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When you write your press release, you’re effectively trying to sell your story to the reporter. The opening paragraph, and especially the headline, should grab the reporter’s attention by giving him something he can use, straight away, without having to spend a lot of time working out an interesting angle. That said, there's more to Press Releases than just that. In this short presentation I'll share the strategies I've used to gain loads of media exposure. In fact you can see the type of coverage we've got here: http://www.melbourneseoservices.com/seo-experts/in-the-media/
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Press Release CrusherHow to get the media to fall in love with you
Press Release
It’s all about building your reputation.
It establishes your credibility and generates awareness even outsides
your circle.
It’s crucial todifferentiatingyourself fromthe competition.
TYPES OF TESTIMONIALS
Customer Testimonials
Celebrity Endorsements
Experts
The Ultimate Testimonial:When media or any organisation covers you.
MEDIA ENDORSEMENT
The Halo Effect
It’s when our overall impression of someone influences what we think or how we feel about his character.
When someone endorses a specific product, our positive evaluation of that person affects the way we perceive the product, as well.
People are more likely to respond if you’re an expert.
PRESS RELEASE HOOKS
All they want is a good story.
Follow the general mediaUse Google AlertsKeep an eye on Yahoo AnswersDetermine your most popular blog postsSurvey your customers
“How do I find this hook?”
HOW I SOLD THE MCG
I wrote a press release.
“Melbourne Man Sells MCG for $24.95”
It got picked up by the media: from newspapers,
to magazines, to TV.
OFFLINE PR
Geared towards:Generating publicity with print, radio, TV, conferences, and other events held at real-life venues.
Example: MCG
People want to know how the young man from Melbourne sold the MCG for $24.95.
Press Release
Tactics:
Write press releases, speak at conferences, run contests, and contribute articles.
Magazine Newspaper Radio
What worked for selling the MCG
REPORTER ATTENTION
Reporters are always on the lookout for good story ideas.
“How do I get their
attention?”
Know the focus of your target publication.Get to know their players.Have several story angles.
Tools:
HARO (Help a Reporter Out) An online service for journalists who wish to obtain valuable information for the stories they’re covering.
SourceBottleAn online service that connects journalists with valuable sources.
Become a reporter’s friend.
ONLINE PR
Geared towards:
Getting through and influencing a market that may exist only online.
Generating hype on the World Wide Web: from blogs, down to forums and social networks.
Tactics:Create videos that can go viral.
Write SEO-optimised press releases.
Write blog posts that warrant discussions among your target market.
Keep in touch with clients, (business) followers, and key influencers via social networks.
HOW TO WRITE ONE
Write a good one.While a good press release doesn’t guarantee immediate media coverage, it will pique people’s interest.
Key Elements:TitleSummaryBodyAbout the CompanyContact
Always go for a definite style, flavor, & premise.
Find your angle. Make sure you have something newsworthy to announce.
Go for catchy headlines. There’s no strict rule with regard to having a headline in “corporate-speak.”
Announce with your hook.
Always get to the point. Explain your announcement in a clear manner.
Include quotes. You’re basically providing journalists good quotes to use.
Write it well. This leaves journalists with less work to do.
They will be more likely to run your story than others that require a
whole lot of rewriting.
It’s notaboutyou.
For tutorials, visit:www.youtube.com/theSEOmethod
Start watching Haro +SourceBottleStart watching yourmarket news.
Test out online PRNeed more help?www.melbourneSEOservices.com
ACTION PLAN
Keen to learn more about craftingan excellent press release?
Visit:www.melbourneSEOservices.com
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