A press release aka news release is a short, compelling news story written by a public relations professional and sent to targeted members of the media. Press release distribution is the process of circulating or seeding out your press release to journalists and members of the press. Free press and free press release distribution services are available but are limited services. Press release distribution is usually offered in scalable pricing based on a brands needs. Press releases are distributed to a news agency aka newswire that sends the news to media outlets. PR companies dealing in newswire distribution prepare and distribute a brands news to the wires. These newswires are Reuters, Associated Press, United Press International, etc. Distribution to these wires is limited to verified members, the most well-known being CISION. Around 90% of newswire services utilize CISION for distribution. I utilize a variety of wires including CISION and independent newswires across the U.S. Our distribution services offer more depth by utilizing the nationwide newswires and the many independent newswire networks.
Press releases are labeled as such across major news sites. Visibility is what a press release creates for your brand, brand authority and domain authority is created with strategic guest posting. To differentiate between organic posts and stories coming across the wires, news sites have them labeled accordingly. This is important for backlinking and domain authority. Google needs to differentiate between a press release coming across the newswire onto major news sites and when a journalist or guest editor posts to the news sites. When a journalist or guest editor post your brand in a story onto a major news site this creates more weight than the wires placement. The reason for this is that media placements (guest posting) is a more direct relationship between journalist and publicist. It is also more organic. Media placements (Guest Posting) creates weight for a website with backlinks.
Press release writing is an art form and when it is refined to be concise it becomes a skill. Our writers are highly skilled at writing concise press releases. An often overlooked aspect of press releases is the format. Certain media outlets require a specific format for their publications. The press releases I distribute are not only concise but formatted to the media outlets targeted.
I do a lot more than just send a press release across the wires. I get results focusing on Search Engine Optimization (SEO) and Conversion Rate Optimization (CRO) for your release and weighted hyperlinks in the release. Press releases are often advertised as great for SEO but this isn’t always the case. A lot of the services on the market allow brands to just submit a ready written story for distribution. This seems like a convenient option but it is fruitless for SEO. SEO requires a good copywriter to do a complete analysis of you and your competitor’s digital brands combined with various SEO tools to copywrite an article that is optimized and converts.
SEO copywriting is all about creating useful, compelling, and valuable content that targets specific keywords so that other people will gladly promote it on social media platforms. This increases the authority and relevance of your content. It is a critical aspect that is often overlooked in the writing process. If you want your writing or article found on the web it has to be optimized. Optimization and conversion will drive the desired results and traffic. SEO has to be combined with conversion rate optimization (CRO) for maximum results. How the SEO is applied in converting casual readers/engagers to leads to customers (marketing funnel) is crucial for success.
I intend for your press release to continue providing results long after it is released. This is achieved with a great writing team and a company consultant (press consultant/SEO consultant) working directly with you on your releases and the success.
Your PR specialist is there to work with you on your current press release and all future releases. They become your publicist that is ready and available to help your brand’s PR.