Learn How to Write, Optimize, and Distribute Effective Press Releases

Do you want to know how to develop a public relations plan that will move your company to the next level? Do you want tips and resources for creating and distributing an effective press release?

Some companies avoid developing a public relations program because they lack the knowledge or resources to implement it successfully. As a result, this method of promoting their business often gets overlooked or receives the lowest amount of time, effort, and attention. Jennifer Henczel offers services that fill this gap and provide companies with integrated communication strategies.

"A well written press release is the most important component for accurately and effectively communicating a desired message. It can be used to make important announcements and promote a business", explains Henczel, "If created and distributed properly, a press release can also be one of the most cost-effective methods for increasing SEO for a website".

Below, Jennifer Henczel provides the advice and resources needed to create, optimize, and distribute an effective press release. By following her tips, companies can develop a public relations plan that will move them to the next level.

What is a press release?
A press release is a document prepared by an organization containing public relations information that is sent to the media for publication or broadcast.

Know the acceptable press release format and structure that must be followed.
Click this link for a press release template. A press release must be newsworthy, but it's not just about stating simple facts and figures. A press release, also known as a news release, contains all the essential elements of a good story: Who, what, when, where, and why. A press release must be interesting, while being informative and relevant. An important point to remember is to write to the intended reader, the customers and potential prospects, not to the reporter. Reporters like it when they receive easily accessible resources, quotes, and research sources that their readers will enjoy and find useful. It saves them time in their own job.

Consider SEO
Search Engine Optimization (SEO) is also an important factor in online content management. A press release can be optimized by including keywords throughout the copy. Links to a website can also placed within the press release, where appropriate.

In addition to distributing the press release, it should also be posted on the company website and feature it in any newsletters or ezines. Adding this content and keywords to a website, will in turn increase the SEO of the website. It all works together, each piece enhancing the other.

Learn where and how to distribute your press release
Once the press release is written and edited, it is ready for distribution. Today, it's easier than ever to get a message out globally and regionally.

News releases are distributed at news conferences or sent to media direction by mail, fax, email, internet, or RSS feed. The best approach is to build relationships with the media in a specific industry, over time. The idea is to build good will and get industry analysts and reporters to communicate favorable information about a particular company or brand. However, in reality this method is combined with a variety of online distribution services.

Henczel's favorite online press release distribution service is PRweb.com (http://www.prweb.com). However, these other services are worth investigating and should be included in any distribution plan:

Some offer free services, but the distribution is not nearly as wide. Others offer various distribution levels, with fees ranging from $40 for limited distribution to $399 for very thorough distribution. It is best to shop around to find the right press release service, or combination of services, to fit the company and PR budget. Yahoo offers an extensive list of additional sources through their Yahoo PR Wire List.

Another option is to modify the news story slightly to read more like an article. Then the articles can be submitted to blogs and other online resources that accept articles, for example:

All Net Articles
Amazines
Article City
Athor Connection
Boaze Publishing
Certificate
Click for Content
Connection Team
Content-wire
Electronic Content
Ezine Articles
Ezine-writer
Family-Content
Free Sticky.com
Go Articles
Gold-Investor
Greek Shares
Idea Marketers
Import Export Coach Ezine

Jogena
Mag Portal
Marketing-seek
Netterweb
Pro Marketing Online

Top7business
Webpronews
Web-source
Womans-net
Writers and publishers

What is a Press Kit?
A press kit should also be created as part of any public relations plan. What is a press kit? A press kit is a package or folder with an assembly of relevant external company communications and public relations information. The package may include press releases, photographs, schedules, events, product descriptions, brand information, and executive bios.

What is social media?
Today, social media should also be an essential element of any public relations plan. Basically we’re talking about forms of consumer generated media (CGM) and consumer generated content (CGC) such as blogs, podcasting, and video casting. Much of which is then distributed through RSS. These forms usually have nothing to do with main stream media (MSM).

About Jennifer Henczel, The Communication Coach

Jennifer Henczel specializes in interpersonal communication, organizational communications, and external/marketing communication strategies. Her focus on helping people build relationships and connect with people for optimal results. She uses integrated approaches to apply creative solutions to your communication challenges.

Jennifer offers conference seminars, conducts in-house training programs and facilitates team building and planning sessions. Jennifer has created workshops, training programs, and curriculum for corporate clients, public and private colleges, universities, non-profit government funded training facilities, business start-up programs, and youth entrepreneurship programs.

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Contact:
Jennifer Henczel
The Communication Coach
jh@TheCommunicationCoach.com

www.TheCommunicationCoach.com

604-615-9622

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Learn How to Write, Optimize, and Distribute Effective Press Releases