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/

1. Press Release Crusher
How to get the media to fall in love with you

2. Press Release
It’s all about building your reputation.
It establishes your credibility and
generates awareness even outsides
your circle.
It’s crucial to
differentiating
yourself from
the competition.

3. TYPES OF TESTIMONIALS
Customer
Testimonials
Celebrity
Endorsements
Experts

4. The Ultimate Testimonial:
When media or any organisation covers you.

5. 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.

6. PRESS RELEASE HOOKS
All they want is
a good story.

7. “How do I find this hook?”
Follow the general media
Use Google Alerts
Keep an eye on Yahoo Answers
Determine your most popular blog posts
Survey your customers

8. 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.

9. OFFLINE PR
Geared towards:
Generating publicity with print,
radio, TV, conferences, and other
events held at real-life venues.
Example: MCG
Press Release
People want to know how the
young man from Melbourne
sold the MCG for $24.95.

10. Tactics:
Magazine
Newspaper
Radio
What worked for selling the MCG
Write press releases, speak at conferences,
run contests, and contribute articles.

11. REPORTER ATTENTION
Reporters are always on the lookout
for good story ideas.

12. “How do I
get their
attention?”
Tools:
Know the focus of your target publication.
Get to know their players.
Have several story angles.
HARO (Help a Reporter Out)
An online service for journalists who wish
to obtain valuable information for the
stories they’re covering.
SourceBottle
An online service that connects journalists
with valuable sources.
Become a reporter’s friend.

13. 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.

14. Tactics:
Create videos that
can go viral.

15. 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.

16. 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:
Title
Summary
Body
About the
Company
Contact

17. Always go for a definite style,
flavor, & premise.
Find your angle. Make sure you
have something newsworthy to
announce.
Always get to the point.
Explain your announcement in
a clear manner.
Go for catchy headlines.
There’s no strict rule with
regard to having a headline in
“corporate-speak.”
Include quotes. You’re basically
providing journalists good quotes to
use.
Announce with your hook.

18. 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 not
about
you.
For tutorials, visit:
www.youtube.com/theSEOmethod

19. ACTION PLAN
Start watching Haro +
SourceBottle
Start watching your
market news.
Test out online PR
Need more help?
www.melbourneSEOservices.com

20. Keen to learn more about crafting
an excellent press release?
Visit:
www.melbourneSEOservices.com