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Be judicious and only write press releases when you have real news (not as a means to boost SEO rankings or the CEO’s ego), to avoid leaving the impression of desperation (and amateurishness).Here’s a press release that was created for fitness expert Pauline Nordin.
If possible, distribute your press release around a relevant event.This doesn’t mean that you can only send out a press release for information that would make the front page of the New York Times.It does mean that you have to find an angle that you think journalists will find interesting and want to write about.The latter point was especially critical to the PR, and the notoriety of the Shopify brand really gave the release ‘legs’ in terms of how far it was distributed and the impact it made.Our most recent press release, which actually went out today, has been picked up by Business Insider and Yahoo.Last but not least, always include relevant contact information so you can be reached by potential consumers, partners, representatives, and anybody else interested in the contents of your press release.
In addition to being picked up by journalists, this press effort has also resulted in additional writeups and mentions since then, and continues to bring Shoreline Lake to the attention of oenophiles and others wanting unique wine-based, and related, experiences in Silicon Valley.Luckily, the product launch on the TV was right around CES so that helped with exposure.Faded Banner Publications has made its mark in Civil War and regional history titles, so a book on the paranormal meant taking a whole new approach to our publicity.We were looking to target the paranormal field, but not limit ourselves to that field.We were looking to establish I Met a Ghost as a mainstream took, a serious look at the unexplained phenomenon so prevalent at many historic sites.This was not a standalone effort however; but rather a tactic used to achieve some very specific market communications goals (which were all met).