How To Write A Press Release Boilerplate and Press Release Distribution: Press Release Series 6

press releaseWe’re finishing up our press release series today by talking about the boilerplate, distribution sites, and some ideas for what you can write your press release about. If you missed any posts in this series, you can start back at the first post.

Boilerplate
The boilerplate comes after the body of the press release. It is a paragraph describing the business or individual that put out the press release. It should include:

  • Factual information about the company or person who is the subject of the press release.
  • Your keyword if you can make it fit.
  • Location and contact information for the company/website/etc. This should include contact info for the person who can be contacted about the press release.

Press Release Boilerplate Example:

About FatWallet: As the preferred online shopping resource for millions of smart consumers, FatWallet.com works closely with 1,500+ retailers like HP, Newegg, Walmart and Amazon to publish special offers, discounts, coupon codes and Cash Back rewards to its members. The much celebrated FatWallet forums represent the pulse of an evolving online marketplace where smart consumers gather to share and learn. FatWallet is owned by Performance Marketing Brands (PMB) who owns and operates the world’s most rewarding shopping programs. Through its family of distinct websites and reward programs, Ebates.com, FatWallet.com and AnyCoupons.com, PMB users can get a great deal and earn money back every time they shop. PMB shoppers are expected to spend over $2 billion through PMB’s websites and shopping programs. To learn more, visit http://www.performancemarketingbrands.com. (Source: FatWallet Provides Clear Path to Tax Savings with a One-Stop Resource for Software Deals and Smart Tax Tips in 2013)

That brings us to the end of the press release. To recap, we had:

  • The Headline (tells the news, catches the reader’s attention, has your keywords if possible, uses title capitalization).
  • The Subheading (summarizes your news in 2-3 sentences max, also contains the keyword if possible).
  • The Dateline (date, city, state – for online press releases, this is often done automatically).
  • The Body (3 sections – what the news is using the 5 W’s, why the news is important to the reader, additional info the reader needs to know).
  • The Boilerplate (gives information about the company/person, gives contact info, stick your keyword in if you can).

You Wrote Your Press Release; Now What?

Once your press release is written and proofread, you need to submit it. In theory, you have two choices: a paid service or a free service. You’ll find that free services are getting very hard to find, but there are still a few out there.

Paid services are significantly better than free services in terms of getting any exposure to your press release, in my experience. Unfortunately, most paid services want your first-born child (or maybe just their college tuition) in order to distribute your press release.

If you look around, however, you’ll find that there are a few reasonably priced options that give you decent distribution. I’ve included a range of high cost, much more reasonable cost, and free services in my list below.

Tip: always look at what kind of distribution they’re going to give you. Getting a link posted on their site is not nearly as useful as getting a link posted to Google News, for example.

PRWeb.com - probably the best-known press release distribution site. Fairly high cost ($159+ per press release when I wrote this post).

PRNewswire.com - another well-known press release distribution site. Also pretty high cost ($129+ when I wrote this post).

Webwire.com - the press release distribution site I use. Reasonable price ($24.95+ when I wrote this post).

i-Newswire.com - as of January, this distribution site had free press release distribution, although they didn’t seem to distribute it very far. Mostly it seemed to end up as a “related news” link on their other press releases. All I can find as of this posting is paid plans, although their rates look reasonable, starting at $47/month subscription for two press releases.

Free Press Release.com - These guys do still have a free option and a $1 option as well as higher priced options. Check out their pricing to chart to see what you’re getting with the free/$1 options. It isn’t much, but if you’re on a budget, it might help a little.

PRLog.com - Free, ad-supported options as well as paid options.

All This Is Great, But What Do I Write My Press Release About?

photo by David Castillo Dominici/FreeDigitalPhotos.netThe more interesting or relevant your press release is, the more likely it is to be picked up from the distribution site and posted on journalists’ news sites, blogs and other websites.

One strategy that works well is to connect your news to a current news story. The economy, for example, is never out of the news these days. If your site or product is geared at getting out of debt, you can tie that in to whatever current economic shenanigans are in the news.

Here are some other ideas for press releases:

  • Website launch.
  • Website relaunch, redesign, etc.
  • Store (or e-store) opening.
  • Store (or e-store) reopening.
  • Product added to website/store.
  • Publication of new ebook/report/video.
  • Having a sale (but just report the news that a sale is happening, don’t be too heavy on the hype)
  • Awarding a prize
  • Being awarded a prize
  • Top 10/20/etc. list of products in your niche for the month/year/etc.
  • Hiring someone to an important role in the company
  • First/second/etc. year in business
  • Joint venture/teaming up with someone
  • Announcing a webinar

And that concludes our press release series. If you have any questions about press releases or want to share your own press release tips, drop me a comment.

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