How To Optimise Your Press Release

Optimising your press release is the same as On Page optimisation, except on a slightly different scale.

So, when we chatted in our series on how to drive traffic to your site with digital marketing about focusing on your primary keywords in the first few paragraphs on your page, you would do the same for your press release.

Firstly ... what on earth is a Press Release?

How to optimise your press release so you can generate free publicity for your start up business 


What Is A Press Release?

A press release is a notice or story sent to the media with the aim of attracting their interest and gaining valuable editorial space in their publication. A press release can be sent directly to your chosen media contact or through a newswire or PR Planning service. Your press release should be well-written before you submit it to the media.

Optimise Your Press Release

Through this, our other business, Remote Employment, managed to get loads of back links to our site and build both traffic and awareness through our PR campaigns. The awareness came from the media attention we were grabbing and lots of different publications up and down the country covering our stories. By optimising our releases, this doubled the impact of the publicity by driving traffic back to our site.


Key Point 1

Use your best keywords in the first paragraph and hyperlink that keyword with the most relevant page on your site. Remember ‘relevant’ and ‘specific’ as the optimal focus. The landing page link must be related to the keyword you are using as well as the context of the paragraph in the release.

Key Point 2

Don’t overdo the links and get ‘link-happy’. If you send it out through a newswire service it may not be picked up if it has too many keywords links as Google will think you are spamming.

Key Point 3

Over the course of the digital marketing series, we have explored several ways to get into your visitors’ shoes and once again we hop into their boots to find out about what they want from you and discover what their problems could be, so you can tailor your press release to deliver the solution. Include the terminology that they would use.

Think, speak and write like your visitors. All too often, PR people get fancy and show off their industry knowledge only to find out that their audience has no idea what they are talking about.

How To Write A Successful News Release

With more than 10 years of experience in the online news and press release distribution industry, PRWeb believe they have a unique understanding of how to write a news or press release so it achieves success online.

Their downloadable tips to help you write a professional, concise and powerful news release include proofreading and writing professionally with concise words and a strong active voice. They also advice starting strong with a first paragraph that claries your news, stick to the facts without using industry jargon and don't be afraid to toot your own horn.

Press Release Top Tips

Check these tips and make sure you read all of our articles on Business Publicity!

  • Always have an angle.
  • Journalists want stories which sound good or look great in pictures.
  • They don't want dull press releases which simply say how fantastic you are.
  • Get to the point quickly and leave email and phone details.
  • Don't bombard them. If you badger them then you'll go on their blacklist.
  • Ensure that the journalist you contact actually writes about your area too.
  • Journalists are human beings. Their job is often stressful and dull. Cheer them up, make them laugh or give them something interesting and they are yours for life!


Have a look at this link which clearly gives details about how a press release should be laid out:

Timings and Deadlines

Publications have different deadlines so remember to check this out when planning your campaigns. Here’s a guideline on submission deadlines.

1. Magazines

Generally they work a few months in advance so in the middle of the year or just after, an editor will be hunting for Christmas stories and features. They are planned far in advance, researched and written up, ready to go to press at least a couple of months before publication. For example, aim to send out Valentine releases between October and early December. A general rule of thumb – the thicker and glossier the magazine, the longer the lead time.

2. Newspapers

a) Locals, Regionals and Weekly
Depending on the frequency of the publication, their deadlines may vary. For instance, a local weekly newspaper’s deadline may be at the beginning of the week for a Thursday or Friday publication day, but they may also have inserts which will require an earlier deadline.
b) Nationals
Most national newspapers are daily and therefore news is far more instant. They do also work with various inserts and as a result they will be working to several deadlines each week and even each day. A quick call will sort out the exact deadline for the publication you are targeting.

3. Broadcast

TV and radio move extremely quickly when receiving a press release of interest, so you may be invited in for a guest spot at the drop of a hat. Be ready!

Be PR Ready

PR is an innovative way to promote your business. When you browse through our series on marketing and PR, you will see that PR is all about creating goodwill for a person or business and maintaining that public image, you need to keep the lid on your reputation by tracking and monitoring what people are saying about you online.

By setting up a PR Strategy from the outset, your PR campaigns should compliment all the other digital marketing initiatives you will learn about in our Business Advice and help you gain free publicity for your product offering. Your job as publicist for your site is to keep coming up with new and innovative publicity campaigns for your product or service.

Following the hoard of PR tips we are always writing about is bound to get you noticed in your local and regional media.

And find out how you can get free publicity for your business!

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