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How to write a digital press release

Below are five top tips from the Intergage team for writing digital press releases for your business, organisation or trade association.

Include your keyword and link from it…

Be sure to include your keyword or phrase within the title and body text of your press release.

If possible, also link from your keyword or phrase through to the relevant page within your website to give yourself an SEO benefit.

A digital press release without a keyword or phrase in it is like a marketing action without an objective ­ pointless, costly and a missed opportunity.

Have something to say…

Always include newsworthy content in your press release ­ and present it from a reader’s point of view.

If your news story is a thinly-veiled sales pitch, journalists, bloggers and readers will quickly see through it ­ undermining the credibility of your release and possibly also your future releases.

How do you decide if something is newsworthy? Ask yourself ­ what’s in it for my readers? Will the information add value to their lives?

Use simple language…

Keep it simple. Keep it concise. Make it compelling.

Journalists reading your release will be sifting through hundreds more every day ­ so yours needs to stand out.

Cut to the chase and grab their attention immediately.

Include Notes to Editors…

Adding Notes to Editors to the foot of each release has several advantages:

• You can drip-feed and repeat important messages across a number of releases without interrupting the current news topic in each one.
• Notes to Editors give journalists important background material they can use if they want to extend your release into a longer article.
• Detailed background information about your organisation helps journalists to view your latest news in a wider context, answering in advance any questions they may have.

Include a good photo…

Strong, powerful or quirky images increase the likelihood of your press release being published.

Always ensure your photo includes the relevant object or people featured in the release and, if possible, your organisation’s branding.

Be sure to add a caption to the image within the notes section of your press release ­ use the release’s keyword in the photo caption and ALT tag.
 

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This page is an extract from a 38 page white paper written by Intergage all about online marketing for trade associations. You can download the white paper for free here.