There are so many things to remember when writing an online press release – have you included sufficient keywords to make the release search engine optimization worthy? Have you included the who, what, where, when and why? Have you tailored the release to the reader and explained why they should care enough to continue? Have you thought of a hook suitably intriguing enough to get the release published? With so much going on one important incentive for online PR production can be overlooked and that is the need for each PR you issue to have a bottom line impact.
1. A Good ‘Hook’ Is a Must
Depending on the product or service you specialize in, simply putting out a well written and informative press release can sometimes result in additional sales. A press release is designed to increase public awareness and draw attention to a notable occurrence. If you choose your hook well enough, your PR will be picked up and published, therefore achieving the aim of exposure and awareness. Sometimes, the very fact that your brand is mentioned in a newspaper, magazine or on a website is enough to send sales figures soaring. Other times you need to go one step further and consciously approach a press release as a money making opportunity.
2. Credibility Sells
It’s a fact of life that there is more mileage in bad news than good and the old saying ‘there’s no smoke without fire’ still rings true. This is very much applicable to the internet where anybody can set themselves up as a business with no physical location or face to face interaction with clients to attest to how genuine, truthful or honest that business is. Establishing credibility is therefore imperative and a press release that helps you do this can have a huge impact on sales figures.
Credibility is really another word for trust and another way of establishing a connection and relationship with your target market. The first battle in getting anyone to buy online is for them to trust your business and setting this out at an early stage in your PR can only be a positive thing.
You can establish credibility in your press releases by including quotes from key figureheads, including comments from relevant industry bodies, using PRs to announce industry awards and accolades and being careful to only distribute through respected channels.
3. Announce Positive News
Doing business online is perhaps the most competitive of arenas in which to operate as small companies have the chance to operate on a level playing field, anyone can comment on your products and services and negative reviews often seem to have more staying power than positive ones. The internet also casts a cloud of anonymity over users making bad press in the form of less than flattering reviews or unfair assessments appear more prolific than good ones when things take a turn for the worse.
Using press releases as a vehicle of drip feeding a constant supply of good news can highlight your advantages over competitors and reinforce the image of a professional firm with whom your demographic should be happy to do business. The more positive news you put over via news and PR releases, the less power any negative press will have. A greater amount of favorable stories also function as a reputation management safety net so when potential clients search online, they only see good things. This makes them much more likely to do want to do business with you. Capitalize on this by issuing a PR any time something notable happens – gather together client testimonials of feedback each month and issue a regular item, write a release as soon as you are nominated for an award or featured in an industry publication, actively seek to contribute to your local community and publicize your charitable endeavors. If you’re committed to creating new jobs, introducing greener office practices or have a plan to become carbon neutral – write a PR about it.