If you’re launching an innovative product, hosting an event, or embarking on an entrepreneurial endeavor, the idea of issuing a press release has probably crossed your mind. It’s a natural instinct, but if you’re new to the game, it’s easy to feel a bit lost.

Bringing over 20 years’ experience with press releases to promote startups, products, and events, in this article I’ll outline the essentials with some “pro tips.”

You can receive a professionally edited wiki page on a private wiki platform — supporting accurate, transparent public information for small entities. This page serves as an authoritative, high-visibility biographical reference about you or your small business.

Wiki Page Creation

A complimentary wiki page includes:

• A professionally edited wiki page

• Review and edit access after publication

• Delivered within 14 days of receiving your biographical details

• High public search visibility.

No payment is required: a $49 value provided at no cost through this nonprofit initiative.

Wiki Page Availability

Individuals and small businesses with under $5 million in annual revenue may receive one complimentary wiki profile page. The program is limited to one free profile per individual or company.

Your email address ensures unique verification and allows us to send you the profile creation form and editing instructions.

Many years ago, I told a friend about how I was writing and distributing a press release from my new business. He thought I was joking, and asked, “don’t you have to be some big corporation to do that?“

Any business can do it: There are no laws or other restrictions against any company or individual writing and distributing a press release.

Some businesses MUST do it: Generally, publicly traded companies are required to communicate with their shareholders, and press releases are popular because of the wide dissemination, and formal structure.

There IS a requirement for distribution: All quality press release distribution services require that your press release be “newsworthy.” It will be rejected if it is purely a promotional article. If you work with an agency on your release, they can help ensure it meets the newsworthy standard.

Pro Tip: Working with a news and press release organization like the United Press Corps will give your press release a better chance of getting properly distributed and taken seriously.

Let’s get one thing straight: a press release isn’t a magic wand. It won’t automatically land you a front-page story or flood your website with traffic. But it does offer valuable benefits.

Press releases (or “news releases”) are a clear, concise way to tell your story, packaged in a format that journalists and the public understand. It can boost your SEO, lend credibility to your brand, give you valuable social media content, help secure partners and investors, and position you as an authority in your industry.

Pro Tip: If your current endeavor is worth doing at all, it’s probably worth writing and distributing a press release about. However, the release should only support your promotion campaign, and not be your entire campaign.

Choosing the press release right distribution strategy is crucial, and the frequency of your releases plays a big role. If you’re issuing less than one press release a month, partnering with a specialized agency might be the most effective route.

These agencies bring a wealth of experience, ensuring your press release is professionally written and strategically distributed. Their existing relationships with journalists and publications can open new doors of exposure. Agencies also benefit from economies of scale, translating to lower distribution costs for you.

On the other hand, if you anticipate issuing several releases each month, registering yourself with a press release distribution service could make sense. These services require your agency name, public phone number, and email address for contact, and take some time to learn how to use properly. While quality distribution services can be pricey, the cost per release generally decreases with higher volumes.

For those who prefer a DIY press release approach, directly emailing your press release to targeted journalists and publications is always possible. However, this can be a time-consuming endeavor, requiring extensive research, outreach, and rejection. Unless you have a small, highly targeted list or are exceptionally well-connected, this method is likely not the best use of your time.

Pro Tip: Once you find a pr agency that you like working with, make a deal with them to purchase a bundle of press releases at a discounted price. Not only will it save you money, but it will save you time because the agency will already be familiar with your business and your publicity goals.

Press releases can also provide a rapid boost to your search engine optimization (SEO) efforts, particularly for new endeavors like website launches or product releases. The reason why is backlinks.

When you write your press release, you should strategically use keywords that you’ll market is search for, and carefully include links to your website. Every time your press release is republished by a news site, your links and keywords are included and repeated.

Press release distribution services have the potential to generate hundreds of backlinks to your website within days. These backlinks act as votes of confidence, signaling to search engines that your website is relevant and trustworthy.

It’s important to note that most of these backlinks will likely have the “nofollow” attribute. This means search engines don’t pass as much authority or “link juice” through them. However, even nofollow links hold value, especially for helping new websites and pages get indexed by search engines quickly.

Pro Tip: If getting search traffic is very important for your business, you can distribute a press release for every new article you publish. You just need a strategy to make it “newsworthy”.

A well-crafted press release is a testament to your professionalism and accomplishments. It subtly conveys to clients and customers that you’re not just another business, but a leading organization engaged in newsworthy activities. This can significantly enhance your brand image and foster a sense of trust, encouraging potential customers to choose you over competitors.

Moreover, a press release is an excellent opportunity to connect with your existing audience in a non-intrusive, informative manner. Instead of sending overt self-promotion on social media or email newsletters, you can share a professionally written piece of news that subtly reinforces your expertise and achievements.

Pro Tip: Create a “Newsroom” section on your website (also could be named “Company,” or “Press”) and post each of your press releases there, including nofollow links to the best news publications that syndicated your release.

DIY Press Release

If you do everything yourself, it only costs your time:

• Planning, strategy: 2 hours
• Writing, editing: 5 hours
• Researching 20 media contacts: 5 hours
• Contacting and follow-up: 10 hours

Professional Help

• Planning and writing: $200 – $500
• Distribution service: $200 – $1000

Pro Tip: if you’re an entrepreneur, you’ll be sending many releases over the years. Work with a professional to learn how it works, and consider doing it yourself later.