attention in ways that are more constructive. Here are a 7 great ways to keep everyone happy.

#1 Capitalize on current trends. For example, if you’re a coach or a consultant, you could capitalize on the current unemployment situation and talk about “how to polish your resume,” “stay focused on the positive,” or even “how to reinvent yourself.” All of these can use the help of a professional coach and highlight a current trend.

#2 Host an event. Workshops, seminars, or a “pink slip” happy hour can generate a lot of interest. Issue a press release announcing the event, making sure that you add a call to action on how to attend your event. Invite local radio, TV and newspaper journalists to attend. Don’t forget to issue another release after the event. Let readers know how the attendees gained from the event, cite statistics like the number of people, high profile people who may be been there and use direct quotes from your guests.

#3 Make friends with the media. Connections go a long way toward getting the right media exposure for your business. Local media can be a huge stepping-stone to state and national media because the big media companies often get their leads from the smaller news organizations so don’t forget the local guys. Use the Internet. Media sites like Google News are a great way to generate a buzz and get your company the attention you need.

#4 Publish notable company news. If your business undergoes significant changes, achieves a notable accomplishment or signs a major contract, issue a press release. You can also talk about promotions of key members of your team and appointments of new executives.

#5 Support a local cause. Ideally, you’ll choose a cause that relates to your business. For example if you have a business selling pet products then supporting the local humane society and sponsoring their events will gain tremendous local media exposure for you and your business.

#6 Interview or be interviewed. Interviewing an expert, or being interviewed, is a great way to garner more attention for your business and your particular expertise. If you’re interviewing an expert in your industry, issue a press release and send out announcements so people know how to access the interview.

#7 Publish. Content, whether it is a book, a case study, a special report or any kind of how to guide or course, is a great way to gain exposure for your business. You can publish press releases online and for your local media to promote the content.

Gaining media exposure requires a plan, setting goals, and then following through on the steps necessary to let the world know who you are and what you’re about. It may not happen overnight however through diligence you can gain the media exposure you want.

Create Buzz about Your Product Before You Launch

Now that you’ve gone through the painstaking task of creating your information product, doing market research, and developing a creative yet effective marketing plan, pick a launch date and start getting people excited about your product.

To start your frenzy about your new info product, join forums and comment on other blogs and forums that are talking about topics similar to what you discuss in your info product. Social media websites such as http://ning.com allow users to create their own social network and invite others to join their groups. This is a great way to promote your info product and possibly recruit new affiliates.

Post announcements using your favorite social media and watch the news spread like wildfire. If you have an existing affiliate program, send your affiliates articles, banners, and other tools that will get them excited and make them want to sell your latest info product.

A new way to create excitement about your product is to host a teleseminar or webinar. Make it informative while showcasing your product to your target market. These webinars educate people about your product and they are more likely to make a purchase. Be prepared to accept pre-orders! At the very least, collect the email addresses of your attendees so you can let them know when your info product actually launches.

Another way to create buzz is to offer your product for review to a few heavy-hitting bloggers or marketers in your field. Reading a testimonial or review of a respected expert can reinforce the customer’s desire to buy your product.

Be a guest on a relevant podcast to spread your news even further. At the very least, if you’re short on time, consider running some audio ads on podcasts with a large following for more exposure.

No matter which of these ideas you use, your enthusiasm will be contagious! Stay positive and keep talking to people about your product.

Consider downloading my free report: Product Pre-Launch Strategies.