In this issue we look at Search Engine Optimisation (SEO), getting that perfect press release you’ve written to the right people and how you can improve your business image.

• Editor's Desk
• Bite 1
• Bite 2
• Bite 3
• Working Web
• Last Word

Putting Together The Perfect Press Release

-Part II

Electronic Press Releases
As mentioned last month, it is also possible to send out press releases by email. This approach has both advantages and drawbacks, as set out below:

Pros

• Saves a lot on printing and (especially) postage costs
• Same day delivery
• Much less time-consuming than organising a postal mailing

Cons

• Electronic press releases are easily ignored
• They may be filtered out by anti-spam software
• Many newspapers and magazines dislike them

Electronic press releases are written in a similar style to conventional ones, though they tend to be a bit shorter (normally under 400 words). They are usually submitted in the body of an email rather than as attachments. There are a number of reasons for this. One is that magazines and newspapers use a variety of software, and they may be unable to open attachments created in some programs. In addition, emails with attachments are more likely to be intercepted by spam filters. Publishers may also decline to open attachments in case they are infected with viruses. And finally, opening an attachment takes up more of a journalist's time than simply scanning a few lines of text in an email.

Many press releases are still sent by fax or conventional mail, with the latter especially likely to be used if photographs are to be included. Electronic distribution is becoming more widely accepted, however, and we expect this trend to accelerate in the years ahead, as environmental concerns grow over the 'waste' of natural resources involved in sending printed materials by post.

Electronic press releases are further discussed in Module 6 'Writing for Online Markets'.

Press Release Distribution
In addition to writing the press release, your client may ask you to suggest suitable media to send it to. He may even ask if you will send out the release yourself.

If you are willing to do this – and of course you will add all costs to the fees you charge your client – it can boost your income substantially. Some writers have even gone on to set up their own small-scale 'PR agency' by offering this and related services to their clients. Of course, it is entirely up to you whether to go down this route or not, but in this section we will set out the basic principles of press release distribution, should you wish to offer this service to your clients.

The publications to which you should send any press release depend on the target publics you wish to reach. The main choices are as follows:

Trade press – These publications are generally receptive to press releases concerning their area of interest. Research has shown that 40% of buying decisions in large firms are based on information from trade and technical magazines – so if your client hopes to sell to such businesses, it is important to feed the trade press with regular press releases.

Consumer magazines – These are bought by members of the public rather than businesses. Again, they are generally receptive to press releases concerning their area of interest. A press release concerning a company's new range of fishing tackle, for example, would be well worth sending to angling magazines. This can be a good way of reaching consumers with an interest in a particular product or service. It may be most effective when combined with advertising in the magazine concerned.

Local press – Local newspapers are always keen to receive 'good news' stories concerning businesses in their area. Information concerning new appointments, awards, anniversaries, celebrations and export successes is well worth passing on. Local papers are read by most people in the area they cover, so sending them regular press releases can be good way of ensuring that, locally, your client's business remains in the public eye.

Regional press – As with local papers, regional newspapers and magazines are always interested to receive press releases about businesses in their area, but the news they contain needs to be a little more substantial. A major export order from Russia would stand a fair chance of inclusion, a move to new premises less so.

National press – These are likely to be a poor bet for stories concerning technical developments, new appointments, anniversaries, moves, and so on. On the other hand, if you have a good human interest story they may be worth trying. The tabloid press, in particular, often picks up on quirky stories about people and businesses doing unusual things.

Broadcast media – It may also be worth sending a press release to local, regional or national TV and radio companies. This applies especially if the release concerns an event which would come across well on TV or radio. Again, quirky human interest stories may have the best chance of success here. And, though it should hardly need saying, if you hope to attract the TV cameras, your story will need to feature something with visual appeal.

You can send press releases to the editor, or to the reporter who covers business matters for the publication. If you work regularly for a client you will soon become aware of the publications that cover their area of business, but if not there are several media guides and directories you can consult. Probably the best known among PR professionals is Benn's Media Directory (www.hollis-publishing.com). This is published annually in four volumes, covering the UK, Europe, North America and the rest of the world. In total, it lists 16,000 newspapers and over 35,000 business and consumer publications. Benn's also lists TV stations, radio stations, online media, and so on. It doesn't come cheap, though, with even a single volume (say the one covering the UK) costing over £200, and having to be renewed each year.

If you don't want to fork out for a copy of Benn's, you may be able to find a copy in the reference section of your local library. If you intend to offer press release distribution as a regular service, however, you will probably need to buy at least one volume yourself.

Neither you nor your client should expect to succeed every time you send out a press release – yours may be competing with hundreds of others – but when you do manage to get coverage the amount of interest it generates can more than justify the effort (and cost to your client) involved.