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The only cost-effective marketing tool out there that is sure to build credibility is publicity. Advertising is effective but for some media, such as the web, it’s not nearly as effective as PR. Advertising controls the message, PR on the other hand does not, because of this it builds credibility much faster. A well written press release can greatly increase your inbound links by increasing your exposure to the masses.

Using press releases is pseudo-news story, written in third person that seeks to demonstrate to an editor or journalist the newsworthiness or a particular person, product or service.

Many website owners do not use press releases as part of their link building campaign; for fear that they may muck it up. This is a very real fear because few people who partake in press release writing do it well. But here’s a tip that will help you write a winning one-take the ego out of it. Below are more tips concerning using press releases.

When should I write one?

Ideally, you will want to write a press release whenever something “major” happens with or because of your website. If you have a product launch coming up, write a press release, once the product launches--write another one, if your product booms and you need to hire more staff—write a press release and if receives backlash from competitors or even customers you should write a press release.

A press release however, does not always to have be directly linked to the ongoing of your business. It can be an indirect link to what’s going on in society. Also, this is a perfect way to get backlinks using press releases. For instance, if you operate a website that sells fashion for women over 50 you may want to write a story attacking the stereotype of women over 50. But this is not a newsworthy story it’s just a broad topic. Thus you will want to narrow it down to an interesting story such as how do women over 50 feel about a “youth crazy” society.

What should be in my press release so I can get traffic from press releases?

Using the example above, you will want to sift through message boards, and talk to real people about how they feel about the topic in order to get quotes from reliable resources. While you research you may notice that Hollywood pushes women who are “over the hill” out of the limelight. But that many Hollywood stars of that age are greatly admired and that women of that age do not consider themselves old. A number of men are pointing out that they prefer to date older women.

You now have a hook that will grab the reporter’s attention-- a newsworthy angle. “Women over 50 feel sorry for people obsessed with youth”.

The key to writing a good press release, no matter the topic is to take the ego out of it. Look at the story with objective eyes and avoid the “sell, sell, sell,” tactic.

How is a press release used?

Once your press release is written you can submit it to newswires (PR networks). While it is possible to do a free press release don’t expect a lot of attention for it. On the web you get what you pay for, for $250-$375 you can a lot more exposure. PR distribution sites that charge around this price range will usually distribute your press release to targeted channels including daily and national newspapers, Radio, TV, and online news sources.

Depending on the topic you can get backlinks from press releases, possible thousands of links, especially if you link targeted keywords in your press release. Another trick is to write about your release on your blog once it’s submitted, that way you make a trackback to you press release. Then you get an immediate link back to your site from one of the bigger sites on the net. Getting traffic from press releases can be a wonderful tool if used properly.

All press releases must be newsworthy in order to be picked up by the media. When written well, press releases have proven to be an effective way to build links

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