Press release marketing is quite similar to article marketing however, due to the nature of the press release being a ‘newsworthy’ event, the press releases are quite often picked up and given more power and influence than an article. With press releases, you will follow the same basic rules as article marketing. The one key element is that typically press releases are reviewed by humans, so you need to be sure that your press release is actually newsworthy, and not just a blatant advertisement.
Usually, business owners have problems coming up with ideas for press releases. They think that they have to have a major event (re: grand opening) to do a press release. You need to think about smaller events. Have you hired a new employee? Partnered with a new vendor? Put a new line in? Remodeled? Running a promotion? Hit a new sales plateau? Any of these items can generate a press release.
The second major issue that business owners are concerned with is the fact that they’ve never written a press release. If you just brought on a new line of diamond rings, Google “press release new product” or “press release new line of merchandise” and you will find hundreds of press releases about someone launching a new product or new line of merchandise. Read over it and make your release model that one. Just change the pertinent information. A press release will have more of a factual approach than the articles.
As with the articles, if you don’t have the time to write the press releases, you could have your staff write the press releases or get an outside service.
Unlike article marketing, press releases have a number of paid upgrades that you can choose. Some will permit photos or videos to be added and others will allow more links back to your site for a small fee. Then you will have options for press release distribution to a multitude of sites or distribution lists or front page prominence. I wouldn’t advise using these paid services unless you have a defined plan of who you want to reach and why, and/or if you have something that is really spectacular that may drive national traffic to your site (for example if you have your own brand and Jo Lo just wore your necklace on the red carpet at the Grammys).