No doubt you’re aware that issuing press releases can result in….nothing much at all!

Each day, news sites are inundated with press releases about everything and anything. There are avalanches of useless “news” stories designed to promote a product, service or view point, and most are destined for the trash. There’s an old joke: if you don’t want anybody to know about a scandal, issue a press release about it.

However, a good press release can work wonders. If your press release is picked up by major news sites, it will obviously generate links and attention. The cost of press releases can often be a lot less than PPC, and now that more news sites are opening up their archives to search engines, press releases can also provide longevity to PR efforts.

Here’s a few ways to help ensure your press release gets picked up:

• Be relevant to your target audience. Have your audience in mind as your write the release. Specific works better than general. Remember, your audience includes editors and journalists looking for fresh, relevant angles.
• Be timely. News outlets don’t like old news.
• Make it personal. News stories that have a personal angle tend to work well. Your audience needs to be able to relate to the story, so make it more about them, and less about you.
• If in doubt, steal from the best Not “steal” exactly, but study the format of press releases that are picked up by major news networks. Try to mimic their approach.