5 Ways to Make Your Press Release Standout Online

Press release writing

There is a new phenomenon in the social realm, called the social press release. This phenomenon utilizes social media as a channel for distributing press releases. An idea, which we must say, is contributing positively to the practice of press release writing. Also, one that has ceased the digital tide.

But as much as the digital channels have boosted our content distribution, it is a separate issue for the writer to ensure that his press release, is seen. People post all types of content in the millions per day on social networks. 

The question then becomes, how do we get our press release seen and read?

Consider this: On 22^nd February 2015, Charity Maina was raped and killed in Moi University. In a bid to quell, the heated outburst of the student body - the Vice Chancellor Prof. Richard Mibey issued a press release in the dailies the following day.

Now, according to readers, apparently, that release had many grammatical errors. A clear indication that someone in the administration was in a hurry to correct a great wrong. Guess where I picked this information? The social media. 

However,whether it achieved its intended purpose or not, is an issue at large. Suppose they didn't, what could they have done to gain traction?

As we know, in order to get our press releases ‘heard’ we need to use all media available. Statistics indicate that 26.5% of the African population use the internet. Consider this percentage and the inadequate infrastructures that we have. Factoring in that we are on the path to actual development, this number will soar. This is an indication for us to prepare ourselves to capitalize on this space.

With that in mind, here are 5 ways you can make your press release get traction online. 

  

Write Clear Headlines

It never gets old. In all writing, headlines are your ticket to a reader’s time. If it stands out, then you have increased your chances of getting your reader’s attention. If not then we have to work on this. On that note, your heading needs to be 22 characters or less.

The Length

A press release is a document that tells a synopsis of your company and or newsworthy information in the company. Answering the question of who, what, when, why, where & how of a topic. This 5W’s and 1H make the body of the release as airtight as possible. Keeping the release two pages or less or 600 words or less is a key ingredient. According to Elizabeth Hillmann of Discovery Education says, ‘The length of the press release should be under 600 words or no more than two pages to make it the most effective, and will aid in optimization.’ Solid advice.

Keywords

What are these? According to Corry Janssen, Technopedia, He says, ‘A keyword, in the context of search engine optimization (SEO), is a particular word or phrase that describes the contents of a web page. Keywords are intended to act as shortcuts that sum up an entire page.’ With that in mind, Elizabeth's advice that we need to use at least we use two or three keywords throughout your headline, subhead, and first paragraph to ensure consistency of messaging and increased chances of search results.

Rich Media

The saying that a picture is worth more than 1000 words never gets old. However, if we could go back, something worth adding is a great picture is worth so much more than 1000 words. In writing that press release, using high-quality media-pictures, infographics, and video can help your releases rise to the top in search.

Logo

In concluding our strategy of conquering the online space, always make it a habit of incorporating your company logo in all your releases. This makes it easier to find your release if someone searches for your company or brand name; the images will come up. 

Knowing how to make our press releases ‘heard’ is our daily objective. Leveraging the online space is a step towards making this objective a possibility. Try it out and let me hear from you.