How to Get Your Press Release Read by More Prospects and Reporters

A press release that gathers dust doesn’t help anyone. Your prospects and reporters need to find your press release when they search through Google. Here are 6 ways to make your press release stand above the competition so you can get more qualified prospects visiting your website.

  1. Target a specific audience and put that into the headline. A headline that says “Doctors can improve patient satisfaction by following these five principles” will do better than a generic headline that says “Business can improve customer satisfaction by following these five principles.” The more specific you are, the better, all things being equal.
  2. Find keywords your prospects are searching. You can use Google’s search tool to find what people are looking for. Use those short keywords (like “personal finance”) as well as long-tail keywords (like “how can I save money for my retirement?).
  3. Look at keywords on your competitors’ sites. You can see this information by visiting the ir sites, or by using keyword analysis tools.
  4. Use places in your press release if you are a local business. For example, if you are a dentist and want local patients, then put the name of your city or county in the press release. If you want clients from all over the country, it is not necessary to do this.
  5. Proclaim your expertise in the headline. If you put “publicity expert” in the headline, you will more likely be found if someone is looking for a “publicity expert.”
  6. Use keywords throughout the press release, but don’t over-do it. How do you know when too much is too much? When it sound unnatural. You’ll know it when you see it. It’s like pepper. A little dash works wonders, but too much ruins the meal.

If you follow these tips, you’ll have a better chance of seeing your press release at the top of the search engines where re porters and prospects and fine your news.

Dan Janal helps speakers, authors and small businesses get publicity so they can sell more products and get more speaking engagements. I make this happen with coaching, consulting, done-for-you services and do-it-yourself tools. For info, go to