Press releases are essentially when you provide a variety of journalists, working for a variety of newspapers and other news reporting organizations, information about your company and answer any pertinent questions that those journalists might have about the information that you provide. Press releases are effective ways to make sure that people are able to find out more about your company if they are trying to decide whether to invest money in your stock or interact with your company in some other meaningful way. Here are some ways to utilize a press release successfully.
1. Remember That You Write for People, Not Robots
The first thing that you are going to need to do is not treat your press release like it is part of the content that you use for Search Engine Optimization (SEO). This is because many search engines no longer utilize press releases as methods of getting information about a company. Backlinks, keyword stuffing, and any other information that you might put into a piece of content in order to make it especially visible to robots is not going to be effective here. You instead need to make sure that your press release can be read by people. If you don't pay attention to the fact that it needs to be read by people, rather than robots, you are going to create a press release that sounds wooden and turns people away immediately.
2. Don't Overlink
Another tips is to make sure that you don't overlink in your press release. Overlinking is when you add tons of links to a piece of content, most of which point back to sites that you own, in an attempt to increase your search engine rankings. People don't like to read text that is only blue hyperlinks. They prefer to have links to relevant content when necessary. For example, if you are describing a project that you recently worked on that many people don't know about, you should have a link to an information page about that project.
3. Include Ticker Symbols
Finally, if you want to make sure that you are picked up by major news syndicates, you are going to want to ensure that you include ticker symbols in your press release. If you are not a publicly traded company, you want to include another company's ticker symbol in a way that feels organic and makes sense. This will cause financial news organizations to be more likely to pick up your press release.
For more information, talk to a company that specializes in managing press releases.