Success with press releases involves more than writing your news and distributing it on the news wire or submitting to editors, where it will likely disappear and never be seen or heard from again.

Today, some new rules apply to press releases. Editors are extremely busy and you must work to capture their attention; your customers and prospects get their news in a variety of ways; and search engines are one of the audiences you are writing for.

Follow these tips to produce a winning press release that helps increase visibility for your company and commands attention from customers and prospects.

1. Choose a newsworthy, benefit-focused topic. An announcement that is too broad or not relevant to your audience will not get media attention. If you are announcing a new product, focus on the benefits to the user. Answer the questions: What will this product do for the reader that no other product has done before? What are its real world benefits? You need to know your product and your customers to answer these questions correctly.
2. Write compelling headlines. Press release headlines are like titles to a story: they must draw the reader in. Example: “Acme new polyester composite shutters withstand recent hurricane, helping businesses re-open sooner.” This headline announces a product, ties in to a recent event, and delivers a benefit all in one sentence. What editor wouldn’t take notice?
3. Use keywords near the top. The headline example above performs yet another duty: it uses keyword phrases to help optimize the press release for search engines. “polyester composite shutters” is the keyword phrase. Using a generic description of the product in the headline is more effective than using the product name, unless the product is well-known in the market.
4. Optimize the press release for search engines. The keywords used in the headline should be repeated two or three times throughout the body of the press release. Also, include a link back to your Web site or landing page in the press release. Most press release distributors allow links in the press releases. Write out the full link as your text, such as www.acmecompany.com rather than linking the words ‘Acme Company.’
5. Give readers a reason to click through. Your press release should offer more than an announcement of news. It should provide a call to action for the reader.  Examples include: white paper downloads, free trials, special offers, podcasts, Webinars, or reports. If you do include a call to action, create a landing page to convert visitors who came via your press release to potential prospects.
6. Include all the basic requirements. Make sure the press release includes your company name and contact information, an individual’s contact name, phone number and e-mail for handling any inquiries, and product information such as name, version number and date of availability.
7. Mention customers. If your press release is product-focused, mention by name customers or technology partners who use the product. This adds credibility to your announcement and demonstrates market value for your product. However, you don’t necessarily need a third party quote. Editors rarely will use a quote from a press release. If you do use a quote, make sure it is benefit oriented.
8.  Distribute the press release. Use wire services such as Business Wire (www.businesswire.com), PRWeb (www.prweb.com), or PRNewswire (www.prnewsire.com). These services offer comprehensive distribution and RSS syndication, and allow you to choose specific markets and sectors to reach. Those in your target audience who subscribe to specific news feeds via RSS may have the press release delivered directly to them.
9. Send your press release to individual editors. Compile a list of media contacts in your geographic market and industry sector and e-mail them the release along with a concise, summary. You can also suggest story ideas that demonstrate you’re familiar with the publications editorial coverage.
10. Be prepared to answer questions. After distributing the press release, make sure the appropriate person is available to take incoming queries from editors whose interest you have captured. It might be you, the product manager, or another subject matter expert. Prepare answers ahead of time for expected questions about pricing, customers, competitors and more.