The document discusses 5 key results that can be achieved through an effective press release: 1) Presence in Google News and search results, 2) Generating backlinks, 3) Getting on the radar of key individuals, 4) Driving positive online presence and credibility, and 5) Eliciting action from the target audience. It emphasizes that to achieve the first result of presence in search results, the press release must be optimized for specific keywords by including those keywords prominently in the title, summary, first paragraph, body, and image captions. Proper keyword optimization is essential to getting the press release found and ranked in search results.

1. The
RESULTS-
Driven
Press Release Formula
The 5 essential elements for writing press
releases that drive results
First
things
*irst
–
let’s
de*ine
“results.”
Most
people
are
leaving
opportunities
on
the
table
when
writing
press
and
submitting
releases
because
they
don’t
realize
just
what
kind
of
results
are
possible.
You’re
not
going
to
be
one
of
them.
The
modern
day
press
release
can
produce
5
different
critical
results:
1. Presence
in
Google
News
and/or
Google
organic
search
results
for
speci*ic
keyword
phrases
2. Generate
keyword
rich,
do-­‐follow,
anchor
text
backlinks
to
your
website
(this
is
a
big
factor
in
what
determines
where
your
website
ranks
in
the
search
engines)
3. Get
on
the
radar
of
speci*ic
key
individuals
or
companies
through
Google
Alerts
4. Drive
up
the
positive
online
presence
and
credibility
of
your
company
(reputation
management
and
brand
development)
5. Evoke
ACTION
from
your
target
audience
Some
people
think
that
they
can
publish
a
press
release
and
that
magically
the
media
will
*ind
it,
“get
it,”
just
happen
to
be
writing
a
story
about
what
they
are

2. announcing
at
the
exact
time,
and
that
they
will
print
a
story
about
them
and
become
popular,
famous,
and
rich.
“If you want This
is
NOT
how
a
press
release
works.
And
that’s
a
good
thing.
your press
release to Because
if
it
worked
like
that,
the
odds
of
a
press
release
“getting
appear in the results”
would
be
as
hit
and
miss
as
winning
in
Vegas.
Getting
results
with
a
press
release
is
not
based
on
“luck.”
There
are
very
speci*ic
search results things
that
you
can
do
to
achieve
results.
for a specific
keyword, your But
7irst
you
have
to
know
what
results
you’re
shooting
for.
press release
Because
so
many
people
have
the
impression
that
a
press
release
needs to have will
somehow
make
them
popular,
famous,
and
rich
with
the
push
of
this keywords a
button,
I’m
going
to
take
just
a
minute
to
quickly
delve
into
the
in it, reasons
why
the
above
goals
really
matter
in
our
modern,
internet-­‐
preferably in connected,
always-­‐on,
information
age.
the title.”
Result
Factor
#1:
Presence
In
Google
News
And/Or
Google
Organic
Search
Results
For
Speci7ic
Keyword
Phrases
What
this
means:
When
people
type
in
a
search
term,
they
*ind
your
press
release.
Why
this
matters:
I’m
guessing
you
found
this
information
you’re
reading
right
now
through
a
search
engine.
I’m
guessing
that
you
use
search
engines
to
*ind
all
kinds
of
things,
from
locating
a
local
optometrist
for
your
family,
to
*inding
a
trade
show
display
for
your
business,
to
*inding
information
for
your
son’s
4th
grade
school
report.
I
personally
don’t
know
anyone
who
doesn’t
use
a
search
engine
to
*ind
information
and
solutions.
And
by
“anyone”
I
mean
people
young
and
old
looking
for
products
and
services
and
journalists
and
bloggers
looking
for
information
to
develop
a
story.
The
way
people
*ind
things
on
the
Internet
is
by
typing
in
a
KEYWORD
or
KEYWORD
PHRASE
that
they
think
will
bring
up
the
solution
they
want.
Bear-­Bones
Logic
Breakdown:
• People
(potential
customers,
journalists,
etc)
type
in
keyword
phrases
to
*ind
what
they’re
looking
for

3. • The
results
that
appear
in
the
search
engines
have
these
“You must, keywords
in
them,
usually
in
the
title
tag
must, must
know which • If
you
want
your
press
release
to
have
a
chance
at
ranking
in
one
of
these
spots,
your
press
release
needs
to
have
these
keywords the keywords
in
it,
preferably
in
the
title.
target
audience of Step-­By-­Step:
How
To
Achieve
This
Result
your press
1. First,
you
must,
must,
must
know
which
keywords
the
target
release is audience
of
your
press
release
is
searching
for.
There
is
just
searching for FAR
too
much
information
out
there
to
think
that
your
PR
will
and then be
found
randomly.
Even
if
you
send
it
through
“newswire”
optimize your distribution,
the
press
releases
are
still
delivered
to
a
computer
database
that
is
searchable.
press release
for these 2. “Optimize”
your
press
release
strategically
for
this
term
by
keywords” using
the
keyword:
a. In
the
title
of
the
press
release
–
preferably
at
or
very
near
the
beginning
of
the
title.
The
title
of
the
press
release
often
becomes
the
TITLE
TAG
of
the
page,
which
is
an
important
factor
to
search
engines
when
determining
ranking
b. In
the
summary
of
the
press
release.
The
summary
of
the
press
release
often
becomes
the
META
DESCRIPTION
of
the
page,
which
is
an
important
factor
to
search
engines
when
determining
ranking
c. In
the
7irst
paragraph
of
the
press
release
d. Once
or
twice
in
the
body
of
the
press
release
e. In
image
captions
below
any
images
that
you’ve
included
your
press
release.
Result
Factor
#2:
Generate
Keyword
Rich,
Do-­Follow,
Anchor
Text
Backlinks
To
Your
Website
What
this
means:
Building
links
TO
your
site
FROM
other
sites
Why
this
matters:
I’m
going
to
break
this
down
in
VERY
simplistic
terms.
If
search
engine
optimization
were
this
easy,
then
everyone
would
be
ranking
in
the
top
10
positions
for
their
keywords,
and
that’s
not
statistically

4. possible.
However,
understanding
this
fundamental
principal
of
SEO,
“Links to your if
even
simplistically,
will
help
you
tremendously
in
your
efforts
to
site from improve
your
site’s
search
engine
ranking.
quality sites
First,
some
terminology:
“tell” a search • Backlink:
A
link
existing
on
a
site
other
than
yours
pointing
to
engine that your
site,
also
called
an
‘inbound
link.’
your site has
some valuable • Anchor
Text:
This
is
the
WORD
or
WORDS
that
your
link
is
“anchored”
in.
For
example
this
is
an
anchor
text
link
and
this
information -- is
a
URL
link:
http://www.onlineprmedia.com.
and this helps
determine • Keyword:
A
word
or
phrase
that,
when
people
type
it
into
a
your search search
engine,
you
want
your
website
to
appear.
engine Search
engines
do
not
have
elves
behind
desks
that
determine
where
visibility” to
categorize
each
and
every
webpage
on
the
Internet.
Instead,
they
have
devised
a
complex
set
of
‘algorithms’
(around
200
or
so)
that
analyze
various
factors
of
each
page
–
these
factors
help
determine
where
the
page
will
be
positioned
when
people
type
in
various
keywords.
One
heavy
hitting
factor
is
the
number
of
links
pointing
to
the
site
from
other
sites.
Lots
of
links
from
lots
of
quality
sites
implies
that
the
site
on
the
other
end
of
that
link
(your
site)
has
some
valuable
information.
And
better
than
just
a
LINK
is
to
give
the
search
engines
some
information
about
what
type
of
content
is
on
the
other
end
of
that
link.
When
a
link
is
EMBEDDED
within
a
keyword,
this
gives
the
search
engines
a
darn
good
clue
about
what
is
on
the
other
end
of
that
link.
Case
in
point:
Which
link
gives
YOU
a
better
idea
about
the
type
content
you’ll
@ind
on
the
other
end
of
this
link:
Example
#1
http://www.polyvore.com/pairs_slant_black_blue_feathers/thing?
id=7446018
Example
#2
False
feathered
eyelashes

5. Bare-­Bones
Logic
Breakdown:
“You might be
surprised at • Search
engines
need
to
provide
their
customers
(people
who
how many search
for
things)
with
content
that
is
RELEVANT
to
their
search
term
and
USEFUL.
people want
their site or • There
are
billions
of
web
pages
full
of
content
on
the
World
their press Wide
Web.
release to rank • Search
engines
don’t
hire
human
beings
to
pass
value
for a certain judgment
on
every
single
webpage
out
there
–
and
even
if
a
keyword single
person
did
judge
every
page,
that
wouldn’t
be
objective
term... but that judgment.
term never • They
need
some
real
and
automated
way
to
determine
actually whether
or
not
a
page
of
content
is
RELEVANT
and
USEFUL
to
appears on other
people.
their page.”
• One
of
the
primary
ways
that
a
search
engine
“decides”
if
a
page
is
VALUABLE
is
if
there
are
links
pointing
TO
the
site
FROM
other
sites.
This
is
viewed
kind
of
like
a
“vote”
for
the
site
because
some
other
person
(webmaster,
publisher,
blogger,)
has
made
a
human
judgment
and
decided
the
site
was
worthy
of
linking
to.
• One
of
the
primary
ways
that
a
search
engine
“decides”
whether
or
not
a
page
is
RELEVANT
to
the
search
term
is
by
assessing
if
that
search
term
is
a
dominant
term
that
exists
in
critical
parts
of
the
page
(this
is
explained
in
Results
Factor
#1)
AND
if
there
are
LINKS
POINTING
TO
THE
PAGE
EMBEDDED
WITHIN
THAT
RELEVANT
TERM.
Step-­By-­Step:
How
To
Achieve
This
Result
1. Make
a
list
of
the
keywords
that
each
page
of
your
website
is
optimized
for
with
the
link
to
that
page
next
to
it.
This
will
be
something
you’ll
want
to
keep
around
for
ALL
of
your
content
marketing
link
building
efforts.
2. Choose
3
of
these
keywords
to
use
within
the
body
of
your
press
release.
3. Apply
the
anchor
text
link
within
the
editor
of
the
press
release
distribution
site
that
you’re
using
(every
press
release
distribution
site
has
a
different
process
for
embedding
links).

6. Below
is
an
image
showing
how
to
do
this
in
an
“If there is a OnlinePRMedia.com
press
release:
specific
person or
company in
mind that you
want to notice
your press
release, you
can have a
link to your
press release
delivered
STRAIGHT TO
THEIR INBOX
by choosing
your words Result
Factor
#3:
correctly...” Get
On
The
Radar
Of
Speci7ic
Key
Individuals
Or
Companies
Through
Google
Alerts
What
this
means:
Have
a
link
to
your
press
release
delivered
directly
into
the
inbox
of
someone
who
is
monitoring
Google
Alerts.
Google
Alerts
is
like
the
modern
day
“clipping
service,”
or
media
monitoring
service
–
only
in
nearly
REAL
TIME.
You
can
create
a
Google
Alert
for
a
keyword
phrase
(such
as
your
company
name,
your
name,
competitor’s
names,
buzz
words,
etc),
and
Google
will
send
an
email
with
a
link
to
the
content
with
the
keyword
mention.
When
setting
up
Google
Alerts,
you
can
choose
to
be
emailed
as
soon
as
the
content
is
discovered,
once
a
day,
or
once
a
week.
People
and
businesses
rely
on
Google
Alerts
and
similar
services
to
monitor
what
is
being
said
about
their
brand,
and
sometimes
about
their
competitors,
and
hot
topics
in
their
niche.
Not
every
person
or
every
company
uses
Google
Alerts,
however
many
savvy
professionals
and
businesses
do.
Therefore,
if
you
know
WHO
you
want
to
get
in
front
of
(a
big
in*luencer
in
your
industry,
a
company
that
you
want
to
form
a

7. strategic
relationship
with,
etc),
you
can
have
a
link
to
your
press
“Many release
delivered
STRAIGHT
TO
THEIR
INBOX
if
you
choose
your
companies words
correctly
and
if
they
are
using
Google
Alerts
or
some
other
and tool
to
track
mentions.
Most
are
monitoring
their
name
or
brand
name,
so
to
increase
your
odds,
choose
an
in*luencer’s
name
or
a
influencers company
name.
have given
tools like When
the
alert
is
delivered,
the
recipient
receives
an
email
with:
• The
title
of
the
page
on
which
the
mention
appears
(i.e.,
the
Google Alerts
title
of
the
press
release).
express
permission to • A
small
snippet
of
the
text
AROUND
the
keyword
they
are
email them tracking
with
the
keyword
highlighted
in
bold.
when content • A
link
to
read
the
full
content.
with a
keyword of
interest is
published”
Bare-­Bones
Logic
Breakdown:
• Many
companies
and
in*luencers
have
given
tools
like
Google
Alerts
express
permission
to
email
them
when
content
with
a
keyword
of
interest
is
published
• You
want
to
get
you
content
in
front
of
these
in*luencers
• If
you
include
a
keyword
phrase
in
a
press
release
that
someone
has
a
Google
Alert
set
up
for,
then
a
link
to
your
press
release
will
be
delivered
right
into
their
inbox.
Step-­By-­Step:
How
To
Achieve
This
Result
• Decide
which
person
or
company
you
would
like
to
catch
wind
of
your
press
release.
• Include
this
name
in
the
body
of
your
press
release
–
ideally
within
a
catchy
sentence.

8. • Ensure
that
the
title
of
your
press
release
has
relevance
to
the
“When a person
for
which
you
are
hoping
to
capture
their
attention.
potential client
is considering Result
Factor
#4:
working with Drive
Up
The
Positive
Online
Presence
And
you, many will Credibility
of
Your
Company
do their due
What
this
means:
diligence to When
people
search
for
your
company
or
your
name,
they
*ind
lots
get a feel for of
positive
information
about
you
your
reputation and Most
of
the
time,
new
potential
customers
searching
for
solutions
aren’t
going
to
be
searching
FOR
your
company
name
–
because
they
credibility by don’t
know
who
you
are
yet.
However,
once
they’ve
found
you
and
Googleing are
considering
working
with
you,
many
will
do
their
due
diligence
your company to
get
a
feel
for
your
reputation
and
credibility.
name... what
• If
they
*ind
nothing
other
than
your
website,
this
implies
that
will they that
you’re
not
all
that
established.
find?”
• If
they
*ind
negative
things,
this
plants
a
seed
of
doubt.
• If
they
*ind
lots
of
neutral
things
(such
as
business
listings)
this
implies
that
you’re
established
and
that
you
aren’t
engaged
in
any
foul
play,
but
that
you’re
not
really
doing
anything
above
and
beyond
either.
• If
they
*ind
a
lot
of
positive
and
exciting
things,
this
implies
that
you’re
a
solid
company,
a
thought
leader,
and
a
dominant
force
in
your
industry.
You
can’t
control
what
people
write
about
you
–
but
that
doesn’t
mean
that
you’re
online
reputation
is
completely
out
of
your
control.
You
have
the
ability
to
publish
content
about
your
company
that
people
can
*ind
when
they
search
for
your
company
name.
Press
releases
are
one
of
the
best
ways
to
do
this,
because
press
releases
are
one
of
the
ONLY
types
of
authority
site
content
that
allows
you
to
speci7ically
talk
about
yourself
throughout
the
content.
That’s
the
nature
of
the
press
release.
Therefore,
its
very
easy
to
optimize
a
press
release
for
your
company
name
because
it
is
absolutely
appropriate,
if
not
common,
to
include
your
company
name
in
the
title
of
the
press
release
(and
we’ve
already
talked
about

9. how
the
title
is
one
the
most
in@luential
parts
of
the
page
in
terms
of
“You can’t search
engine
ranking).
control what
people write Imagine
a
potential
client
is
doing
their
due
diligence
on
your
company
and
on
one
of
your
competitors.
When
they
type
your
about you – company
name
into
the
search
engine,
they
*ind
your
website
and
a
but that few
directory
listings.
When
they
type
your
competitor’s
name
in,
doesn’t mean they
*ind
their
website,
a
bunch
of
press
releases
announcing
that you’re exciting
things
happening
within
the
company,
some
blog
posts
that
mention
the
company,
a
how-­‐to
type
slideshow,
and
a
YouTube
online video.
Which
company
do
you
think
that
potential
customer
will
feel
is
reputation is the
dominant
leader
in
your
niche?
completely out
of your Bare-­Bones
Logic
Breakdown:
control” • Many
potential
customers
will
search
your
company
name
to
decide
whether
they
want
to
do
business
with
you.
• If
they
*ind
lots
of
positive
results
that
prove
you
are
a
leading
force
in
your
niche,
they
feel
more
con*ident
about
working
with
you.
• If
they
*ind
little,
nothing,
or
negative
sentiment,
they
doubt
your
ability
to
deliver.
• Publishing
press
releases
is
a
fast,
cost
effective,
powerful
way
to
quickly
build
up
the
positive
sentiment
about
your
company
and
to
prove
that
you’re
a
thought
leader
in
your
industry.
Step-­By-­Step:
How
To
Achieve
This
Result
• Include
your
company
name
in
the
title
of
your
press
release,
preferably
at
the
beginning
of
the
title
• Include
your
company
name
in
the
summary
of
your
press
release
• Include
your
company
name
in
the
body
of
your
press
release
and
then
create
anchor
text
links
IN
your
company
name
that
point
TO
other
pro*ile
sites,
review
sites,
press
releases
or
other
pieces
of
positive
content
(we
covered
the
logic
of
anchor
text
backlinks
earlier
–
the
same
logic
applies
here).

10. “Creating a Result
Factor
#5:
powerful Evoke
ACTION
from
Your
Target
press release Audience
that compels What
this
means:
people to take Create
a
press
release
in
such
a
way
that
when
you
target
audience
action is (customer,
potential
joint
venture
partner,
reporter,
in*luential
MORE than blogger)
*inds
it,
they
are
compelled
to
take
action.
just a great Creating
a
powerful
press
release
that
compels
people
to
take
action
headline and is
MORE
than
just
a
great
headline
and
great
content.
A
great
great content” headline
gets
them
there.
Great
content
keeps
them
reading.
But
what
you
really
want
them
to
do
is
TAKE
ACTION.
That
“action”
is
up
to
you.
Of
course
the
end
goal
ACTION
is
that
you
want
them
to
“buy,”
but
be
frank
with
yourself.
Many
people
are
not
ready
to
BUY
right
this
second
–
and
if
that’s
the
only
action
you’re
trying
to
get
people
to
take,
then
you
could
be
severely
missing
out
on
opportunities
to
build
relationships
with
customers
through
mailing
lists
or
to
be
a
quotable
source
for
the
media
or
bloggers.
Some
types
of
actions
you
might
want
people
to
take
immediately
after
reading
your
press
release
are:
• Download
a
free
e-­‐book/whitepaper/special
report
from
your
site
in
order
to
build
your
mailing
list
• Check
out
a
new
product
• Watch
a
video
• Subscribe
to
your
Facebook
page/Twitter
feed/blog
• Call
a
number
for
additional
recorded
information
• Have
them
visit
your
online
pressroom
where
you
showcase
your
credentials
as
a
valuable,
quotable,
source.
• Take
a
survey
• Enter
a
contest
HOW
you
accomplish
this
is
very
much
dependent
on
WHERE
you
submit
your
press
release.
If
the
press
release
is
just
a
big
blob
of
black
and
white
text
with
no
intuitive
ways
for
people
to
take
action,
then
chances
are
people
won’t
even
read
it
let
alone
take
action.
However,
if
you’re
submitting
to
a
site
like
www.onlineprnews.com
with
lots
of
multimedia
capabilities,
it
is
in
your
best
interest
to
use
these
for
the
purpose
of
increasing
conversions.

11. Bare-­Bones
Logic
Breakdown:
“If you want
people to take • You
spend
time
and
money
writing
and
submitting
a
press
a specific release
because
it’s
part
of
your
marketing
efforts.
ACTION after • Every
piece
of
marketing
content
MUST
include
a
call
to
action
reading your or
encourage
the
target
audience
to
take
action
in
some
way….
press release, Because
that’s
the
point.
you must
Step-­By-­Step:
How
To
Achieve
This
Result
make it very
easy for them • DECIDE
what
action
you
want
people
to
take
after
they
read
to do so” your
press
release
(CRITICAL)
• Ensure
that
people
are
able
to
take
this
action
(for
example,
if
you
want
them
to
download
an
e-­‐book,
is
the
e-­‐book
available
on
some
webpage
with
a
contact
form?)
• USE
THE
EXACT
page
where
the
reader
can
take
action
in
the
iFrame
that
exists
below
the
press
release.
(If
you’re
announcing
a
new
product,
link
to
the
product
page
where
they
can
TAKE
ACTION
and
buy
it)
• Embed
a
video
or
slideshow
in
the
press
release
that
further
drives
home
the
bene*its
of
taking
the
desired
action
(for
example,
if
you
want
them
to
download
a
special
report,
create
a
video
or
slideshow
that
talks
about
the
meaty
content
in
the
special
report
and
exactly
how
having
this
information
will
bene*it
the
reader).
• Include
high
quality
interesting
photos
in
your
press
that
GRAB
attention.
Like
it
or
not,
humans
are
visual
creatures
and
gravitate
toward
things
that
are
attractive.
If
the
PR
is
a
big
uninteresting
blog
of
text,
you
likely
won’t
get
a
chance
to
entice
them
to
take
action
because
they’ve
already
left.
• Clearly
state
in
the
press
release
exactly
what
action
you
want
readers
to
take
who
want
more
information
or
who
want
to
participate
in
the
offer
you
are
announcing.
You’re
Ready
To
Rock!
By
making
use
of
these
5
essential
elements
of
a
results-­‐driven
press
release,
you’ll
be
light
years
ahead
of
99.7%
of
every
company
and
competitor
out
there.

12. “Congrats for For
one
thing,
many
businesses
don’t
even
think
they
have
a
reason
to
learning how write
a
press
release
–
but
that’s
ridiculous!
No
doubt
you’re
doing
to set yourself many
interesting
things
in
your
business
that
are
press
release
worthy,
and
if
you
don’t
tell
the
world
about
them,
did
it
really
apart from the happen?
If
a
tree
falls
in
the
woods,
and
no
one
hears
it…
did
it
make
crowd when it a
noise?
Press
releases
allow
you
to
make
noise
about
all
the
comes in interesting
things
you’re
doing
in
your
business
–
because
people
press release like
interesting
people
and
businesses.
And
you
know
that
or
you
wouldn’t
be
reading
this
right
now.
marketing!
Now it’s time Among
those
that
are
writing
a
press
release,
the
majority
are
not
to take making
use
of
these
5
essential
elements
–
and
that
gives
you
a
action!” major
advantage.
Congratulations
for
learning
how
to
set
yourself
apart
from
the
crowd
when
it
comes
in
press
release
marketing!
Now
it’s
time
to
take
action
and
submit
a
press
release!
Wishing
you
the
very
best
in
all
of
your
ventures!
Christine,
Tara,
and
the
Online
PR
Media
Editorial
Team
Additional Resources:
10 Powerful Press Release News Angles - Great if youʼre short on ideas!
3 Ways to Get Massive Coverage & Link Value From Your Press Releases
Learn more about Authority Sites and how to leverage them for ranking
Big list of sites to post a business or personal profile to improve search visibility
The Busy Personʼs Content Marketing Plan -- Get lots of visibility with little time
Your competitors will be baffled by why YOU seem to be
mentioned everywhere they look...
Download this free ebook
now to learn exactly how to
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