By Courtney McManus, Associate Editor

Journalists today get hundreds of press releases per day, spanning all topics and industries. Because of this, they scan releases quickly in their rush for news and may overlook a release that isn’t spam, but has tell-tale spam indicators. Don’t want your release to get thrown out with the rest? Here are 8 quick ways to make sure your release stays out of the trash can.

1. Headline! This is the first thing most journalists will see, so it’s important that your headline is relevant and informative. Your company name should be included, as well as what the release is about (e.g., launching a product, appearing in a trade show). Punctuation plays a big role in your headline too — adding a swarm of exclamation points can look shout-y and unprofessional, and flag your release as spam before anyone gets a chance to read it. For example, very few people would read my release if my headline was [Marketwire Is Super Awesome!! Press Releases Are Great!!!!] because it looks sensational, and not like valid news.

2. First paragraph. It’s crucial that your first paragraph really explains your release. It should include the who/what/why of your release, including tickers, special people, product names, etc. This is essentially the summary of your release — make it a snapshot that keeps your readers interested and well informed of what they will be reading.

3. Voice. Your release should be written in third person. This reads more factually and less emotionally, giving journalists something to really work with. The exception is, of course, a direct quote in the text, which should be attributed to a person, with a first and last full name, job title and the name of the company for which they work.

4. Grammar and Punctuation. Correctly punctuating your release shows that you took the time to make it accurate and well written, which will automatically elevate the quality of your release.

5. Sensationalism — the big no no! WRITING IN ALL CAPS or extensively using exclamation points makes the quality of your news plummet. It’s the written equivalent of a terrible infomercial (complete with shouting!), where you are definitely not going to buy the product but are fascinated by the enthusiasm. While funny, that doesn’t bode well for your announcement.

6. Quantity. Sending the same release with one word different in the headline (say, announcing a seminar series in multiple cities and ONLY changing the city name throughout) can be considered spam. Even if each release is sent to a different distribution circuit (one to Los Angeles, another to Detroit, etc.), there will always be overlap. The journalists receiving the news at online points — or, for example, the Associated Press — will see each of those releases, and it can have a negative impact on your pick up. And, let’s be honest here, it’s probably not financially smart either.

7. Quality. Your release will have better pick up if there is more information in it. The more facts you include, the better. If your company recently did a study about job growth, include your most poignant statistics — something relevant to what’s going on in the economy as a whole that journalists can use easily. The more information you provide, the bigger the chance you have for pick up, because the information is already easy and accessible.

8. Relativity. Your release should remain current with what is happening on some scale — maybe it reflects on a big-picture issue, like a national election, or on something more focused in the industry you work in, like a new battery type for cell phones. The more current your release, the more attention it will receive simply because journalists are always looking for new information. If the release is about the results of something like how different demographics tweeted about the Grammy awards, it should be distributed as close as possible to the end of that event to capitalize on the hype the event already commands.

While there is no guaranteed, tried-and-true way to always have your release picked up (there are too many contributing factors), following the above 8 guidelines will, at a minimum, increase your release’s chances of making it in front of the right journalists.

By Shannon Woods, Associate Editor

Buzzwords—those infamous words and phrases like “paradigm shift,” “long tail” and “game-changer” thought to grab people’s attention—seem to have lost what used to be their key role in marketing, and specifically press release writing. But while buzzwords are still alive in many industries, one should be wary of basing an entire marketing campaign around catchy, heard-that-before industry jargon. The Internet is oversaturated with every buzzword, colloquialism, and verbal circumlocution you’ve heard of (and many you haven’t!), so it is imperative when you write your press release to use them carefully and with purpose.

Here are some ways that buzzwords can be beneficial in press releases, but it is important to keep in mind how to use them to best help you achieve your goals.

To avoid overusing popular search terms and running the risk of making your press release sound like a reprint of countless other releases, be strategic and deliberate when you include buzzwords and balance them appropriately within the entirety of the text. However, don’t disregard the trending terminology altogether, as this will negatively impact your release’s potential search engine visibility.

Your content should be pioneering in its newsworthy potential, but not too original in its presentation. You want it to attract noteworthy buzz and generate hits through keyword searches. Popular marketing lingo alone may do little for SEO due to oversaturation, but using keywords that incorporate industry wordage can help your content get noticed. For example, instead of using the popular phrase “real-time” alone, try making a compound keyword for your release that makes the search term more specific, such as “real-time analytics.” The compound will help your release’s online pickup, while the creation of this more-detailed keyword will likely help pull up your release when your future audience searches for the term.

The primary focus of your press release is your organization’s announcement, not the currently fashionable buzzwords; let your company take center stage while you find ways to make search engines work for your news. Think about how your company sets itself apart in relation to the particular metadata – the keywords that define your brand – you’d like to include, and make that terminology more precise and detailed in relation to your company’s news.

Sheldon Levine, who works in marketing at Marketwire, puts it nicely: “… the goal of a press release is to reach your key audience and elicit some sort of response or action from them. If a buzzword will help you to do this, regardless of whether it’s a widespread word, then use it. Some buzzwords play better to certain audiences than others though, so just know who you’re trying to reach and what gets them to react when crafting your communication.”

Too many marketing idioms in your headline and first paragraph may cause journalists to think you are overhyping your news. Keep placement minimal in the beginning of the text for optimal pickup results.

Consider how buzzwords are used in the industry you are trying to target. Experimenting with their usage can help you find a good balance to keep your audience’s attention with intriguing content. To maintain a high level of SEO visibility, Marketwire’s SEO Analyzer tool can be an invaluable source, as it gives insight into how well your press release will perform in search engines. If your release scores high, it’s likely that it’s risen above other similar content online.

Buzzy phraseology is still vital in maintaining some sort of familiarity with the news you’re discussing and in helping your content be searchable in the ever-expanding online world, but make sure it’s your news being heralded, and not the business world’s new favorite novelty expression.

By John Miles, Associate Editor

Bigger is not always better in finding an audience for your press release. Not every news item demands the entire world’s attention. In fact, the content of most releases appeals to a very specific audience – oftentimes a targeted industry segment or consumer demographic. However, sometimes your most valuable readers are just down the street. (more…)

By Joe Schnaidt, Supervisor, Editorial US West

A company’s first press release is critical, showing what it is and what it does.

To keep your audience engaged, your next release should focus on establishing a more personal dialogue with the reader. How will your service make things more convenient, efficient or effective for the consumer? Does it have specific local relevance? The more novel the solution, the more your offering stands out. (more…)

By Deborah Baum, Supervisor, Editorial US West

So you work for a great company and you make an awesome product that can do some really cool stuff, what’s your next step? Getting your name and brand out to the public and letting everyone know what it is your company can do, how you do it, and how remarkably well your products and services will fulfill an industry niche. But wait! Before you jump into all the technical specs of how many bits, bytes, downhole drill meters or parts per million, remember the golden rule of all writing: keep it simple. (more…)

By Salena Barcenas, Associate Editor, Los Angeles

Writing a press release that is concise, clear and informative can sometimes be a challenge. Toss in numbers and it can be difficult to navigate through percentages, ratios, dollar amounts, profit and loss stats and numerals. Here are some tips to help when including numerous numbers in your release. (more…)

We received amazing feedback on our last Sysomos Industry Insider which took a look at the fast food industry. Our second Sysomos Industry Insider takes a look at the more than one billion smartphones in use around the world. (more…)

By Despina Maris, Associate Editor, Chicago

It’s really important to think about how your press release will appear months and years after its distribution. You want to continue to appear professional to your clients when your news is no longer fresh, but also to other companies who read the old releases that live forever on the web. Here are some topics to think about when writing your press release: (more…)

By Anita Saidi, Senior Editor, Los Angeles

As hard financial times put a strain on many small- to medium-sized businesses, the publicity budgets seem to get smaller and smaller. So how does a small company get the most ‘bang for their buck?’ The answer to this question is not necessarily simple, but there are tools that can be utilized to stamp a company’s Social Media footprint on consumers, without the need for a huge advertising budget. (more…)

By Ryo Tanaka, Associate Editor, LA office

Good blog posts and press releases can generate considerable web traffic from your target audience but have you wondered what the best medium might be when it comes to making that big announcement for your company? Here are some key differences between blog posts and press releases that can help you determine the most effective way to disperse your news. (more…)

By Jenalee Savage

What good is a press release if no one reads it? In order to make your release a reader’s dream come true (and perhaps an editor’s as well), there are a few approaches and design/layout elements that you should be taking advantage of. What if you just…

• Write a brief, but catchy, headline
• Use a few bullet points
• Utilize bolding, italics and underlines
• Cough up some quotes

Let me elaborate on the above recommendations.

(more…)

By Deborah Baum, Senior Editor

Journalists are well aware of the Man Bites Dog[1] phenomenon in public relations and journalistic writing. No one reports that all things are flowing smoothly and going as planned; all news is news because it is unusual and interesting. Just be careful — this technique tends to put journalists on their guard. It’s fine to report the news in an arresting manner, but be aware that the more inflammatory the copy, the more care your company will need to take in order to keep the reader at ease with the information. Using too much bait-and-switch verbiage will easily become confusing and repulse interest in your news.

Here are a few tips to eliminate confusing text and help keep the focus of a press release on the news announcement: (more…)

By Natalie Leal

Chances are you’re well-versed in the industry you’re writing about. But there is a possibility your readers will be scratching their heads after they read your in-depth description of virtual desktop infrastructure, Software-as-a-Service, or dynamic random access memory. And if they feel like they’re reading another language, and it drags on, they may tune out. Consider learning about the importance of brevity in a press release, if keeping readers is important to you. It won’t take long, I promise! (more…)

By Ryan LeClaire, Marketing Producer

There are a million reasons that your press release can succeed and only a few things that can hold it back. However, 90% of all press releases contain at least one of these mistakes and quickly makes the content easily forgettable and dismissible.

Here are five quick questions you can ask yourself as you write your release or while you’re reading it over. (more…)

By Josh Kahn, Senior Editor at the Los Angeles office

Ask anyone what makes for a good press release, and the likely first answer is, “a catchy headline.” After all, an engaging headline is what captures people’s interest and makes them want to read a presser in the first place. Headlines are important. However, a slick headline isn’t the only ingredient needed to create a compelling release. It’s not enough to start strong; a release also has to finish strong. Which is why every release needs a clear, simple and informative boilerplate. (more…)

Love him or hate him, adore him or detest him, one thing is clear: Justin Bieber has reach.  In a recent press release, Justin Bieber and PhoneGuard introduced PhoneGuard 360, a new mobile phone app suite that eliminates the dangers of texting while driving.  The reaction to that news, and what happened on the day of the announcement, was quite remarkable. 

Using Sysomos, our social media monitoring and analytics platform, we found several interesting notes that show how much of an impact social media – and relevant content — has today.  Let’s review the sequence of events: (more…)

I recall my unintentional reaction some years ago when our newsroom manager in Shanghai told me they would be closed on a certain Friday for “Tomb Sweeping Day.”  Jokingly, I recall responding to her with something to the effect that Fridays can be “dead” around here, too. The problem: It wasn’t funny to them. Qingming is a traditional Chinese festival for people to go outside and enjoy the greenery of springtime and tend to the graves of their departed. (more…)

Anyone who has recently traveled internationally will no doubt have noticed a well-placed McDonald’s restaurant, no matter the country. Iconic US brands are expanding rapidly around the world, some experiencing more success abroad than at home. To ensure the success of these expansion efforts, US-based marketing and PR teams need to work with their local counterparts as much as possible to tap into their expertise, knowledge and familiarity with that particular environment.

(more…)

On a rainy Tuesday in April, I had the rare pleasure of a guided tour through the Manhattan office of Bloomberg, one of the largest organizations in the world that provides business and financial news, data and analytics. In spite of the calming river carp swimming throughout the office walls, I haven’t seen any organization more obsessed with speed since my trip to NASCAR’s Charlotte Speedway. (more…)

Press releases, a.k.a. news releases, are a staple of many public relations efforts and continue to provide traditional and social media audiences, as well as consumers, with a wealth of information on products, services, people and events.

Press coverage (both traditional and online) and attention across social networks can be more effective than any other type of advertising, and a well-written press release can garner great rewards for your company by increasing sales, driving qualified leads to your website or drawing attention to important causes and events.  Writing releases smartly and strategically is extremely important: editors and bloggers alike read press releases quickly and with a well-trained eye, and if they can’t find what they are looking for within the first paragraph (sometimes even within the headline itself), they are more likely to disregard it altogether.

How do you compose a well-written and well-structured press release to grab the attention of your audience?  The steps below can help. (more…)