Press releases are a powerful, but often overlooked promotional tool that can be valuable for just about any type of business, large or small. If you haven’t added press releases to your marketing mix, you’re missing out on one of the quickest, most cost-effective ways to get the word out about your products or services.
Some of the benefits you can expect from a well-written online press release:
- Maximize your reach: Whether you send your press releases out to local, industry and other targeted publications to attract the attention of traditional (offline) media, you will definitely want to submit your releases to online distribution sites to maximize your visibility in new media (online) outlets.
- Save money: If you typically pay for enhanced online submissions or mail your releases out with samples and other supporting information, consider submitting your release to free online distribution sites or send them out to traditional media –the only investment is your time.
- Improve your SEO: By taking the time to write a well-formatted and effective online press release that contains targeted keywords, links and very specific information about your business, other websites, news and search engines will pick it up, which will increase your visibility dramatically.
- Enhance your credibility: If you consistently write and submit relevant and well-timed press releases, they can quickly increase your exposure and brand name recognition among your target audience.
Press releases are powerful because they allow you to create news that is interesting to your target audience. Just about anything you do in your business – from launching a new website, to offering new services, to volunteering for a local charity, to speaking at a conference – can be newsworthy.
Just keep in mind, a press release should not be an outwardly promotional tool; rather, it should focus on the needs of your target audience. Your release should successfully answer the top question posed by your audience: “How will this benefit me?” If it does, you have a winning press release ready to send out to the masses.
Although many of the following sites offer free distribution to sites and search engines, paid services typically provide more options from better placement and permanent archiving to keyword links, company profile and logo placement.
- 1888PressRelease.com: A free and paid service that provides a number of options, including distribution outlets, visibility and tracking statistics.
- 24-7 Press Release: A free and paid service with varying formatting and distribution options.
- Business Wire: A paid service (requires membership) that will distribute your press release to geographic, trade and industry media, and search engines.
- Express Press Release: A paid service that includes distribution to state-based sites, industry-specific blogs and a PR forum.
- i-Newswire: A free service that will allow you to submit one release per week to a global audience.
- Media Syndicate: A free service that focuses on distributing press releases for small and medium sized businesses.
- PR Leap: A paid service that distributes releases to all major search engines, newswires and websites.
- PR Newswire: A paid service (requires membership) that will submit your release to a number of outlets, including newsrooms, bloggers, financial portals, social media networks, web sites, and search engines.
- PR Urgent News: A free and paid service that allows up to three live links, targeted keywords and a thumbnail image with each release.
- PR.com: A free and paid service that provides an option that includes a full company profile in addition to distributing your release.
- PRBuzz.com: A paid service that distributes press releases to online news sites and blogs.
- PRLog: A free service that allows you to include HTML links in the press release body, creates a PDF version of your release and allows you to submit to specific categories.
- PRWeb: A paid service that distributes your site to numerous sites and lets you track and analyze results.
- SBWire: A paid service that allows you to submit releases for geographical and industry targeting. They also distribute your releases via RSS to numerous third party sites.
- The Open Press: A free and paid service that distributes press releases to numerous websites, blogs and RSS feeds.
In order to get a good response from your press release, you do not need to submit to all of these sites. A well-written press release with targeted, newsworthy and valuable information for your audience can be successfully distributed through one or two sites. Evaluate the options and pick the service that best fits your requirements.
Once you have started distributing press releases online, create a media section on your website where you can list your releases as news items. You can also develop an online media kit that contains your releases and other information about your business that interested parties can download.
Additional Resources
Writing a Press Release: Marketwire
Optimizing Your Press Release: Good Keywords
Creating a Digital Press Kit: Press Kit 24/7
