Firstly...
- Research your keywords
- Research your audience
- Write your keyword optimised press release
- Include links to relevant information on your websites
- Post a HTML version on your website
- Submit the release to online PR newswires
- Chase any leads
Do not:
- Email bloggers the release, they wont re-write it or even paraphrase it. They will link to yours and comment upon it
- Pester bloggers who don't respond favorably
- Have your press release as a PDF or MS Word document. HTML is easier, and offers better SEO
- Send your release to social media sites
Be prepared for feedback which is:
- Positive
- Neutral
- Negative
Have engagement templates and Q&A's ready for envisaged scenarios before you distribute your press release.
Some examples of bad press release techniques and how they can go badly wrong:
- The British Government's release on tough anti-terror laws. The release was sent in MS word with track changes still running: http://software.silicon.com/security/0,39024655,39152367,00.htm
- A PR engagement with a blogger and the negative effects, if you don't do your homework. http://technosailor.com/2007/10/30/how-to-get-an-angry-email-from-me/