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Press Release Writing Best Practices
Publishing and distributing a press release on a regular basis should be a component of any business marketing strategy. Press releases not only help boost your brand awareness online, but also provide an SEO benefit.
Business brands have the opportunity to rank on the first page of search engines as a news article, and when the press release is picked up by news agencies that inherently have high rankings, the press release helps brands monopolize the first page of search results.
Great topics for Press Releases include:
- Announcements of new products, services, or offers
- Customer feedback and quotes
- Benefits received from your brand’s products or services
- The solution your brand product or service provides to a customer problem
- A brand update such as a new hire, new web design, new partnership, etc.
- Brand research and survey results
- Trends connected to your brand’s products or services
- Special events your brand is involved with such as conferences, trade shows, etc.
- Celebrating a business milestone
Questions that might trigger a great topic/idea for a Press Release:
- What does your brand do that’s truly innovative?
- Has your brand or any of its employees been recognized with a major award?
- Is a brand representative scheduled to speak at a conference?
- Has one of your employees recently published a book or whitepaper?
- Can any of your products or services be described as “new” or “improved”?
- Have you hired new people in key positions?
- Is your brand about to add a new product or service to its offerings?
- Are there social issues making headlines that can be tied in positively to what your brand does?
- Are there interesting industry trends that your customers could benefit from learning about?
- Has your brand conducted a market or industry survey that revealed interesting information?
The Most 2 Important Press Release Requirements
1. Timely News
Your press release topic must have a timely newsworthy angle, and not be purely informational like a blog post. Many informational topics can be transformed into a newsworthy angle by altering the phrasing and context.
For example the title “Brand X Provides Payroll Management Services for SMBs” is purely informational, but the focus can be shifted to an angle that is newsworthy such as “Brand X Offers SMBs A New Payroll Management Solution For Problem XYZ”
2. Be Objective
Your press releases must be written in an objective tone. Write in the 3rd person like a journalist would write about your brand. Do not use any direct address (such as ‘you,’ ‘I’ or ‘we’), advertisement hyperbola, or sales-like content should be included (instead of “get your first month free” state “Brand X is offering new clients one month at no cost to test services”)
– must include the Brand Name and newsworthy angle (eg: Brand X Now Offers SMBs an Affordable Solution For Payroll Management).
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Your Press Release Writing Checklist
Press Release Title
- include the news source (i.e. name the brand or business issuing the news)
- include the newsworthy angle
- be unique, concise and capture the reader’s attention
- 100 characters or less
- Example: Brand X Now Offers SMBs an Affordable Solution For Payroll Management
Press Release Summary
- expand on the title or headline
- provide a concise summary of the news
- 1-2 sentences
- Example: Brand X launches XYZ services to help small, medium and large businesses manage their payroll more efficiently and save time. XYZ is a cloud-based business solution that is easy to implement, secure and affordable.
Press Release Body Writing Tips
- write in the 3rd person like a journalist or reporter would write about your brand
- include the brand name and newsworthy angle in the first 2 sentences
- avoid sales content and hype
- use short paragraphs
- avoid hyperbola, and unnecessary verbiage, be concise and succinct
- add relevant quotes to emphasise important points
- links – include 1 hyperlink per 100 words, choose linking text wisely
- keep the length to 300-500 words
Extra Press Release Writing Tips
- 1 brand video can be included with the press release, it must be available on YouTube
- 1 image can be included in the press release (we recommend the Brand Logo), and unlimited attachments are also available. The attachments may or may not be picked up by online networks, it really depends on the format in which they display the releases they pickup.
- Contact information is required to distribute the press release, this includes: Business Name, Business Location, PR Contact Name, PR Contact Phone, and PR Contact Email.
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Toronto's construction market is fiercely competitive. To stay ahead, you must keep up with the latest digital trends. One of the biggest game-changers recently is Google's AI Overviews. This new feature uses artificial intelligence to give people quick summaries of what they're searching for, which means they might need help to even click on individual results. So, how does this affect your construction business? It means you have to work even harder to stand out in search results. At Green Lotus, we help construction businesses like yours adapt to these changes and ensure you're still getting noticed by potential clients. We focus on making your website and content the best it can be, so even with AI in the mix, you come out on top. Deconstructing AI Overviews: How They Impact Your Construction Business AI Overviews represent Google's attempt to deliver quick and comprehensive answers to user queries directly on the search results page. This means that your online presence needs to be optimized not only for traditional SEO factors but also for these AI-powered summaries. Consider it a competition to become the "featured snippet" for various construction-related searches. If your business consistently provides the most relevant and authoritative information, you'll be well-positioned to capture valuable leads and drive business growth. Check our digital marketing services contractors, construction companies & SEO services home builders Content is King, Context is Queen, and Quality is the Kingdom: In-depth Content: Go beyond basic service descriptions. Toronto residents commonly encounter roofing difficulties, such as leaks and damaged shingles. To acquire confidence and demonstrate your competence, provide high-quality content that addresses these challenges and even more. A guide like "Navigating Your Roofing Options in Toronto" may appeal to your target audience. Alternatively, provide practical advice in an article such as "Top 5 Roofing Problems in Toronto and How to Prevent Them". Focusing on your audience's requirements allows you actually to connect with them. Keyword Optimization: Integrate relevant keywords naturally throughout your content. Use long-tail keywords that show the specific services you offer and the areas you serve. For example, if you provide "custom home building in North York," incorporate this phrase and related variations throughout your website and content. Schema Markup: Schema markup is like a translator between your website and Google's AI. It helps the algorithms understand the context of your content, making it more likely to be included in AI Overviews. Ensure your website uses schema markup to identify your services, location, customer reviews, and other essential information. Elevate Your Google Business Profile: Comprehensive and Accurate Information: Consider your Google Business Profile your digital storefront. It is frequently the first impression a potential consumer receives, so keeping it correct and current is essential. This includes ensuring that your company's name, address, and phone number are accurate. But don't stop there! Include your website, service areas, business hours, and any extra services you offer. A rich and accurate profile enables customers to easily find you and understand what your firm is all about. Visual Storytelling: A picture is worth a thousand words, and high-quality photos and videos can make all the difference in the world of online search. Showcase your completed projects, highlight your team's expertise, and give potential customers a visual tour of your capabilities. Customer Reviews as Social Proof: Encourage satisfied customers to leave detailed and positive reviews on your Google Business Profile. Positive reviews improve your local SEO and enhance your credibility and trustworthiness in AI Overviews. Consider implementing a system for collecting customer feedback and testimonials. Building a Robust Online Presence: Local Citations for Authority: Consider local citations virtual "votes of confidence" for your business. Ensure your business information is consistently listed across relevant online directories and platforms, including industry-specific directories, local business associations, and general online directories. Backlinks as Trust Signals: Boost your website's authority with high-quality backlinks. Think of backlinks as a much-needed vote of confidence from other websites. When reputable sites in the construction industry, such as suppliers, associations, or even local news outlets, link to yours, it signals to Google that your content is valuable. This increases your website's trustworthiness and improves its search ranking. Backlink development is essential for enhancing your website's search engine rankings. These "endorsements" indicate to Google that your content is trustworthy and deserving of promotion in search results. The better your website ranks, the easier it will be for potential clients to locate you. Social Media Engagement: Maintain an active and engaging presence on social media platforms relevant to your business. Share valuable content, engage with your followers, and join industry-related discussions. Social media signals fluctuate but might indirectly affect your SEO and increase your online presence. Harnessing the Power of AI and Automation: AI-Powered Tools for Efficiency: Digital marketing is evolving rapidly, and small businesses must stay ahead. AI-powered tools can help you streamline your efforts and uncover new opportunities. From content creation to social media management, AI offers valuable solutions. You can gain a competitive edge in your market by embracing these technologies. Sales Automation for Lead Nurturing: Use sales automation solutions to improve lead generation and customer relationship management procedures. This can help you generate more leads, build stronger relationships, and convert prospects into paying clients. Real-World Applications for Construction Businesses: Consider a Toronto-based construction company specializing in historic building restoration. By creating in-depth content on topics like "heritage home preservation techniques" or "restoring Victorian architecture in Ontario" and optimizing their Google Business Profile with relevant keywords, images, and customer reviews, they can increase their chances of being featured in AI Overviews for related searches.
