When Press Releases Are Useless: How to Ensure Your PR Won’t Get Any Attention
Press releases are still a major player in the business marketing game despite a common misperception.
Submit 123 PR CEO Qamar Zaman says there are three key characteristics of a press release that if overlooked, renders it ineffective.
Particularly for small businesses, press releases can be a dynamic tool for helping bridge the gap between them and their target audience base. These tools are designed to garner the attention of journalists and at the rate that online searches are conducted by media professionals to find press releases, if theirs are well constructed, business have a high chance of getting the ROI they are seeking. Statistics show that 73 percent of the 98 percent of journalists who search the web daily go there to find press releases.
Furthermore, 70 percent of Americans also obtain their news online, the same statistics show. This factor is a key reason why not only are press releases ideal for getting the attention of journalists, but also being noticed by consumers in their target demographic.
Now for the discouraging news, and the reason behind the pessimistic headline of this article. Because of how easy it is to release a press release online today, many don’t make the journalists’ cut. Nor do a number grab the attention of consumers. Why? According to Qamar Zaman, a digital marketing expert and CEO of Submit 123 PR, “they are not held to any type of reasonable standard. Many services will publish anything to make a buck, which is not good for businesses in the long run.”
Zaman says that like any formula that works, there are ingredients that must be included in any press release for it to be effective. These are:
Expert writing - Says Zaman “excellent writing is the main ingredient for giving a press release the flavor it needs to gets the attention of journalists and consumers alike.” He says that a number of press releases are distributed through low-grade services and don’t amount to anything more than poorly constructed sales pitches. “This is not the way to the media’s heart.”
Furthering the point, education journalist Janet Murray stressed in an article published by The Guardian that it is particularly important to make sure the “top line” or most important bit of information is weaved into the first line of a well written release.
Source: The Guardian “How to write an effective press release”
“...imagine your story is going to be covered on a TV or radio programme. A presenter generally has around 5-6 seconds to introduce each item eg "And coming up next ... why a local cafe owner is giving a free coffee this weekend to anyone born in July." If your story was going to be featured on the radio today, how would the presenter introduce it? Asking yourself that question should give you the top line of your story.”
Legitimacy - Zaman states, “many businesses don’t realize that both journalists and consumers look for the proof in the pudding in anything type of article they read online. People today are beyond gullible and can sense bad marketing spin from a mile away.” The expert advises businesses to invest in a press release writing expert to save themselves the disappointment of wasting time constructing an ineffective press release down the road.
Keywords and links - Zaman also notes that incorporating the right links and keywords are also quintessential elements for getting the most mileage out of a press release. See article by Qamar on SEO forecast 2016 on links. ( Why Manual Link Building Will Never Be Obsolete) credit to Eric Ward.
One additional important factor is distribution after one has put forth their best effort to develop a quality press release. The type of service a business uses to distribute their press release online is just as important as how it is constructed according to Zaman who says “relying on an online press release distribution service that allows anything you write to go through is the equivalent of attempting to own a high end boutique but only stocking it with Dollar Tree items. What kind of game do you think you are really playing?”
This factor was also pointed out in an article published by Entrepreneur magazine online. As stated by the writer “The editor of Road & Track is not going to be interested in a new baby pacifier you've invented. It sounds obvious, but many entrepreneurs make the mistake of sending press releases at random without considering a publication's audience.”
Submit 123 PR has various support options to help businesses that are unfamiliar with how to make their press release media ready ensure that the right tools are put in.
For more expert advice on press release writing and distribution, please visit http://www.submitpressrelease123.com/.
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