Press Release Guidelines

A valuable press release is one that targets audience members, journalists and search engines. Keep this, and the following press release guidelines in mind while creating your next press release.

Guideline 1: Headline - The headline of a press release needs to include a relevant keyword phrase and grab the attention of your readers. If your headline doesn't meet these requirements, search engines will not index it and users will not bother to read the content.

Guideline 2: Subhead - Your primary keyword phrase should be used here as well. Include more description so the title is further understood and engaging.

Guideline 3: Lead Paragraph - Your lead needs to set the tone for the entire press release. If interest is lost in the lead, the rest of your press release will not be read. Focus on creating interest while delivering the journalistic standard of supplying who, what, where, when and why the rest of your press release is important.

Guideline 4: Body - For press releases getting distributed through the Internet, make the body copy at least 300 words in length. This way, if you're including keyword phrases throughout, you make it possible to get indexed by Google. If your release isn't at least 300 words long, Google will not pay attention.

Guideline 5: Links - Many press release distribution sites, both free and paid, offer the opportunity to include links. Always link back to the product's landing page when possible.