PR Templates
A 7-Step Formula For A Winning Press Release Template
If you could have a key piece of the web traffic puzzle done for you and save numerous hours of research and writing time, would you keep reading?
For those who answered yes, this is a must read. Here’s why: the research and prep has already been produced. Let me save you hours of research in searching for a viable press release template.
First, when is a template not a template? When someone tries to masquerade a rough outline as a press release template, that’s when. Happens more than you might think. Guess people are just lazy or scarcity-minded. Maybe they’re afraid of giving away too much knowledge and insight. Of course, this phenomenon happens with press release templates, article templates and other types of templates as well.
Perhaps my definition of press release template is different. I know when I see the word “template” I have a certain expectation, one that hasn’t been met judging from what I found on the web.
What comes to mind with the word template? A template implies that enough information is provided that you can customize it for your own needs. An outline is really more of a “well here’s a rough stab at this” and now you’re on your own to figure out the rest.
And as long as we’re in this comparison mindset, a press release template is not an example. A press release example is a sample of a finished release that may actually follow a press release template. Still with me?
Web searches for press release templates yielded the following results:
- Traditional, announcement-driven press releases
- Press release templates not optimized for search engine traffic, web 2.0 and social media
- Outlines with no suggestions on body copy or sample headlines
- A Press release template with greek copy in lieu of copy suggestions
Now these so-called press release templates are of some use. But for those really seeking an optimized press release template for today’s PR and social media environment, they simply fail to deliver the goods.
So what are realistic outcomes from having a press release template? Well, the purpose of the majority of these press release templates is to demonstrate to the media you’re NOT an idiot or novice. It’s all about “here’s how to play the game the right way” and have everything in its right place. There’s next to nothing about today’s social media landscape.
That’s going to change right here, right now.
A Press Release Template Wish List
To build the right press release template from scratch, I’d include ALL of the following:
Sample headlines. The headline is THE most important ingredient of a press release and one often omitted from the current press release templates available. Headline suggestions help get non-professional writers over the hump quickly.
Keyword optimized. To create an optimized press release template, you need the right keywords positioned in the right places a certain number of times. For those not familiar with keyword research, some keyword searching tips are also helpful.
Sample copy. Rather than “insert your text here” how about actual suggestions and tips on what copy and how it should be formatted in a press release template?
Subject-specific press release templates. In essence, templates for not only the most popular reasons for a doing an online press release, but those reasons that have proven the most effective.
Story-driven press release templates. Templates that easily pass the “so what?” test. Press release templates like these provide interest, value, tie into current events and more. As opposed to online press releases that are totally “me driven.”
Now if all those wishes were met, what benefits would you experience as a result? Here’s a quick taste:
- Shorten writing/creation time to 30 minutes or less
- Use templates again and again
- Make Online Press Release marketing accessible to the novice and non-writer
- All the advantages of online PR: web traffic, accelerated visibility and more
- Invest your time savings in other marketing initiatives
- Beat even the PR Pros
Here is my proven 7-step formula for a press release template:
Step 1: Headline. Make the headline more than a label. Write it as if the optimized press release was an article. Be specific and tangible. Numbers are good. Example: “7 Tips To a Better Night’s Sleep”
Step 2: Summary. A brief 2-3 sentence summary of what your release is about.
Step 3: Intro Copy. The purpose of the first sentence? Get them to read the next sentence. And so on. Intrigue readers and make a global statement that is then follow up with details.
Step 4: Support points/quotes. Your support points establish credibility. They must be facts, not claims.
These points can come from you or a third party (such as a research study that supports the main thrust of your release.) The quotes can be from you or another party. Important: the quotes are not testimonials. They are what you or others would say if a reporter asked you a question.
Step 5: Call to action/prospects. Most online press releases have no call to action. You can indeed use a call to action but make it value-based. Give access to a report, your time (free consult), etc. The outcome is to capture a lead via email.
Step 6: Call to action/media. Today’s releases reach both the public and the media. This call call to action sends the media to your media or news room.
Step 7: About. An ending paragraph that summarizes your company. Keep this fact-based as well. This is your last chance to establish credibility–don’t blow it!
Want to see and implement an optimized press release template containing the “wish list items” PLUS my 7-point formula? Good news! You can now gain immediate access to a proven, tested optimized press release template.
You’ll be able to download both a press release template and the sample press release. And please take action now that many a roadblock to your PR success has just been removed.
