Tag: press release strategy

Tips For Using A Press Release To Promote Your Book You’ve spent months, maybe even years, slaving at your keyboard. You’ve overcome countless cases of writer’s block. You’re researched, written, and revised. You’ve gone back and forth with an editor. Finally, the time has come: your book is being published. The time and energy that have gone into your book deserve nothing but the best chance for success. Now comes the key question: how are you going to sell it?   While there are no shortage of companies offering their services to help market your book, these services are often extremely costly with no hard results guaranteed. Conversely, online press releases are a simple, flexible, and cost effective way to help promote your new book. Here are some tips for using online press releases to walk consumers through the buying journey to maximize your sales.     The Release   You finished your new book - but no one can buy it if they don’t know about it! Including a press release as part of your launch strategy will help your book stand out. By their nature, press releases are of limited length - meaning you’ll be forced to pack a punch into 500-800 words, long enough to get the point across but also keep the audience’s attention. Also unique to the press release is the tone in which it’s written (refresher available here). With a press release, your book release becomes an urgent and important event.   What to include:   We recommend using the following format for your launch press release:  
  • Headline – less than 100 characters; should grab attention and include the author name and book title.
  • Summary – limited to 175 characters, this is the 1-2 sentences summary that should build off of the headline.
  • Dateline – location and date of the press release
  • Intro – as an author, you know the importance of an introduction. Be concise, make it interesting, and make your audience want to keep reading.
  • Quote – this should make you relateable, but also share insight into the content of your book.
  • About You – a quick intro to who you are and what compelled or qualified you to write your book. Keep this short and relevant. You can add more in your boilerplate.
  • About Your Book – quick summary of your book in 1-2 impactful paragraphs.
  • Contact Details – this info is required by Online PR Media so that journalists and news media representatives can easily contact you.
  • Call To Action – where can your book be found and why should someone buy it.
  • Boilerplate - include a little more about you, your accreditations, your website, and anything else that can add to your credibility.
  Book Signings & Other Events   If you’ll be participating at an event to promote your book, like a book signing, expert panel, or book fair, a press release is a good tool to help get the word out. The standardized format of a press release lends itself to sharing events and building a sense of importance around them.   What to include:   Especially important in marketing events is making sure the important questions are answered: who, what, when, where, and why.  
    • Who addresses the names of anyone participating.
    • What includes a little info about the event itself.
    • When is, of course, the date and time of the event.
    • Where should include the specific location, i.e. the auditorium on West Campus of Middletown University
  • Why should include an explanation of the significance of the event; why someone may want to attend.
    If you’ll be doing a signing at a bookstore or with other authors, be sure to list all other parties involve, and share the press release with them once published.   Peer Reviews   We already know that reviews have a huge impact on purchase habits. In fact, according to G2Crowd, nearly 95% of shoppers read online reviews before making a purchase (Spiegel Research Center, 2017). A review can carry even more weight if it comes from someone who is considered an authority on the subject. Did your book recieve a good review from a reputable journalist, subject matter expert, or other trusted source? Share it with your audience in a press release.   What to include:   This type of press release should focus on the reviewer’s opinion of the book and what makes the reviewer’s opinion credible. Be sure to include:    
  • A brief summary of the critic’s review.
  • Who the reviewer is and when their opinion matters.
  • A quote from the reviewer that contains strong positive feedback on your work.
  • Boilerplates for both you and the source who reviewed your work, specifically listing anything that shows your featured review comes from a credible source.
  Newsjacking   According to Hubspot, newsjacking is the practice of capitalizing on the popularity of a news story to amplify your sales and marketing success. Basically, if your new publication somehow relates to a (very) current event, you can ride the wave by using a timely press release to either share your expertise on the subject, or relate your fictional work to the event or issue.   For example, if there were recent news related to strange weather patterns expected in the coming year, and your new book is on the impact of global warming, you could write a press release about how your new book can offer insight into the science behind the expected weather pattern. If your book is a science fiction novel about an apocalyptic future after severe climate change, you may also be able to relate the book to current news via press release.   What to include:   The key here is not to directly promote your book, but to explain the relationship you and your book has to the event. If your book is nonfiction, be sure to include any degrees, certifications, previously published works, or affiliations that would lend to your credibility on the subject at hand.   Share, Share, And Share Some More   It’s not just what you say - or even just how you say it! It’s also where you share it. Once your press release is picked up by news and media sites, you’ll have dozens of options of sources to share from. After you have found your favorite couple outlets, make the most out of your press releases by sharing them via any media platform where you have presence.   Don’t forget about:  
  • Your website - if you’ve been updating your fans on the progress of your book, they’ll be excited to read the press release announcing its completion and publication, any events you'll be attending, and peer reviews.
  • Social platforms like Facebook, Instagram, and Twitter.
  • Professional social platforms like LinkedIn.
  • Your monthly newsletter, if you have one.
  • Personalized emails to family, friends, and fans.
  • Personally reaching out to media sites and review sites
  Remember that sharing across social media doesn’t end in front of your immediate circle. If you’re an established author, your excited fans will be delighted to share with their circles. If you’re a first-time author, don’t be afraid to ask for additional shares from your supportive friends, family, and professional circle. Sharing is caring!   Online PR Media Makes It Easy To Promote Your New Book   Press releases are a simple, cost effective tool that can have a big impact. For more tips on writing good press releases, check out our blog. When you’re ready to promote your book with a press release, you can find our distribution packages here.  
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Write Better Press Releases In 2019 It’s the New Year, and you’re feeling ambitious! You’ve mastered the basics in How to Write an SEO Press Release, and now, you’re ready to bring your press release writing skills to the next level. In the ever-evolving world of search engine optimization and online marketing strategies, knowing and applying the latest tactics to your writing is critical if you want your press releases to stand out. Here, you’ll find the latest tips to stay ahead of the game so you can write stronger press releases and make the most of them in the publicity climate of 2019.   Headlines Still Matter   It’s been said many times before, but it bears repeating: your press release headline matters. Your headline is the first thing people see. Whether or not your audience reads your press release greatly depends on the strength of your title. Is it intriguing? Is it relevant? According to Holly Chessman, VP Marketing at Glowtouch:   “If your title doesn't catch me from the first moment, I won't read your release. Make sure your title contains appropriate keywords and some good, solid meat. Moreover, the more interesting the wording of the title, the more likely I'll be to share it. That doesn't mean clickbait – it just has to show that the piece is providing valuable information that it would behoove me to share.” (Forbes)   So a great headline means increased reads and increased shares. How do you make it intriguing? When creating your headline, Cision’s suggestions include:  
  • Using an active voice.
  • Writing your headline as if it were on the front page of a newspaper.
  • Using alliteration (brush up on this poetic strategy here).
  • Writing your headline last.
  Think you’ve got a solid headline? Why not test your score? Run your title through CoSchedule’s Headline Analyzer, which rates your proposed headline according to power, likelihood to convert, and digestibility.   Write Using The Inverted Pyramid   In their post on How to Write the Best Press Releases With 21 Examples and 7 Templates, CoSchedule.com reminds writers that a good press release follows the inverted pyramid framework: broad, big picture and important information comes first, followed by more specific, detailed information toward the end. The idea is to introduce with the essential information first so that the reader (a journalist, for instance) can determine that this story is newsworthy without needing to search for key information. Once the reader is hooked and has decided your story is important, further detail can be introduced.   Let’s use a merger between two small businesses, Company A and Company B, as an example. In the first paragraph, the big picture facts should be presented - usually, the “who” and “what” of the story. In this case, the “who” includes Company A and Company B, and the “what” is the new partnership between the companies along with any immediate big picture impact, like the number of new jobs created in the community as a result.   Next, you can move into the “where” and “when,” followed by some of the less urgent or important facts surrounding the merger. This is also the appropriate place to include a quote from a figure involved in the move. The “when” may include the date the merger will become or became official. The “where” to share here would be the location(s) of of the businesses as it stands, as well as the location(s) that will exist after the merger. The quote included should be a concise thought from a leader from one or both companies that informs the reader, frames the news in the desired manner, and lends a personal tone to an otherwise more formal piece.   Finally, you can address the “why,” “how,” and other details of your event in the last paragraphs of your press release. The ”why” may include supporting information about what made the merger a good decision for both companies and the “how” could include logistics surrounding the merger, if it's beneficial for the public to know. Finally, additional details could include other helpful, but less important information about the merger that readers may find interesting or useful, but not “story altering.” This is also why boilerplates appear last on a press release.   Timing Is Everything   While having a catchy headline and sharing the right information in the appropriate order is certainly necessary, timing is now also an important factor to consider when sharing your press releases. This includes both timing as it relates to the subject of the press release, as well as the time and date you choose for publication.   First, news is called news for a reason; no matter its significance, it only maintains relevance for so long before something “newer” happens and detracts from its attention. Thus, it’s best to publish your press release as close to the related event as possible. Waiting too long to publish once the event is over will result in lost audience, who may see your event date and think “old news!”     Next, there is strategy to the actual time of day and day of week that press releases publish for best results. According to CoSchedule, the best times to publish are Tuesdays between 9am and 10am, followed by Mondays between 8am and 9am. This will maximize the likelihood that your story is picked up and published by good sources as quickly as possible.   It’s All In The Follow-up   One of the most important things to remember after your press release has been published is: it doesn’t end there. In fact, some of the very best benefits of an online press release come from what you do after it is published. Once your story is picked up, you’ll have your pick of sources from which to share your press release! Here are some great places to share your press releases to ensure they reach as much of your desired audience as possible.   Social Networks The power of social media is well known at this point - but suffice it so say: it’s not going anywhere in 2019. According to Statista, a whopping 77% of Americans have a social media profile - that’s a huge potential audience. Sharing your press release from your business or personal profile along with a quick, thoughtful post will accomplish two things. First, it will allow your followers to easily access all of the information they need without exceeding your character limit. Second it will give your followers something succinct and objective to share with their circles.   Finally, a press release makes a great temporary add-on to social profiles - often the first exposure a potential follower has to you or your brand. Linking to a press release with your newsworthy activity is a simple way to make a stellar first impression and show your credibility.   Your Website If you have a website, include a link to the press release and a personal intro on your news/announcements page. The objective tone of press releases creates an air of formality that will lend credence to your words, since press releases are stylistically similar to news articles.   Newsletters If you have a monthly e-newsletter, link back to your press release to share your announcement with your contacts. This will save valuable space in your newsletter and encourage readers to click through to your press release, giving it social currency to boost organic SEO.   Journalist Outreach Don’t be afraid to reach out directly to journalists, publicists, or editors who work with relevant publications, asking them to share your news. Include a personal note about why your news is a good fit for their publication and audience. As an added bonus, since you have reached out to them directly, your contact information is readily available should they have follow-up questions.   Online PR Media Is Your Partner In Success   Ready to get the most out of your press releases in the coming year? With 10 years of experience and 230,000 published press releases, Online PR Media is your partner in success.With multiple distribution packages at a variety of price points, you can easily and cost-effectively include press releases as part of your 2019 digital marketing strategy.  
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How To Promote Your Press Release On Social Media Did you know that hitting "submit" on your press release is just the first step in sharing your company's news? For maximum reach and exposure, social media is an invaluable tool for promoting your press release and getting it in front of your target audience.   We've previously talked about what to do after submitting your press release. Now, let's take a specific look at leveraging the power of social media to promote your release and share your news far and wide.     First, Grab A Relevant Link   While you may be eager to share your news with your followers, it can sometimes take a minute for news and media sites to pick up stories. Wait 24 hours after submitting your press release, then go to your Dashboard on Online PR Media, and view the report for the release you want to share. You'll see a list of full-page reprints where your press release has been published. This is why Online PR Media is such a valuable partner in your press release distribution strategy; the report you get for each press release is a veritable goldmine of links that prove your press release is getting noticed.   You'll want to share your press release from a relevant media source. For example, if you're a national company reporting financial earnings and the Wall Street Journal runs your release, that's amazing! Use that reprint as a tool to build credibility with your audience. Likewise, if you're a construction company in Buffalo, New York and you want locals to know about your emergency services following a storm, look for your press release on a local outlet, like The Buffalo News to show that you're a local business.   Tell Your Followers Why They Should Care About Your News   How you share your news on social media will largely depend on your audience/followers. Are they customers following you for deal alerts? Investors keeping tabs on you? A mix of both?   While you can do a single post that simply announces the news and shares the link, a better strategy might be to segment your followers and personalize the message based on why each audience should care. As with all online content, assume that your followers always want to know, "what's in it for me?" If in sharing your news you answer that question - tell them why they benefit from the news - they're more likely to click, read and take action.   Here's an example: say you're an online retailer. You have a mix of followers on social media, and you want to share your recent press release about third quarter earnings being up 25% over last year.   Your investors or shareholders care because you making more money means they're making more money. And maybe your customers care because you're taking some of that profit and putting it into a new automation system that will significantly reduce shipping costs.   In this case you could create separate posts for each audience to announce your news in a relevant way.   Consider Paid Social Advertising   Deciding if you want to pay to have your news reach more people on social will depend on the topic. Using the example above, it probably wouldn't make sense to create a paid ad just to announce your earnings report. However, dropping your shipping costs as a result of those earnings could be a major draw for new and repeat customers.   All social platforms, including Twitter, Facebook, LinkedIn, and Instagram offer a paid element. The beauty of paid social advertising is that you can target your audience on a very granular level: by location, demographics, interests, etc. Meaning, your ad is only shown to your ideal customer, giving you tight control over advertising costs while sharing your news with the people who are most likely to take action.   Start A Conversation   Remember, social media is a form of two-way marketing. Don't toss up posts and share your press release for the sake of meeting your daily quota. Share your news because it matters to your audience. Ask a question. Invite opinions. Reply to commenters and let them see there are real people behind the news. This is also a great opportunity to be more candid and share additional information that wasn't succinct enough for a news release, but that adds value to the story.   So let's recap. After you hit submit on your press release, it's time to leverage the power of social media to continue sharing your news. This is accomplished in four simple steps:  
  1. Share a relevant link - Grab a link from your news release published on a local, national or industry-specific news site, depending on the topic.
  2. Tell followers why they should care - Craft your social media post with your audience in mind. Consider segmenting followers and creating separate posts to keep it relevant.
  3. Consider paid advertising - Reach a greater audience beyond your followers with a paid ad promoting your news.
  4. Start a conversation - Invite followers to comment on your news, and be prepared to respond and keep the conversation open and engaging.
How do you share your news on social media? Log in and leave a reply below - we'd love to hear from you!
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How To Choose A Press Release Topic You know that press releases can be leveraged to help your business gain online and media visibility, increase web traffic, and market your business. And yet, we hear time and again that businesses are stumped when it comes to drumming up a topic. They think they're not doing anything important enough, that the news needs to be earth-shattering to warrant a press release. But that's simply not the case. Your news just needs to matter to your audience.   Here are 10 powerful topic suggestions to use as a guide when creating effective, newsworthy online press releases that will catch the attention of your target audience.   (Psst… if you already have an Online PR Media account, you can access FREE press release templates for all 10 of these topics, and more!)  
  1. New Product or Service
Is your business planning to offer a brand-new product or service? A press release is the perfect opportunity for you to get the word out and invite customers to check out the new offering.  
  1. New Website, Feature or Enhancement
Whether you're launching a brand new website, or you've added features or enhancements, a press release lets you share the details and how visitors can expect an improved experience.  
  1. Reaction to News
When your company is featured in a blog post, article or interview, it demonstrates that you are a knowledge powerhouse in your industry. A press release can show your audience that yours is the business others turn to for relevant information and solutions.  
  1. New Digital Content (Whitepaper, e-Book, Video, etc)
Continually creating helpful, valuable and relevant content keeps your audience coming back for more. Promote new assets like e-Books and videos with a press release explaining how it benefits readers. Don't forget a link to access the new content!  
  1. Award or Accolade
Let your customers know when your hard work is being acknowledged. Don’t simply tell customers that you are the “best in the business.” Instead, show it with a press release announcing specific recognition.  
  1. Upcoming Event
Let your target audience know that your business is hosting or participating in a special event and why this is meaningful to them. Be sure to include relevant specifics such as the type of event (webinar, training, seminar, etc), what an attendee can expect to gain, and how your business is participating.  
  1. Contest or Giveaway Announcement
Announce a special contest or giveaway you are hosting by writing a press release. Include information about the prizes, and specific instructions for how to be entered to win.  
  1. Promotion or Sale Event
Announce an upcoming promotion or sale using a press release. Be sure to maintain a professional and informative tone, and avoid salesy or overtly promotional language. Include details on the offer itself, along with information on how your business provides a solution specific to your audience's needs.  
  1. New Strategic Partnership
Use a press release to share the exciting news of a merger or partnership and how this will benefit your customer base. Include relevant background information on your business and your new partner.  
  1. New Team Hire
When announcing a new hire in a news release, talk about how this person in their new role will change the company for the better from the perspective of your target audience.   BONUS: Promote a Crowdfunding Campaign   Crowdfunding has become popular in recent years as a way for companies and individuals to leverage social media and the internet to raise money, often even from complete strangers. If your business is trying to raise money for a fundraiser, event, or even as part of a new product launch, a press release is a great way to spread the word about your crowdfunding campaign.   Have Important News to Share? Online PR Media Can Help.   When choosing a press release topic, remember that a strong
press release is informative in nature, not an advertisement or opinion-based piece. When writing a press release, you want to provide objective information to demonstrate the value your business offers to your target audience, alongside facts about what makes your business unique, the solutions you offer, and relevant company background and qualifications.   If your company has an announcement to make, Online PR Media can help get your press release in front of your target audience with our strategic partnerships with hundreds of news and media sites. Login or create a free account to get started with online press release distribution today!
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press release strategy Online PR Media’s 6-Step Press Release Strategy press release strategy   Something exciting has happened at your company - a new product launch? a sale or promotion? an award? a new website feature? - you want to share the news!  But, how do you get the word out? Using a press release for a newsworthy event is a great way to showcase these developments. Before digging in though, you need to have a plan.   Not sure where to start? We've put together a six-step plan to help you integrate ongoing press releases into your marketing plan. Once you master the process, you'll be able to grind out exceptional press releases in no time - dare we say monthly? - to leverage this valuable strategy.  

Step 1: Understanding The Value Of A Press Release In Your Marketing Plan

  Press releases are more than just a simple means of sharing your news; when used as a strategic part of your online marketing plan, press releases help to increase your online visibility, market your brand, and reach a greater audience.   In addition to increasing brand exposure, press releases also have significant SEO value. Building links, increasing web traffic through organic search (i.e. when potential customers search for keywords used in your release), and adding social currency, all work together to improve your site's overall rankings.  

Step 2: Identifying Your Goal In Using A Press Release

  When thinking about sharing your organization's news, one of the first questions you should ask yourself is "what is the goal of using a press release?" What kind of attention do you want for your news? Do you want to increase traffic to your website, get traction on social media, or both?   For example, a press release can be used to highlight a brand new product that you’ve developed, or a sale that only lasts for a couple of days. In the first case, your goal might be to drive traffic to your website to the new product landing page. In the latter, your goal might be to drum up a ton of interest on social and get people sharing the news of the sale to ensure its success.   Knowing your goal ahead of time makes writing your press release and defining your audiences much simpler.  

Step 3: Defining Your Audience

  Defining your target audience helps your release get traction in the proper media channels (i.e. reaching potential customers on mainstream media sites, versus reaching investors on financial news sites).   Creating a list of key audiences, deciding if you need to segment your lists and write multiple releases for different audiences, and understanding the scope of the publications where your release will go are key considerations in the PR planning process.   For example, if you announce a sale, the audience should clearly be your end customers. Announcing this same sale to your vendors and investors doesn’t make sense and can lead to lower engagement with the news. In the same light, announcing a new vendor partnership isn’t a detail that customers need to know, but rather your board and investors should know so that they are aware of the new trajectory of the company.  

Step 4: Choosing Appropriate Channels

  After defining the target audience for your release, the next step is deciding how you will communicate with them. WIll you use an online PR distribution partner? Or, do you have an up to date list of media partners and plan to personally reach out to pitch your news?   When choosing channels, it's important to understand how syndication works. At Online PR Media, we have hundreds of partnerships with reputable media and news sites. Through our strategic partnerships, we’ve already done the work of sourcing the best industry-specific channels for your news, which can save countless hours on your end. When using Online PR Media to syndicate your news, you will have the option to select up to seven categories during the upload process -- this is where you'll fine tune the channels to ensure your news goes to sites that are relevant to the topic and industry.  

Step 5:  Writing Your Press Release

  Writing the release itself is obviously one of the most important steps in the development of a PR plan! However, writing the release should be calculated, and should include relevant keywords, links and content that will increase your SEO footprint as well as human engagement.   Make sure to include current media contact information, lead with a strong title and summary, as this is often the information that is pulled and displayed in the SERPs (Search Engine Result Pages), include impactful quotes from people close to the news (i.e. a quote from a customer about how a new product made their job easier is more impactful than a generic quote from an organization's CEO), and always include links to sources you cite.   The best releases also include content that would be relevant to use in other media channels at later times. For example, writing about topics that you could share to your Facebook or LinkedIn pages will save time down the road when you’re looking for media and marketing content for your social media strategy.   We've created an in-depth source for writing SEO press releases so that they're optimized for both search engines and human readers. Check it out here.  

Step 6: Optimizing The Timing Of Your Release

  Understanding the right time to deploy the release can have a significant impact on your results. We recommend sending Tuesday through Thursday in the morning, and avoiding Monday and Friday unless the news is time-sensitive.   Of course, once you hit 'publish' you will be eager to know where your press release went! Here at Online PR Media, we offer robust reporting features with interactive components to help you understand the impact of your release and specifically what sites published your news. Reviewing and understanding this reporting can help you develop even better strategies for future releases.  

Online PR Media Is Always Here to Help

  We’ve put this resource together to help you understand the best approaches to creating a comprehensive press release strategy that supports your overall marketing plan. Have a question? We're here to help! Our expert SEO press release editors can assist with preparing your release for distribution, editorial suggestions, timing recommendations, and how to select categories to best distribute your news to relevant channels.
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