Press Release Submission: What You Need To Know For A Successful Press Release

It’s all very well getting a press release written but then what do you need to do next? There are so many different press release submission services ranging from free to big money it’s sometimes difficult to know where to start.

Most press release submission services will start by checking over your proposed release. There are certain standards that need to be met, otherwise your release is doomed before it even leaves your computer. They need to be news, not an advertisement in disguise. Or, to be more correct, they need to be phrased well enough to not read like an advert. Let’s face it, most people want their press release submission to work the same way as an advertisement but without the costs of constantly running an ad.

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So the first check is that the release is phrased correctly. It’s actually surprising just how promotional you can be without crossing the line. If you need proof of this, check almost any daily newspaper and you’ll see stories that are obviously adverts in disguise yet have been published in major newspapers.

Once your release has passed muster, the next stage is to decide where it should be sent to. News is expected to be duplicated all over the place and press releases are no exception to this – Google News even tells you how many other similar stories there are and gives you the option of checking “all 332 news stories” or whatever the figure is for your chosen piece.

Which means that your submission shouldn’t be restricted to only one or two press release services unless you are on an extremely tight budget. No single service has a monopoly on distribution and, computers being what they are, it’s not always easy to predict which version will show up at the top of the internet news let alone whether a particular piece will be grabbed by a journalist or posted on a popular website. Sites such as Digg allow their users to vote on news stories, so if one version of your press release works its way to the front page of Digg, there’s a good chance that will be the one that Google choose to feature.

It’s a bit of pot luck and something you have very little control over once you’ve pressed the submit button. So increase your chances by using more than one press release distribution service.

You should also check whether your chosen submission services make it easy for people to bookmark stories on social network sites such as Facebook and Twitter. Most readers won’t share the news unless it piques their interest but if you get your story to hit the right mood of your readers, you could end up with an absolutely massive following. So it pays to make sure that your release can go viral even if that’s not your original intention.

Another thing to watch in your submission is the effect of your headline or title. A lot of the secondary distribution of releases is almost 100% controlled by computer in the form of RSS feeds. These pick up keywords from your title (and sometimes elsewhere) so be sure to include your main target phrase in your title whenever possible.

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