PR Do’s & Don’ts

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Learn how to write press releases and maintain a positive online presence

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Dan Toy – PR Writer & Editor

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What’s on the Agenda?

• What is PR?• How can press releases help your business?• How to write a press release• Understanding the need for reputation management• Expanding your online presence• Q&A with Dan Toy

What is PR?

What is PR?

In addition to being Pretty Rad, PR stands for public relations, and it’s the practice of promoting your company on and off the web while monitoring and reacting to external buzz as it emerges.

What PR can DO for you:

• Share news, special deals, promotions• Score press coverage• Boost Search Engine Optimization (SEO)• Improve online reputation• Absorb consumer/client feedback• Stay competitive

Writing a Press Release

The PR Cheeseburger

INTRODUCTION

KEYWORDS

BODY PARAGRAPHS

ANCHOR LINKS

CONCLUSION

* Made with 100% organic keywords

Headlines: Make it Snappy!

DO: Grab the reader’s attention.

• A good headline should summarize the press release and catch someone’s eye.

DON’T: Make it too long.

• No one likes a run-on sentence, and a run-on headline will lose the reader before they even get started.

DO: Choose exciting words.

• Words like NEW and LIMITED TIME and AFFORDABLE will entice customers to read on.

DON’T: Use improper grammar.

• There’s nothing in the world more frustrating than the improper use of “their,” “there,” and “they’re.” Grammar errors look unprofessional and sloppy.

Take Note

DON’T: Write this headline.

DO: Write something more like this headline.

Oceanic Airlines Highlights Limited-Time Discounts on International Flights

A Proper Introduction

DO: Describe your company.

• The first thing a customer should see is the name of your business, what you do, and a link to your website.

DON’T: Include too much information.

• The introduction is a good place to quickly summarize what the press release will be about without an abundance of tidbits.

Beefing It Up

The body paragraphs of your press release should include details about your company’s products, promotions, and services.

DO: Use keywords.

• If your press release is around 500 to 550 words in length, you can get away with using approximately one keyword per paragraph.

• Great for Search Engine Optimization, or SEO, purposes.

DON’T: Spend too long on one subject.

• Six- to seven-sentence paragraphs will help maintain a steady flow and keep your PR from becoming too dense.

Link Me

The concluding paragraph should leave the individual with additional places to find your company.

DO: Go out strong.

• Link to your company’s website and social media profiles.

DON’T: Re-summarize everything.

• Repeating what you stated earlier will only frustrate potential customers.

Putting the “Release” in “Press Release”

After your press release has been finalized, it needs to be distributed. Here are a few great websites that let you distribute PRs for free:

• PR Log (http://www.prlog.org/)

• Free Press Release (http://www.free-press-release.com/)

• PR.com (http://www.pr.com/)

• 24-7 Press Release (http://www.24-7pressrelease.com/)

• PR Inside (http://www.pr-inside.com/)

Reputation Management

Bad Reputation

Unlike Joan Jett, you should give a dang about your reputation, and here’s why: You can gain more customers, reach more people, and procure more sales.

DO: Maintain multiple social media profiles.

• Being active online and interacting with clients will reflect well on your business while drawing more people to your website.

DON’T: Get in trouble.

• Negative content will overshadow the positive.

#SocialMedia

DO: Reply and retweet on Twitter.

DON’T: Ignore negative reviews or feedback.

Express Yourself

DO: Upload videos, images, presentations, and more.

DON’T: Post spam.

Always Be Googling!

Final Thoughts

PR You Ready?

• Press releases help promote news and boost SEO• Follow the guidelines for best results• Manage your online reputation• Interaction is key

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