Why write a press release?
A press release and press kit can put your business on the map and establish opportunities to add new customers. Below, we’ve laid out our press release format, with a press release example, and a press kit checklist to efficiently get your business information to customers, bloggers, and reporters. It gives you the ability to highlight your business and target media outlets for exposure. The focus of the press release should have a specific market in mind beyond the media and should include specific keyword topics for SEO.
- Cost effective way of advertising your business.
- A good way to generate leads to potential clients.
- Leads to potential investors
- Fast way to spread the word about your company
- A great way to build trust and credibility to your business.
- Increase traffic to your website by use of backlinks
- Increase visibility online
- Press release can be shared to other channels making it a good way to connect with the public
Press Release Formatting
How to Write a Press Release
FOR IMMEDIATE RELEASE (at the top)
News From (insert your company name)
Date (day the press release sending out)
Contact Information (including full name, phone number, and email)
Headline (company name + one short descriptive line)
Subhead (company name + longer one line description)
[City from where the press release is coming from]- Write 3 sentences about main news and points of your press release including specific keywords and phrases aligned with your entire press release. This section should be clear and concise to capture readership and get the point across.
Include the who, what, when, where, and why of your event or announcement in the second paragraph. If a potential client or reporter is reading the press release, they should find all the details in the first two paragraphs for what they need to know. If you have a quote or accolades to share with your audience, put it here.
The third paragraph is where you can add all the details, history, background, stats, or stories to further convince potential clients why they should care about your business and become clients. This is your call to action that should capture the intended audience (media sources, business partners, potential customers)
Press Release Example
“The School of Business is excited to recognize Ivan Reed and the team at SunCity Advising for their accomplishments as a small business and for their continued support of our students. SunCity Advising has consistently provided marketing and business consulting value to the USD family as well as the greater San Diego business community.” -James Silcox, Sr. Director, University of San Diego School of Business
The rigorous academic curriculum and extensive alumni network of USD has enabled many SunCity Advising staff members to develop the skills, connections and tools required to provide exceptional value for their clients. SunCity Advising is always striving for growth and adaptation within the digital marketing industry, leveraging innovative SEO tools and proprietary methodologies to help their clients develop a sophisticated digital presence.
Founded in 2011, SunCity Advising is a small and medium-sized business (SMB) oriented marketing firm committed to strategic planning, quality asset production and data-driven analytics. We set out as a start-up consulting firm from the USD MBA program assisting businesses with business plans, pitch decks and growth strategies. We quickly realized that many of our clients were in desperate need of marketing and SEO services in various highly competitive industries and markets.
From there, we developed a strategy to help the SMB community grow by developing a hands-on management approach to marketing and sales channel development in the Southern California region. We found that while many clients understood SEO and digital marketing, they did not have the tools or capabilities to derive any ROI or marketing assets from their marketing efforts. Acquiring quality tangible marketing assets require SEO industry expertise and a team dedicated to community outreach, research, and content output.
SunCity Advising is excited to remain very active with the University of San Diego community through guest lectures, student organizations and the hiring of top business students in marketing and finance. Our team of USD MBA graduates and current business students highlights our commitment to data-driven SEO strategy and forward-thinking marketing initiatives. We are a retention-based firm, obsessed with quality, data-driven results, and continuous service improvement. Find out why we’ve never lost a client!
SUBJECT & TAGS FOR SEO
Press Release Results
If you have done your SEO planning and implementation right, you should start to see irrelevant keywords drop off and relevant keywords start to gain traction. If you are using Google Search Console, this will look like an S curve with a generally upward trending slope.
The number of relevant keywords ranking will depend on the amount of work you did in the implementation stage as well as your product catalog or services offered i.e. the volume of your website. Additional factors that affect these keyword rankings are search volume, competition (keyword difficulty) and the strength of your website. Google will reward a site for strong back-links, overall domain authority and a strong technical health score, so it is important to spend time improving your site speed and your domain strategy.
Press Release Distribution
When is the best time to send a press release?
Now that you have your press release ready to send and your distribution partner selected, it’s time to schedule your press release. What’s the best time and day to send out that shiny new press release?
- The best day to send your press release is Tuesday, followed by Wednesday
- The best time to send your press release is at 9:00 am, or 8:00 pm in Eastern standard time in the U.S.
*Note* It is important to consider the timezone of your location and your recipients. Many distribution partners have automated scheduling tools to make sure you’ve selected the best time to send a press release.
Press Kit Checklist
What is a press kit?
A press kit compiles your company information for media use in a tidy package. The contents of your press kit will vary depending on the PR you are trying to promote and the channels you are choosing to distribute through.
What is included in a press kit:
- Company description and services
- Contact information
- Company logo
- Press releases that discuss new products or services
- Downloadable relevant high-resolution images
- Customer success stories
- A quote sheet (quotes from employees of questions most likely a reporter would ask)
When the press or blogger find your press kit and decided to write about your company they provide publicity, content and high authority backlinks to your website. This can increase your visibility, increase traffic to your website, improve your site authority and connect your business with new customers. A press kit provides journalists and bloggers with carefully curated information and photos about your business – saving them time. A well thought out press kit improves your chances for a media feature because it has it all of the necessary business information provided.
Need a Press Release Service?
One of the key outreach services we offer at includes the creation of a press kit to help our client generate business and improve their google ranking. We have access to the tools required for keyword research and formatting as well as discounted press release rates that we happily pass along to our clients.
Author: Daniel Barry
Daniel Barry is an Advisor at SunCity. His background is in digital marketing, SEO and operational management. His client portfolio includes successful partnerships with startups, small businesses, medium-sized firms & large corporations.
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