Online press releases overcome some of the most difficult challenges in online marketing. They provide a great way to get traffic, improve your search rankings, and attract media attention in a highly targeted way.

Two of the biggest difficulties people say they have in using press releases are: 1) Don’t know how or what to write about 2) Think it’s too expensive.

Let’s start with what to write. Press releases are about news. If you don’t have news about your business, you can manufacture it. Companies do it all the time. One of the best ways to do this is to tie your business to current news items.

Use the news to create news for your business
Let’s say a new study or a book about stress-related illness was just published. If helping people deal with the consequences of stress is part of your business, you could offer comments about the news story.You can agree or disagree with parts of it. Show how the study supports what you are doing with your own clients/patients.

A great way to find out what people are interested in (reading, watching videos, blogging, etc.) is to go to The typeface is tough to read but the site offers a wealth of information about the latest articles, blogs, press releases, videos, etc. in order of popularity. You should be able to find many popular items that you can tie to your business in press releases.

In writing a press release for an online audience be sure to optimize it for the keywords you want. Include those keywords in the title, the summary, and at least 3 times in the body of the release (but don’t overdo it).

Press releases have traditionally been written in the AP, or inverted pyramid, style: State the who, what, where, when, and why up front. Online press releases are a bit different because they are also intended for a consumer audience, in addition to the media.

Online press releases shouldn’t be dry recitations of the facts. You need to attract attention as soon as you can. If that means starting with a story type opening, do it. You can talk about the facts later on in the release.

Want to keep your PR costs down? Here is a list of free online press release submission sites:


Many of these sites only put your release on their sites, though some also distribute to google news. In any case, they give you valuable backlinks to your site and improve your search engine rankings.

For $80 you can use While this service costs a bit, it is still far cheaper than prnewswire and businesswire, and the kind of distribution and SEO it gives you is extremely powerful.

Here’s a strategy I recommend to get lots of PR bang for your buck:

   •Distribute 2 releases a month.

   •Submit one to PRweb, and the other to the no-cost news release site of  your choice.

   •Make sure to use different releases for each of the two PR sites.

   •Use prweb for your most important releases, and use the free services for less important items.

With this system you’ll add losts of juice to your campaigns. Not only will you get immediate traffic, but your release will live on the web for years to come.

You can use this article for your website or newsletter if you keep the following resource box intact, including the hyperlinks:
Leon Altman is a Internet marketing consultant, copywriter and entrepreneur with 25 years of  experience. For his free marketing ecourse, go to . For more about his PR services, go to:

One Response to “10 Ways to Juice Up Your Marketing with Free Online PR”

  1. Michael Ion 01 Jul 2008 at 4:48 pm

    An excellent press release distribution site left off the above list is

    24-7 Press Release is a leading provider of press release distribution services, with 45,000 distributed releases and nearly 8 million headline impressions each day. It provides a variety of specialized distribution services, including private-label display capabilities and Search Engine Optimization (SEO) packages. Premium distribution plans start at only $49 per release.

    The site also allows users to submit videos up to two minutes in legth.


Trackback URI | Comments RSS

Leave a Reply