How to Use a Press Release to Become an Authority

Originally the press release was created to make people aware of news. It was used to make announcements, to highlight changes and to launch businesses, products and services. Times have changed a bit since the original release was published. However, the more things change, the more they stay the same. Press releases are, now more than ever before, a powerful tool to help build your business and establish yourself as an authority.

The Components of an Authority Press Release

• Use facts and data to make your points. While you don’t want to send your readers to other websites, you can make headway by sharing data and research that supports your news. For example, let’s say that you’re releasing a new weight loss product. You might share your own data on the results, or data on the problem or prevalence of obesity.

• Tie yourself to a celebrity and well-known industry leader outside of your niche. For example, find a quote from them that is relevant to your topic. Be careful to not make it look like an actual endorsement from that celebrity. For example, continuing with the weight loss product example you might use a statement that a celebrity fitness trainer made about the growing obesity problem.

• Focus on trending topics and bring them into your news. Establish your authority by staying on the cutting edge and connecting your news with trending topics that your audience cares about.

• Use unique and attention-grabbing quotes that establish your authority on the topic. Interview your own employees, customers, and prospects and get original and relevant quotes. The quotes should be able to stand alone in terms of interest and value.

• Provide links to your external source of additional information. Link to videos, case studies, infographics and other supporting content that you have on your website. Give your readers access to more.

• Use recognizable names, media outlets, and brands. For example, you might quote a customer that has been featured on CNN. Simply adding that media outlet to your press release can help establish your authority.

• A headline that grabs attention. Your headline matters. It needs to function as a headline that essentially sells your audience on clicking and reading more. Tap into the emotions while also making an announcement. Spend time on your headline. Focus on using power words while not deviating from your news. It can’t sound salesy.

Where to Publish Your Release

Writing an authority-driven press release is the first step. The next step is to make sure that it gets into the right hands. Press release distribution services, a well-planned pitch to the media and exposure on top social networking sites will help you reach your press release marketing and authority building goals.

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

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