Product Press Releases: 10 Rules for Getting Widespread Exposure and the Best SEO
1. Write Clearly and Concisely. Be aware of “engineering speak” and don’t write at too high a technical level because the personnel at publications and websites who actually critique and select news for publication do not always have technical degrees. This does not imply that journalists are not competent, it points out that engineers should be sensitive to their audience and respectful of their requirements for clarity and brevity. Always include a human editorial contact as a service to editors should they need more information. This also allows you to establish a relationship with those editors.
2. Adopt a Giving Mindset. Remember the key to creating a successful product release is to prepare your materials from the perspective that you are trying to serve the media by contributing content. That is why “problem-solving” approaches work extremely well. Yes, the result will be “free” publicity. However, don’t take the approach that you want something for nothing. Truly adopt the mindset of a giver, not a taker, and you will get much better results with editors. Think about it, nobody wants to be taken advantage of.
3. Be a Romantic and KISS. For the uninitiated, KISS means “Keep it Simple Stupid.” Designing a product requires limits and a clear sense of space constraints. A news release is similar. You must restrict your presentation to about 200 words. Further, remember that a product release is about a product: what it is, what it does, how it does it, where you get it, and what it costs. It is not appropriate to include quotations from the president or another person in a product release. Product application stories, however, are different because the benefits from the use of your product are often qualified by a statement from the actual customer.
4. Substantiate Performance Claims. Don’t write a glorified advertisement and call it a “news release.” If you make a claim such as high tolerance, then provide a number. If your product is compact, then provide the dimensions. If your product operates over a high temperature range, then provide the range. Get the point? Quantify wherever possible. Your message will have a greater likelihood to be received as “credible” news by an editor if you quantify your claims or substantiate them via their ability to meet the specifications of an independent organization such as the FDA, ASTM, or Military.
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(C) 2011 Steven M. Stroum