Also called news releases, press releases are basically announcements sent to magazines, newspapers, broadcast news divisions or websites. Press releases tell of a company’s new service or product, a recent accomplishment by an individual or group, or of a significant event.

Press releases are sent to various medias with the hope that they will be published in part or in full. In an ideal situation, the press release will compel an editor or journalist to develop it into a full-length feature story.

A well-written press release may also become an SEO article marketing tool, helping a business or nonprofit increase traffic to its website. Search engines like Yahoo, Google or Bing will “discover” the press release on the Web and use it as a criterion for page ranking. The more press releases issued by a particular entity, the higher the potential page rankings on search engines for that entity’s website. In this sense, a press release can function as a duel-purpose marketing vehicle: 1. Spreading the word about new products, services, personnel, accomplishments or events (recent or upcoming) on behalf of an individual, company or group. 2. Boosting the search-presence of that that individual, company or group by publishing relevant press releases at free posting sites.

When writing a press release, keep the following 3 tips in mind:

1. Stay focused on the who, what, when, where, why and how. Who or what is this press release about? When did it happen/will it happen? Where did it happen/will it happen? And finally, why and how? Why is it happening and how will it impact the future? Try not to veer off into abstractions or generalizations. Press releases should be short, simple and easy to read.

2. Use one or two quotes in your press release whenever possible. Get a quote from someone directly connected to the story. This could be the individual the story is about, or in the case of a new product launch, the person responsible for it’s creation or development. Someone with authority. “A quote or two in your press release is essential,” says Bruce Kentner, a retired public relations specialist from Burlington, Vermont. “It not only makes the piece more interesting and readable, it also lends it an air of credibility.” Additionally, if your lucky enough to have an editor or journalist interested in developing your press release into a feature story, the quoted individual can serve as an initial contact.

3. With respect to the headline of your press release. Remember that most media outlets receive hundreds if not thousands of weekly press releases. Make yours stand out by including a tight, concise headline. Tell us what the press release is about, but don’t give us too much information. Hows and whys can be dealt with in the body copy. Suppose, for example, your press release is announcing that law firm XYZ just hired a sensational new attorney.

Here’s an example of a press release heading that is unlikely to impress: Hoping to Outdo the Local Competition a Savvy Young Lawyer Has Been Added to the Ranks of XYZ

This would serve the press release better: Hotshot Attorney Joins XYZ