1
00:00:00,060 --> 00:00:08,070
Now, as we can see, the press release lead is also very important because it's the first few lines

2
00:00:08,070 --> 00:00:11,790
of your release and this is the decision maker.

3
00:00:12,150 --> 00:00:20,850
If the person deciding about your content to use it started with your headline, continue with your

4
00:00:20,850 --> 00:00:23,690
subject line, you need to continue.

5
00:00:25,110 --> 00:00:34,800
To get depressed and start using your condom, so why your lead is the key, because I'd say you get

6
00:00:34,800 --> 00:00:42,420
a journalist to read your release, that means the headline did its job, which is great, but they

7
00:00:42,420 --> 00:00:45,630
are not going to cover your nose and eyes.

8
00:00:45,630 --> 00:00:51,590
Eurowings grabs their attention in the first two to three sentences.

9
00:00:52,290 --> 00:00:57,900
And this is really important to continue and keep the excitement.

10
00:00:58,530 --> 00:01:01,130
So what to include in your lead?

11
00:01:01,560 --> 00:01:10,290
Number one thing to keep in mind is that your lead should contain something super compelling right off

12
00:01:10,290 --> 00:01:10,980
the bat.

13
00:01:11,520 --> 00:01:19,390
So don't write leads that are full of love about how great your company is.

14
00:01:19,980 --> 00:01:22,700
This is something that will never help you.

15
00:01:23,010 --> 00:01:27,570
And this is something that will definitely originalists.

16
00:01:27,780 --> 00:01:31,200
Stop reading your public Veronese.

17
00:01:31,710 --> 00:01:40,570
You need to kick it off with statistics, with figger finding new product, even announcement.

18
00:01:41,100 --> 00:01:47,540
Basically, your lead should highlight the most interesting part of your release.

19
00:01:48,060 --> 00:01:58,620
For example, in this release we let off with a statistic that I knew social media and content marketing

20
00:01:58,620 --> 00:02:09,120
blogs would be interested in long form content results in 56 percent more social shares than content

21
00:02:09,120 --> 00:02:11,340
shorter than 1000 words.

22
00:02:12,120 --> 00:02:17,220
And then you continue with the lead with a compelling statistics.

23
00:02:17,910 --> 00:02:27,960
So the research, which analyzed over 900 million articles, also discovered that the long form content

24
00:02:27,960 --> 00:02:32,760
was correlated with better battling performance.

25
00:02:33,770 --> 00:02:43,130
And also, what's really good is to put the link to the first line, necessarily important border,

26
00:02:43,130 --> 00:02:51,060
the link to the first line, because the journalists don't have to search for a link to your website.

27
00:02:51,530 --> 00:02:56,710
It's right there in the first line so they can easily click on it.

28
00:02:57,020 --> 00:03:03,770
They can easily study more about your study, more about your study or your content.

29
00:03:04,670 --> 00:03:09,080
And now we need to understand more how to ride your body.

30
00:03:09,080 --> 00:03:09,590
Copy.

31
00:03:10,310 --> 00:03:18,860
So you have written a great headline and of course, some headline and need some the most important

32
00:03:18,860 --> 00:03:21,500
to understand how to continue now.

33
00:03:22,070 --> 00:03:34,400
So you write in the third person and you go with this very neutral, boring language you don't use on

34
00:03:34,400 --> 00:03:46,670
TV or you instead of we are excited to announce our new product or ACM Inc. announced its new product.

35
00:03:48,300 --> 00:03:53,670
You want your press release to read like an article in a newspaper?

36
00:03:54,270 --> 00:04:02,880
This is really important because this way journalists can copy and paste sections of your release into

37
00:04:02,880 --> 00:04:06,060
their story without having to edit it.

38
00:04:06,900 --> 00:04:08,610
So this is really good.

39
00:04:09,720 --> 00:04:13,410
As you can see, this is something you should not do.

40
00:04:13,890 --> 00:04:16,140
The result is information.

41
00:04:16,140 --> 00:04:20,570
That's Godus for anyone involved in as CEO.

42
00:04:20,940 --> 00:04:26,880
So you should never use the supercharging words giving extra power.

43
00:04:27,450 --> 00:04:29,670
This is something you shall avoid.

44
00:04:30,000 --> 00:04:31,090
This is not good.

45
00:04:31,380 --> 00:04:34,290
You want to be super objective.

46
00:04:34,890 --> 00:04:36,690
Here is the example.

47
00:04:38,630 --> 00:04:47,750
This study also found that outreach messages on certain topics received higher reply rates than others,

48
00:04:48,410 --> 00:05:00,320
specifically outreach emails about guest posting and round ups had the highest overall reply rate messages

49
00:05:00,320 --> 00:05:05,290
about infographics at an especially low reply rate.

50
00:05:05,720 --> 00:05:10,750
So you need to create the really, really this generalized way.

51
00:05:11,180 --> 00:05:20,550
Yes, it is so very dry, but it's the tone that most journalists want to see in a press release.

52
00:05:21,470 --> 00:05:27,890
Another important point is to keep the formatting for skimmers.

53
00:05:28,370 --> 00:05:32,320
This is the same like we talked with the blog post.

54
00:05:32,780 --> 00:05:38,210
You need to keep in mind that no one's going to read your release.

55
00:05:39,190 --> 00:05:48,130
Exactly, in depth, so make sure to format your release for skimmers in practical terms, this means

56
00:05:48,130 --> 00:05:55,360
using short paragraphs and also bullet points, bullet points.

57
00:05:55,780 --> 00:06:05,830
As you can see, the impact of follow up messages, impact of number of contacts, impact of day of

58
00:06:05,830 --> 00:06:08,500
the week, necessarily interesting.

59
00:06:09,010 --> 00:06:17,500
Wednesday appears to be the best day to send out emails, emails sent on events.

60
00:06:17,500 --> 00:06:26,670
They have twenty two point one percent higher relative response rate compared to those sent on Sunday.

61
00:06:27,680 --> 00:06:30,720
And this is really, really important.

62
00:06:31,070 --> 00:06:42,980
So you just throw out a 100 percent fluff free and you'll get very direct information in a short paragraphs

63
00:06:42,980 --> 00:06:47,070
and with bullet points, this is important.

64
00:06:47,570 --> 00:06:56,960
And it's always good to use some statistics, numbers and copy paste, copy right lines the journalists

65
00:06:57,290 --> 00:07:00,080
can easily include in their story.

66
00:07:01,270 --> 00:07:10,240
So this is certainly very, very good, and if you can and it is possible you can use these quotes,

67
00:07:10,660 --> 00:07:18,150
if you want to add some compelling content to your release, consider adding a quote or two.

68
00:07:18,940 --> 00:07:21,030
I like this example.

69
00:07:21,040 --> 00:07:21,700
So.

70
00:07:23,100 --> 00:07:31,830
The Krypto kiddie's economy is in China and decentralise and impossible for the development team to

71
00:07:31,830 --> 00:07:41,820
manipulate, says Dieter Chido, a technical architect, anyone on the team with knowledge of the breeding

72
00:07:41,820 --> 00:07:45,300
algorithm is prohibited from playing.

73
00:07:45,990 --> 00:07:47,400
So this is really good.

74
00:07:47,760 --> 00:07:53,700
This quote actually adds context and addresses objections.

75
00:07:54,120 --> 00:07:55,500
So this is really good.

76
00:07:55,530 --> 00:08:01,120
So this kind of quote can also help you greatly.

77
00:08:02,070 --> 00:08:06,180
And what's really important is to add final touch.

78
00:08:06,600 --> 00:08:07,650
What does it mean?

79
00:08:08,070 --> 00:08:15,810
It simply means that you ask people to read it, to double check it, to think about it, and especially

80
00:08:15,810 --> 00:08:19,860
to double check the links and to use the multimedia.

81
00:08:20,430 --> 00:08:30,660
Because if you can use screenshots, especially videos, images, headshots, logos, this can help

82
00:08:30,660 --> 00:08:36,600
you and help your colleagues to stand out, as you can see on the example.

83
00:08:37,260 --> 00:08:47,010
And basically, what's also good images are another piece of content that journalists can easily add

84
00:08:47,010 --> 00:08:48,240
to their story.

85
00:08:49,440 --> 00:08:56,760
As you can see, ad contact info, every press release needs contact information.

86
00:08:57,300 --> 00:09:06,780
That way, bloggers or journalists that want to write about your news can follow up for more information

87
00:09:06,780 --> 00:09:07,740
or code.

88
00:09:08,550 --> 00:09:10,530
And what's really important.

89
00:09:11,100 --> 00:09:18,600
Let journalists know that you are totally open to helping them write their story.

90
00:09:19,020 --> 00:09:27,540
You can even say if you have any questions about this release, please don't hesitate to get in touch.

91
00:09:28,080 --> 00:09:36,780
This shows that you will actually answer emails and pick up the phone when someone calls.

92
00:09:37,590 --> 00:09:48,180
And here is a really nice example for questions about the survey, a comment on the findings or an introduction

93
00:09:48,420 --> 00:09:52,370
to the industry experts included in the report.

94
00:09:52,830 --> 00:09:54,480
Contact this person.

95
00:09:55,170 --> 00:09:58,400
And also you need to put some general information.

96
00:09:58,860 --> 00:09:59,740
Who are you?

97
00:09:59,770 --> 00:10:01,110
What are you doing?

98
00:10:01,320 --> 00:10:03,970
And how are you helping people?

99
00:10:04,440 --> 00:10:13,600
So this is just a very universal information and you can see the example on this picture.

100
00:10:14,070 --> 00:10:23,850
So what's also important is to edit your release and you need someone to read your release before you

101
00:10:24,120 --> 00:10:25,020
publish it.

102
00:10:25,380 --> 00:10:33,300
And it's really important to double check it, even triple check it, because unlike a blog post, you

103
00:10:33,300 --> 00:10:40,270
can easily go back and make corrections to release when it goes live.

104
00:10:40,950 --> 00:10:50,820
In fact, some services charge a fee to edit early release, but the most important, once it is distributed,

105
00:10:51,210 --> 00:10:59,340
you can change it because it was already distributed and landed in all journalists.

106
00:11:00,760 --> 00:11:01,380
Uh.

107
00:11:02,370 --> 00:11:06,500
Emails, so you can't really do much back.

108
00:11:06,540 --> 00:11:08,620
So this is really important.

109
00:11:09,030 --> 00:11:17,790
So the service might change the link for you, but still 99 percent of the sites that.

110
00:11:19,410 --> 00:11:30,540
Already received the press release have any kind of mistake, so please be always sure that you double

111
00:11:30,540 --> 00:11:35,480
check your press release, including contacts and links.

112
00:11:36,120 --> 00:11:42,020
And now we will talk more about distribution of the press release itself.

113
00:11:42,420 --> 00:11:50,340
When you read the press release, what services you can use or what, you can also hire people to do

114
00:11:50,340 --> 00:11:51,170
this with you.

115
00:11:51,690 --> 00:11:57,570
And I am sure that you are ready to reach much greater success.