--- title: Press Release Optimization Refresher description: As an editor of a magazine about 'website success' I receive hundreds of press releases each week ... image: https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-23-2023-12-10-34-8265-AM-Apr-10-2023-01-27-01-7156-PM-4-4.png --- [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) [![Website Magazine Logo](https://www.websitemagazine.com/hs-fs/hubfs/gradient-regular@3x-1.png?width=586&height=145&name=gradient-regular@3x-1.png "Website Magazine Logo")](http://Website%20Services,%20Inc.) - [About](https://www.websitemagazine.com/about) - [FAQs](https://www.websitemagazine.com/about/faq) - [Advertise](https://www.websitemagazine.com/about/advertise) - [Editorial Staff](https://www.websitemagazine.com/about/editorial-publishing-staff) - [Resources](https://websitemagazine.tradepub.com) - [Newsletter](https://www.websitemagazine.com/newsletter-sign-up) - More - [Contact Us](https://www.websitemagazine.com/contact) [Log In](https://www.websitemagazine.com/_hcms/mem/login) [Subscribe](https://websitemagazine.tradepub.com/free/w_webk05/prgm.cgi) Search - [Latest](https://www.websitemagazine.com) - [Design](https://www.websitemagazine.com/web-design) - [Development](https://www.websitemagazine.com/web-development) - [SEO](https://www.websitemagazine.com/seo) - [Ecommerce](https://www.websitemagazine.com/ecommerce) - [Content](https://www.websitemagazine.com/content) - [Marketing](https://www.websitemagazine.com/marketing) - [Advertising](https://www.websitemagazine.com/advertising) - [Email](https://www.websitemagazine.com/email) - [Infographics](https://www.websitemagazine.com/infographics) - [View All Topics](https://www.websitemagazine.com/channels) # Press Release Optimization Refresher ![Pete Prestipino](https://www.websitemagazine.com/hubfs/Pete%20Prestipino.jpeg) [by Pete Prestipino](https://www.websitemagazine.com/marketing/author/pete-prestipino) 02 Aug, 2007 - - - [mailto:?Body=https://www.websitemagazine.com/marketing/press-release-optimization-refresher](mailto:?Body=https://www.websitemagazine.com/marketing/press-release-optimization-refresher) - Link Copied! ![Press Release Optimization Refresher](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-23-2023-12-10-34-8265-AM-Apr-10-2023-01-27-01-7156-PM-4-4.png) As an editor of a magazine about 'website success' I receive hundreds of press releases each week from companies looking for coverage - not all of which are relevant to our readers. This gives me a unique perspective when it comes to telling people what it takes to get media coverage in addition to the challenges of using Web press releases as a means to optimize your site in search engines. One of the first articles I wrote for Website Magazine was **[Do you have a press release that you think would be interesting to the readers of Website Magazine, send it to me, the guy that prints that collection of individual sheets of paper with articles on Web success, er, the Editor.](https://www.websitemagazine.com/blog/i%3E.%20Written%20at%20the%20end%20of%202005,%20it's%20still%20very%20relevant%20and%20I%20continue%20to%20direct%20people%20to%20that%20article%20that%20are%20looking%20for%20insights%20into%20the%20art%20and%20science%20of%20great%20press%20release%20writing%20and%20even%20SEO.%20If%20press%20(or%20media)%20releases%20are%20part%20of%20your%20promotional%20strategy,%20here%20is%20a%20quick%20'best%20practice'%20refresher%20on%20using%20them%20for%20long%20term%20benefit:%20%3Cp%3E%3Cb%3EUse%20the%20Wire%20Services%20&%20Build%20Relationships:%3C/b%3E%20To%20be%20taken%20seriously%20by%20the%20old%20guard%20media,%20you'll%20still%20need%20to%20(or%20should)%20distribute%20your%20content%20through%20wire%20services%20such%20as%20PRNewswire%20and%20PRWeb.%20This%20step%20however%20should%20not%20replace%20the%20actual%20process%20of%20building%20relationships%20with%20the%20writers,%20journalists%20and%20bloggers%20in%20your%20industry.%20Before%20you%20distribute%20any%20release,%20develop%20a%20list%20of%20'influential%20media'%20and%20send%20your%20release%20to%20them%20pre-launch.%20They%20will%20appreciate%20the%20tip%20-%20take%20my%20word%20for%20it.%20%20%3Cp%3E%3Cb%3EUse%20The%20Inverted%20Pyramid%20Style,%20Then%20Tell%20A%20Story%3C/b%3E:%20Everyone%20wants%20to%20hear%20a%20great%20story,%20but%20the%20story%20should%20never%20get%20in%20the%20way%20of,%20or%20supercede,%20the%20newsworthiness%20of%20your%20press%20release.%20The%20inverted%20pyramid%20style%20of%20writing%20dictates%20that%20you%20should%20include%20the%20most%20important%20information%20at%20the%20very%20top%20of%20the%20release.%20That%20way%20writers%20can%20get%20the%20idea%20that%20you%20are%20trying%20to%20get%20across%20right%20away%20without%20having%20to%20dig%20too%20far%20down.%20Tell%20them%20what%20you%20are%20going%20to%20tell%20them,%20tell%20them%20and%20tell%20them%20what%20you%20told%20them.%20Keep%20it%20simple%20and%20tailor%20story%20angles%20and%20specific%20ideas%20to%20individual%20journalists%20and%20keep%20these%20in%20your%20email%20or%20phone%20pitches.%20%3Cp%3E%3Cb%3EInclude%20Keywords,%20Include%20Keywords,%20Include%20Keywords%3C/b%3E:%20It%20should%20almost%20be%20a%20rule%20to%20include%20the%20keywords%20and%20keyphrases%20in%20your%20press%20release.%20For%20example,%20if%20you%20work%20for%20or%20on%20a%20website%20about%20dogs%20and%20cats,%20you%20would%20certainly%20include%20the%20word)** ![Pete Prestipino](https://www.websitemagazine.com/hubfs/Pete%20Prestipino.jpeg) [Pete Prestipino](https://www.websitemagazine.com/marketing/author/pete-prestipino) Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization. - - - [mailto:peter@websitemagazine.com](mailto:peter@websitemagazine.com) #### Popular Post ### [31 Back-to-School Keyword Targets ![31 Back-to-School Keyword Targets](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/schoolbus-1-1-1-1.jpg)](https://www.websitemagazine.com/marketing/31-back-to-school-keyword-targets) ### [GoDaddy Goes .XXX ![GoDaddy Goes .XXX](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-23-2023-12-15-39-1451-AM-Apr-10-2023-01-36-09-0977-PM-3-1.png)](https://www.websitemagazine.com/marketing/godaddy-goes-xxx) ### [23 Cool Tech Facts ![23 Cool Tech Facts](https://www.websitemagazine.com/hubfs/Imported_Blog_Media/fact_100x100-2-1-1-1.png)](https://www.websitemagazine.com/marketing/23-cool-tech-facts) #### Subscribe to Our Newsletter! 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All Rights Reserved - [Privacy Policy](https://www.websitemagazine.com/about/privacy) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Pete Prestipino", "url" : "https://www.websitemagazine.com/marketing/author/pete-prestipino" }, "dateModified" : "2023-05-01T21:31:03.097Z", "datePublished" : "2007-08-02T05:00:00.000Z", "headline" : "Press Release Optimization Refresher", "image" : [ "https://www.websitemagazine.com/hubfs/Imported_Blog_Media/gradient-regular-logo-mark-Jan-23-2023-12-10-34-8265-AM-Apr-10-2023-01-27-01-7156-PM-4-4.png" ], "mainEntityOfPage" : { "@id" : "https://www.websitemagazine.com/marketing/press-release-optimization-refresher", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.websitemagazine.com/hubfs/gradient-regular@3x-1.png" }, "name" : "Website Services, Inc." } } ``` ```json { "@context" : "https://schema.org", "@type" : "NewsArticle", "author" : [ { "@type" : "Person", "name" : "Pete Prestipino" } ], "headline" : "Press Release Optimization Refresher", "publisher" : { "name" : "Website Magazine", "url" : "https://www.websitemagazine.com/" } } ```