2. Claims and statistics mentioned in the press release. While advertisements might be about hype, press releases and news stories are about facts. Yes, you want to write an interesting story, but it has to be unbiased and accurate. Otherwise, it’s not a news piece.
That’s why it’s so important to fact check your press releases. If you include any statistics in your press release, double check them to make sure they’re right. Then, go through your press release with a fine-toothed comb looking for any hype, unsubstantiated claims, or misleading phrases and eliminate them.
3. Its optimization. Like it or not, SEO is an important part of any press release distribution strategy. Chances are, your press releases will end up online, and if they aren’t optimized, they won’t be doing you much good.
Thankfully, optimizing your press releases is actually pretty easy. Just make sure you’re targeting relevant keywords, including the keyword in the headline if you can do so naturally, and adding keyword-rich, relevant backlinks. Oh, and make sure you double check those backlinks to ensure they’re correct.