How to Use Press Releases to Establish Yourself as a Trusted Expert
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You may not think that press releases are something that would be useful to your business. They’re something that big corporations use when they buy out another company or some other fancy thing like that. The reality is, using press releases (properly) online are a great way to establish your credibility in your niche, garner attention to yourself and your business, improve your SEO, and of course, help to make you a Trusted Expert.
Press releases have changed radically with the introduction of the internet. While once you were required to court and try to win favor with the media outlets in order for them to feature your information. Press releases needed to be formatted in a very specific way that journalists expected, and many times you would have to employ a PR expert who had spent years cultivating relationships with these journalists and pay to be able to utilize their connections and up the chances of your story being run.
Now, with the capabilities that the internet has to potentially reach millions of people directly, we need to look at press releases differently as well. You don’t have to go through traditional media channels anymore. And so, you need to change the way you write press releases; you’re not writing for journalists anymore – you’re writing for your audience (meaning your buyer personas).
One of the main differences between traditional PR and the way PR works on the web is you are able to put out much more press releases than you used to be. In the past, if you sent out too many press releases, you ran the chance of annoying the press you were trying to reach – and many media outlets had a system where they tracked how much coverage they gave you, and you would need to save up the press release for something you really wanted them to cover.
Now, the opposite is true. It is beneficial for you to send out lots of press releases. Don’t just send them out when there’s big news is happening; you need to find reasons to send them out all the time. Just make sure that you’re saying something useful. Highlight any of the white papers or research that you have available on your site, promote any new products, services or tools that you have to offer. Any time you think that you have something useful to say to your potential buyers, put out a press release.
Make sure that your press releases are targeted towards your buyer personas – remember to write in a way that they want to hear. Also make sure to include the relevant keywords and phrases in your press release; it will help people to find the appropriate press release when conducting a search. Don’t the let the keywords dominate how you write, but try to be aware of them while you are writing and so you can insert them as organically as possible in the body of the press release.
Another way to make the press release relevant to your target audience is to include an offer that will compel them to respond to the release in some way. Place links in the press release; that way it has the potential to deliver your target audience right to your website, and ready to purchase – exactly where you want them.
If you do it right, you will drive buyers straight to your company’s products and services at precisely the time they are ready to buy. Make sure to include product information in the end-user-focused press release. Think about what’s important to your audience, and give it to them.
Another way to utilize press releases is to pay attention to what’s going on the in the news, and capitalize on that. If you’re a manufacturer of surgical masks or antibacterial hand sanitizer, then the swine flu panic was a perfect time to send out a press release about your product.
While I’m advocating sending out lots of press releases, make sure to practice some discretion; make sure you actually have something useful to say.
The key to true success with press releases on the web is to find a balance between what will work for journalists and what speaks to your buyer personas. You need to make it interesting enough for the journalists, but you also need to use the language that will resonate with your buyers. While getting press coverage is great, remember that you are writing to inform your buyers, not to sell your product.
Another aspect of press releases not often discussed is how they can improve the credibility of your website. Having an online press room or other dedicated page for your press releases will instantly lend your site some credibility and authority.
Just make sure to keep them updated – this can backfire if the only press releases you have on the page are from a year ago. That makes it look like you aren’t doing much business right now, or, if you are, you haven’t changed or improved anything in over a year. Not a good way to make yourself a Trusted Expert.
Here is a list of Free sites you can submit your press releases too….
- http://www.transworldnews.com/SignUp.aspx
- http://www.sanepr.com/register.cfm
- http://pressmethod.com/signup.aspx
- http://www.pr9.net/press/
- http://prfree.com/index.php?cur=index&action=member&mode=register
- http://www.1888pressrelease.com/register.php
- http://www.24-7pressrelease.com/create_account_publisher.php
- http://www.clickpress.com/cgi-bin/releases/user.cgi?signup_form=1
- http://www.prlog.org/pub/account.html
- http://signup.ecommwire.com/
- http://www.free-press-release-center.info/register.php
- http://theopenpress.com/index.php?a=logon_logoff
Press Release..
I’ve never use it..
After read your post I really think that this method is good to get credibility from readers..
Thanks..
thanks JOhn,
that’s a great post. i have no idea so far of all those elements you have mentioned here. Probably you have milked well with these press releases. just kidding. I am not sure if i can write a good press release, i wud probably hire a ghost writer to write one for me and i am thinking to present this article to him with your permission as a guideline to prepare a perfect press release.
thanks again,
Shiva
Hi john
thanks for the post
like many before me i was one of the late starters to press releases until i realised their value. The last one i did created over 200 backlinks and improved my traffic greatly.
kind regards
sam
X
Good posting. I have just released a product and was considering doing some article marketing as I have also heard that is very good. I’ll just add press releases to the list.
Hi John,
This report on press releases will help me tremendously. This is right on time because next week I will be sending out press releases. This is new for me and I love the tips. Your info on press releases will definitely help me out. Thanks:)
Nice one John.. and really makes sense as well, I have used press releases for a few launches I have done for my radio station..
keep it up
This is a great resource. I have been trying to figure out how some succeed with press releases. I should read this over and over again. I bookmarked this page for later references.
Thanks.
Internet Marketing Program
I think the power of press releases is proven by the number of press releases that rank well on Google. Pleased that you reminded me to get some out there!
Great post thanks – can anyone recommend a free press release submission site?
Many thanks
Yes I can.. I updated the above post
Great article. Always great to learn about new resources.
I have a question I’d like to ask privately. What is a good email to contact you at? Your ‘Contact’ page doesn’t have any actual way to connect.
@_@
Great post John. Greatly appreciated. i have pondered for a long time about getting press releases out on to the web, but have not yet taken action. Thanks for the little push!
Poppy
John
Some great info on how to use this much under-rated tool along with some great links. I’ve just started looking into using Press Releases as part of my business strategy and have come across a number of people who have had success using these methods (both free and paid, eg. PRWeb).
I will cover my exploits in my blog so stop by and take a look sometime.
Tom
To tell you the truth, Jason, never used a press release in my life. However, reading this, it kind of makes me ask the question “why”
Thanks, great post,
Igor
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I use free press release submissions for small niches until they make money. For larger sites or actual products I use the full paid service at PRWeb. I will also use paid press release submissions once a small niche site can justify it with the income it generates… but i wait to ensure that it makes money with ppc and or SEO first and if so, then i will spend more to get more!
It looks an informative post..i find few really interesting things here..thanks for the share man!!
Hello John Cow
Liked this post a lot specially two things
1) “Having an online press room or other dedicated page for your press releases .”
2) The list you have given for PR submissions. I really needed it.
Will implement 1) in my site ASAP. And i’ll agree with “Mr./Ms. Benjamin Hur” that if possible plz tell how to contact you personally?
Regards
Thanks, Great Post. I am a starter for Press Release and going to publish my first Press Release. This tips help me to better understand for the effectiveness and write way to use Press Release.
Thanks John.
Do you submit the same release to these sites or do a unique version for each?
Ideally you want to submit a somewhat unique post
Thanks for posting this very insightful article. I will apply your strategy as I promote my upcoming Multicultural Conference on October 29th. My goal is to expand the media coverage I already receive by using your techniques.
-Carole Copeland Thomas
http://www.mssconnect.com
Hi JohnCow(Jason),
Excellent post-press releases are one of the best ways to drive traffic to a website or blog. I have used them in the past with an awful lot of success. I totally agree that you should test the niche with free press releases before you spend your money on something that possibly would not be worth it. (By the way…thanks for the list of free press release-you gave me a few new ones)
I enjoy reading your blog, you have a very unique writing style…a lot of fun to read!
Take care,
Joann
Thanks Joann… glad you like my voice and glad you like the resources.
The transworld news does not allow outgoing links in their free service.
Great post. This goes right down to what I intended to achieve in my market. The future is bright for my little start-up company simply because of the information provided in this article.