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How Is a Press Release Like a Pizza?

January 21, 2013 By Leave a Comment
Dan Janal

Dan Janal

While I was at my favorite pizza parlor, I noticed that to make a great pizza, you need three ingredients:
Great crust.
Great toppings.
Great sauce.

I realized the same is true with a great press release that gets results. You need:
Great content.
Great keywords.
Great distribution.

I’ve noticed that the press releases I write and edit for my clients contain all three ingredients. I’ve tested other services and other techniques over the past three years to know what works and what doesn’t. Last year, I wrote or edited nearly 500 press releases (woo hoo!) and I’ve seen what works and what doesn’t. Here’s what I learned.
Here’s my secret recipe.

1.     Great content. You need a news angle to get very good pick. You can get good pickup if you have news that people can use, like tips. You can get adequate pickup if you talk about yourself and have no benefits for readers – in other words, a vanity press release. You get rotten pickup if you talk about politics or sex.
2.     Great keywords. You need to find the right keywords that people are searching for. You need to put them in the right place in the headline, subhead and press release. If you do it wrong, you’re wasting your time.
3.     Great distribution sources. I can use any service I want to. And I want to use PR Newswire. They have the best pickup from major media and the best placement on Google. Other services claim to offer the same benefits – especially the free services and unlimited distribution services – but I’ve seen the results of hundreds of clients and I have to stick with PR Newswire. Fortunately, I buy in bulk and get a deep discount, which I pass along to my clients so they get great service for a fraction of the retail price.
So there you have it. Three simple steps to getting your press release printed on more than 100 media websites (not junky spam sites), indexed on Google in key positions where it can build your visibility and credibility. Skip any step at your peril.

If you’d like my help in turning your press release into a winner, call 952-380-9844 or go to www.PressReleaseSender.com.

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Filed Under: press release, publicity thought leader

Free Publicity Tactics: Building Trust with Your Customers with Case Studies

November 13, 2012 By Leave a Comment

Press Release
Strategy Expert
Dan Janal

Nearly every public relations campaign can be improved by using a case study.
A case study is a publicity tactic that shows how one or more of your clients have used your product or service and benefited from it.

Prospects love to be convinced by reading case studies because people love to read stories. A case study is simply a business story.

Like all stories, this free publicity strategy has a format you can easily follow.
1.     Client has a problem. Describe it as visually and emotionally as you can.

2.     Client tried various solutions but none worked. Describe in a little bit of detail. After all you can’t learn from something that didn’t work, so don’t dwell on it.

3.     Client heard about your product or service. Explain how, briefly, i.e. a friend told him about the product, or she read about it in a magazine.

4.     Client tried your service and got great results. Describe in lots of detail and with as many numbers as you can how the client benefited, i.e. web traffic increased by 20 percent, or sales increased by 10 percent.

5.     Show them what to do next. How can they contact you? Put in your phone number, website, email address and other contact points, including social media.

That’s it!

It couldn’t be any easier.

If you’d like to see samples, search Google for “case studies” in your industry. You are bound to find many examples to model.

Be sure to use current examples. Nothing looks worse than seeing old material. People will wonder if you’ve done anything noteworthy in a long time!
You can also send case studies to the media in your press releases. You can learn to do that at http://www.PressReleaseSender.com.

 

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Filed Under: press release writing, publicity thought leader

Why You Should Convert Your Articles into Press Releases

September 24, 2012 By 1 Comment

Many people who want to get free publicity with press releases don’t do so because they think they don’t have anything to say. However, if you’ve been cranking out articles, you probably don’t realize you are sitting on a gold mine of content. That’s because you can rewrite your articles into press releases.

If this sounds like you, read on to discover one of the most underutilized publicity tactics for small businesses.

Hear are five reasons you should turn articles into press releases.
1.     People want to read what’s interesting. Your articles have tips, information and opinions that people would consider well-worth reading.
2.     Those press releases help build your brand and trust with existing customers.
3.     Those press releases help attract new prospects to your brand and website.
4.     Reporters could jump on the idea and interview you for a new article.
5.     Search engines could index that article so you are found by more prospects who search for that information.

Some people might be asking, “I thought press releases were all about what is new.” That is true – to a degree. Press releases are written to promote what is new at a company – such as new products, new promotions and new contracts.

But feature press releases and “soft stories” have been a hallmark of press release writing from nearly the beginning of public relations as an art, science, business and craft.

If you aren’t rewriting your articles into press releases, you are missing a valuable way to gain attention from the media, prospects and search engines.

If you’d like to have us help you convert your articles into press releases so you can get free publicity, email us at dan@prleads.com or call 952-380-1554.

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Filed Under: press release, press release writing, publicity thought leader

Why You Should Convert Your Articles into Press Releases

June 11, 2012 By Leave a Comment

Many people who want to get free publicity with press releases don’t do so because they think they don’t have anything to say. However, if you’ve been cranking out articles, you are sitting on a gold mine of content. You can rewrite your articles into press releases.

If this sounds like you, read on to discover one of the most underutilized publicity tactics for small businesses.

Hear are five reasons you should turn articles into press releases.
1.     People want to read what’s interesting. Your articles have tips, information and opinions that people would consider well-worth reading.
2.     Those press releases help build your brand and trust with existing customers.
3.     Those press releases help attract new prospects to your brand and website.
4.     Reporters could jump on the idea and interview you for a new article.
5.     Search engines could index that article so you are found by more prospects who search for that information.

Some people might be asking, “I thought press releases were all about what is new?” That is true – to a degree. Press releases are written to promote what is new at a company – such as new products, new promotions and new contracts.

But feature press releases and “soft stories” have been a hallmark of press release writing from nearly the beginning of public relations as an art, science, business and craft.

If you aren’t rewriting your articles into press releases, you are missing a valuable way to gain attention from the media, prospects and search engines.

If you’d like to have us help you convert your articles into press releases so you can get free publicity, email us at dan@prleads.com or call 952-380-1554.

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Filed Under: press release, press release writing, publicity thought leader

Can You Expect a Press Release to Get Free Publicity?

May 30, 2012 By Leave a Comment

Press Release Strategy Expert Dan Janal

You can get free publicity when you send a press release to a reporter – if you do the right things. But many people get bad results because they do the wrong things – or if they have unimaginably high expectations.

Here are 10 things to expect from a press release – from bad to good:

1.     Reporters will throw it out – unopened and unseen. That’s because reporters get hundreds of press releases a day – by mail and by email. They don’t have time to read them all. It’s an unfortunate fact of life. You must make your press release stand out.
2.     Reporters will open your press release and realize it does not concern them in the least and throw it out. That’s because you didn’t do your job and send the press release to only reporters in your field.

3.     Reporters will open your press release, read the headline, read the first paragraph and throw it out. That’s because you didn’t say anything interesting or your information was presented badly. Think of your message and find a way to get the point across clearly and quickly. Who, what, when, where and why are usually good guideposts.
4.     Reporters will read it but can’t find how to contact you – so they throw it out. Don’t put in switchboard numbers that do more to thwart callers than help them. Call yourself and see if you can reach you. If you have a voice jail system, I’ll bet you can’t. Put in your desk number or your mobile number.
5.     Reporters will want to find more info, but can’t because you didn’t put in a website address or you sent people to the wrong page. Reporters might want to see your homepage, or your product page. Think this through and send them to the right page. If you have big company website, reporters might not find what they need. If you are promoting a book or a product, send them to that specific page with the relevant information.
6.     Reporters like what they see and write the story based on info in the press release! Congratulations! You can get a story written about you without talking to a reporter, in case you didn’t know.
7.     Reporters like what they see and get more info from you in a phone call or email. Congratulations! Now you have the chance to build a lasting relationship.
8.     Reporters write the story and it appears on their websites or in their publications. Congratulations! You will probably get more website visitors, traffic to your store or calls to your company. Remember, those are visits. It is up to you to convince those people to buy. Don’t overlook this important step. Publicity can lead a horse to water, but it can’t make him drink.
9.      Reporters post the story online. Congratulations. Many media sites allow for reader feedback. Read this section to see what people are saying and thinking – and then respond when appropriate. This can be a great way to build relationships with readers.
10.  Your site’s rankings in search engines should improve. Congratulations! Google loves to see links from high credibility sites, like the media, to your site. If you can get more media exposure, you’ll probably rate higher in Google’s eyes so more prospects will see your website.

As you can see, there are many good things that can happen when you write press releases, target the right reporters, present the right message and follow up with prospects. Good things can happen with press releases – if you follow the right path.

Good luck!

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Filed Under: press release mistakes, press release writing, publicity thought leader

How to Measure the Effect of Press Releases

May 11, 2012 By Leave a Comment

Press Release Expert Dan Janal

All people and all companies who want to see their names in print comes to the realization that there’s more to publicity than seeing your face in the newspaper. Getting publicity is great for your ego, but what about the ROI of publicity?

After all, there is no such thing as free publicity. You have to spend time and or money to get publicity – and that expense has to be justified.

Many publicity campaign managers wonder: “How can you measure the impact of your press release and your publicity tactics?”

Here are two sets of metrics you can use to see if you are getting a good response on your publicity campaign.

The first set of questions involves what I call “primary response metrics.” These are the initial actions that a reporter or a prospect could make when seeing your press release or the articles that result from the press release. The second set of questions concern the sales made from people who see those media mentions.

Primary Response Metrics
1.     How many times was it printed on real media web sites?
2.     Where does the press release rank on Google for various search terms?
3.     How many reporters contacted you for more information?
4.     How many original articles resulted from the press release?
5.     How many visitors came to your website?
6.     How many phone calls did you get from prospects?
7.     How many mentions did it get on social media sites?

Financial Response Metrics
1.     How many sales?
2.     What is the profit per sale?
3.     How long was the sales process?
4.     How do these numbers compare to other marketing methods?

If you track any of these numbers, you’ll have a good idea if your publicity campaign is getting results.

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Filed Under: press release, press release distribution, publicity thought leader

Writing Press Examples: 5 Topics You Probably Didn’t Realize Can Be in a Press Release

May 10, 2012 By Leave a Comment

Press Release Expert Dan Janal

Many people mistakenly think a press release can only contain news, such as announcing a new product, hiring a new CEO, announcing earnings results or winning an award. True, those are the bread and butter of press releases, but press releases can contain so many more interesting topics that can help you get free publicity.

Here are five topics for press releases that you should consider writing.

1.     Press releases don’t have to be based on news. They just need to be interesting. That’s why you see successful companies use feature articles and information articles as press releases. That’s because newspapers and magazines write feature articles and how-to articles. These press releases help reporters who write those kinds of stories.

2.     Press releases can be based on opinion. If you want to take issue with a government policy, a research report or a new book’s thesis, you can do so in a press release. These press releases help position you as a thought leader who is unafraid to buck conventional thinking.

3.     Press releases can be short. If you can tell the story in 100 words, then do so. A simple job promotion or an event can be told by answering the who, what, when, why, where and how that should be the cornerstone of any press release.

4.     Press releases can be long. In the old days, newspapers had a limited size. On the Internet, space is not an issue. You can tell your story in as much detail as you like. Of course, people have limited attention spans, so you might want to take that into account. On the other hand, people who have a vested interest in your issue will want to read as much info as they can get their hands on.

5.     You can put footnotes into a press release! This is great for the scientific press releases that need to conform to their industry’s need to document each source. Just put a superscript in the text and the corresponding footnote at the end of the press release. Reporters and readers will know what to do with it. If possible, add a link to the original source material if it is online.

For more ideas on writing great press releases, go to PressReleaseSender.com

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Filed Under: press release writing, publicity thought leader

New Tactics for Press Releases – Get Found on Search Engines

April 5, 2012 By Leave a Comment

Press releases perform a valuable and useful role in getting found on search engines.

Based on my work with more than 500 press releases over the past year or so, I’d suggest you can improve your chances of being found by:
1. Adding relevant keywords to the press release, especially in the headline and first paragraph.
2. Using anchor text to lead readers to different pages on your website. It is a great SEO tactic that many people overlook.
3. Having at least one call to action for readers, like “click here to read the first two chapters of my book (or white paper, or take an assessment).
4. Using Google’s free keyword tool to find the most popular keywords, as well as the least competitive ones – and use a mix of them.
5. Searching Google on those terms to see what shows up. You might be inspired to use other keywords you hadn’t thought of.
6. Telling your followers when you get printed or quoted, via your blog, email and social media. Toot your horn!
7. Printing screen shots showing your best results.

 

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Filed Under: press release mistakes, press release writing, publicity thought leader, search engine optimization, seo

Publicity Strategy: Now’s the Time to Write Year-in-Review Press Releases

December 1, 2011 By Leave a Comment

As the end of the year approaches, some people think of holidays, gifts and shopping. I think of year-in-review press releases and articles or opinion pieces.

The year-in-review press release is a great way to get increased exposure and position yourself as an expert. This article will show you how to write a year-in-review press release and will also show you many ways you can benefit from it.

As the name implies, these are press releases that review and recap influential trends and news. You start with a paragraph introducing the topic. You end with a paragraph summarizing the trends or offering a perspective from your vantage point. The press release can include anywhere from 3 to 12 events.  If you use 12 events, you can cite one event each month, which is a popular technique. Each event is described in 2-3 sentences. The entire press release is about 500 words long – about the size of a high-school essay.

These press releases help you in many ways:

1.     This type of press release positions you as a thought leader who is lending an insightful perspective on the industry. Simply chronicling the events makes you a valued content creator. If you add perspective on why this event was important then you’ll be seen as adding valuable information that is the hallmark of a thought leader.
2.     The press release is a promotion without being salesy. You’ll be seen as an educator who is providing perspective, instead of as a vendor who is selling a product, which is what happens in the average self-promotional press release. Every press release lets you promote yourself or your business with links to your site and the “About Us” section, of course, so there are many ways to lead people to your website where they can build a relationship with you.
3.     They are easy to write. You simply review the headlines of the past year and decide which are most important.
4.     They don’t require a lot of creativity or originality. For people who think they need to think of the “next big thing” to get readers, this is the rare opportunity to put your creativity on hold and go into researcher mode.
5.     People like to read these types of press releases. You gain more visibility and credibility. People will say “I see her everywhere.”
6.     Websites like to print these press releases because readers like to read them. The more media websites and bloggers who print your press releases, the more fame you get.
7.     Media websites and trade publications like to print these press releases in December because staffers take vacations and these sites need content. Because the information is non-commercial, there is a great chance the media will print the press release.
8.     These types of press releases are part of the editorial calendar process at many media sites. You are proposing a press release that they actually expect to print.
9.     You can get good placement in search engines if you use the proper keywords. If you rank higher in search engines, you’ll attract more visitors to your web site.
10.  Because the press release is printed on media web sites, search engines will give a greater value the links pointing to your website so your website could show up higher in the search engines and you could get more visitors.
11.  You can post the press releases on your blog and in your ezine to create interesting content for your followers. Your site also will be seen as having educational content, which is highly valued by your readers. (update: Read the new Panda rules from Google. Use the robot.txt file specifying that the search engines should not crawl the page.)
12.  You can post a link to the press release on Twitter or you could tweet a trend a day to attract more followers. Same with Facebook or LinkedIn.
13.  You can create a video and post to YouTube to attract more visibility and higher search engine rankings. Google loves to index videos. This is a very easy tactic. Simply turn on your camera and read the press release.
14.  You can turn the press release into an article and submit to relevant industry sites and guest blog sites. This could created even more links to your website and will expose your name to more potential prospects.
15.  You benefit by taking time to review events of the previous year and to learn from it. Your increased knowledge makes you more valuable to your consulting clients and it also helps you plan for the coming year.
If you’d like to write a year-in-review press release, we can help you send it to the media via the oldest and most respected newswire in the business. Unlike any other service, we’ll guarantee your press release will be printed on more than 40 media website within 24 hours of distribution or you get your money back. For info, go to http://www.PressReleaseSender.com and select the “Bronze” service plan for only $297, which is much less than any other service offering comparable distribution.

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Filed Under: press release, press release writing, publicity thought leader, search engine optimization, seo

Definition of PR

June 1, 2011 By Leave a Comment

Windy Campbell

“PR is a year-round, continual effort where we build momentum, and relationships with media, etc. If someone sees an article or news about a company, they either will buy the services right then — or they will file the article or thought away until they are ready to buy the services. PR is about building and supporting a brand — it’s an ongoing, continual process that cannot rely on just one media hit.”

 

Windy Campbell

Campbell Communications

Wilson, Wyoming

http://www.linkedin.com/in/windycampbell

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Filed Under: press release, publicity thought leader
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