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CWIRE Editor's Note:
You don't have to push CWIRE to publish your press realeases(!) You just have to send them to us. (It's not a matter of if we'll publish them -- just a matter of when.)

CWIRE is always looking for more editors, volunteers, and student interns to speed up this process.

FYI: Public Relations and Publicity
Press Releases and How to Use Them to Increase Web Traffic

Hi Everyone,

This issue is about press releases and how to use them to effectively to draw more traffic to your site.

What's a press release? A press release is an article about your website or your company that gets published in a newspaper or magazine. In others words it's a way of getting free press for your website or your company.

How does a press release apply to my website? You can generate a lot of traffic for your website by getting a press release published about your website.

Through my endeavors I have come across the basic guidelines of a press release and what editors/press look for:

Parts of a Press Release

What makes a good press release? In order to have a good press release you need to have the following:

  1. Catchy Headline
  2. Who? What? Where? When? Why? and How?
  3. Typos and Grammatical Errors
  4. Release Designation

Catchy Headline:

This should be brief summary of the story. It is designed to capture the attention of the editor or the reporter.

Who,What,Where, When, Why and How:

The first paragraph should contain who is the company or person, what are they doing, where are they located or where is the event and when is it going to happen. The first paragraph should be limited to 3 to 4 sentences.

The why and how are talked about in the 2nd and subsequent paragraphs. The average length of a press release should be three to five paragraphs long.

Typos and Grammatical Errors:

When your press release is done, review it to make sure there are no typos and it is grammatically correct. If an editor is reading your press release and comes across typos or grammatical errors he'll put it aside and move on to the next. Most editors have the viewpoint that if the writer of this press release was not professional enough to make sure there were no typos or grammatical errors than the entire story is not newsworthy. This might seem a bit unfair but when you get 100 or more press releases that you have to go through and pick out one to publish, you become very fast and picky.

Release Designation:

And last but not least, there are different designations for press release, the best one to use is: "For Immediate Release". There are others but this is the best one. And this designation should always be at the top.

Online Press

What's online press? Online press is publications that are on the internet. USA Today has a website that you can submit press releases to as well as their newspaper. You're advantage for online press is that, when the press release gets published, usually there is a link to your website in it and the user after reading the article can click on the link and go to your site.

Off-line Press

What's off-line press? Off-line press is publications that are not on the internet as well as TV and radio. Off-line press is a good source for free press in your local newspaper, trade magazine or even television and radio. It might be a little bit harder to get a hold of the editor and cost a little bit more money as you might be calling long distance, but that's the price you pay for free press.

How do I get my press released published?

Well from speaking to numerous pr people, I've found the best way to get your press release published is by doing follow-up. Which consists of contacting the editors and following up with them as to whether or not your press release will get published.

Digital Gold can help you send out your press release, we have a new service whereas we can now send out your press release over a newswire service which goes out to 4000 media outlets which includes TV and radio for only $200.00. Yes, $200.00 which is a great savings. How much would it cost to send out 4000 press releases via postal mail? And if you need help with follow-up, we can refer you to some really good pr people that know their stuff.

To get started now, contact us at or (818)828-7400.

Happy Promoting and build lot's of traffic,
Kathy Gold
Digital Gold

Digital Gold
"If you promote it, they will come"

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Updated: April 21, 2002
Source: Kathy Gold, Digital Gold News, 12/04/97

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