The press release has changed a lot since my years in the news business, when it served mainly as a petition to an anonymous editor to please, please, please put my information in your paper.
With the internet, the press release stands on its own. There is no one tasked with the duty of keeping your news out of the paper — or if there is, it doesn’t matter because you’ve got a bigger audience on the web anyway.
Anyone searching for your keywords can find your press release among the other search results. And an editor from a media outlet can always find your news and contact at one of the online press release sites like PR Web.
The other thing the online press release can give is valuable backlinks to your site, raising your authority with the search engines, which moves your site up in the search results.
The press release announces something important. But the days are gone when if “important” didn’t mean a Nobel Prize in literature, you would never get even the courtesy of a rejection.
Still, it’s easy to get hung up on what’s “important.” That’s why I was so happy to see the post at PR Web, Topics for Press Releases. At that post there are literally too many events to count, but here are 12 that would be useful for writers:
- New website or significant upgrade to existing website
- New products and services
- Helpful tips for customers, related to your writing topic
- Winning an award
- Milestone accomplishments
- Media and speaker appearances
- Inspirational stories related to your book
- Expert opinion on an important subject within your topic
- Debunking of common “myths” related to your topic
- Involvement with a charity
- Scheduling of in-person seminars
- Scheduling and success of web events