A press release is a powerful tool for sharing information about your business. Learn how and why you should be writing press releases that help your  business get great search results ranking, even if you don’t land in the newspaper.

• Before You Start: You understand traditional press releases.
• Learning Level: 1 | Social Media Basics
• Article Last Updated: Monday, August 22, 2011

The Social Media Press Release

In the past, a company wrote a press release and faxed it to the local newspapers, radio stations, and television stations hoping to get some publicity. In the social media world, a company writes a press release and posts it on the company blog and website. Search engines like Google find the press release and suddenly the company’s search engine results improve dramatically for strategic keyword searches.

In the past, a company wrote a press release when it had newsworthy information. In the social media world, a company writes a press release each time it has a major accomplishment. Launch a new service? Write a press release. Did the owner get invited to speak at the local Rotary club? Write a press release. Hire a new accounting firm? Write a press release. Sign a contract with a new client? Write a press release. Are you starting to get the idea?

The rules for press releases have changed. Are you tuned into the social media press release?

Press Release Writing

In 2006, David Meerman Scott wrote “The New Rules of PR: How to create a press release strategy for reaching buyers directly” that explained how a press release could have a positive impact on the search engine results for a company. Social media has changed the way companies can generate publicity, and the press release is a key component of the new marketing strategy.

Here are some of the most useful press release writing tips and tricks you can use to promote your business through writing press releases.

• Fill your press release with the target keywords for your business and activity. Google indexes every word of your press release. As you write your press release, you want to focus on key search terms. This type of copywriting helps your press release appear high in the most desirable search results.
• Include hyperlinks to destinations inside and outside of your company website. Not only do you gain search engine results benefits, but you provide a practical service for the people who read your press release.
• Attach the hyperlinks to words and phrases that reinforce the link destination. Google pays attention to the words you use to anchor the links. Your word choice for the links influences your search results ranking.
• Create a PDF of your press release for distribution. The PDF format allows readers to use hyperlinks and retains your formatting. Write a blog post about your press release and link to it. Also create a press page on your website and link to your press release.
• Provide a list of links at the end of your press release. Some media outlets still require you to fax press releases, which means that they can’t use the embedded hyperlinks you have placed in the PDF version. Don’t include the links within the press release text because it reduces readability.
• Don’t link to a web address that redirects. Instead, always link to a direct web address.
• Provide online and offline contact information. This includes your web address, email, phone, and your social media passport. For example, list your company Facebook page and Twitter accounts.

Your turn: Does your company have a press release strategy? Have you created a press release section of your website? Share your experiences with the community.

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