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How to write and where to post press releases in 2022? — Services on


For a number of business consultants, PR-managers and press services from small to large companies, the «imPRESSArio» service will be useful, which allows you to replicate press releases on the news and thematic sites of Runet. Two things distinguish this service from all analogues known to me — this is the speed of placement and the price.

Placement speed is very important! Press releases are usually classified as news, and are useful when you are the first to announce something to the public. Time also plays a role if you are announcing an event or promotion that will take place literally tomorrow. I don’t know how this is done, but the text of your press release will be posted on many news sites within a few hours!

The price of this kind of service is quite low compared to prices on individual sites. «The services of posting press releases, news and articles in the database of Russian-language media cost no more than your lunch,» the front page of their site says. «Affordable price for the service is due to the complex automation of almost the entire process of hosting on a variety of sites,» explains a person in the service’s chat.

If you have never come across press releases, but are in dire need of advertising your sites or services, then for clarity, you must first briefly talk about press releases, the specifics of their placement in the media, and then proceed to the description of the work of the ImPRESSArio service allowing for efficient and inexpensive deployment.

Briefly about press releases

A press release is short news for the media. In essence — concentrated news, not diluted with «beauties» and rhetoric. Ideally, such news implies the presence of statements by experts or officials in the form of direct speech; the information in such news should be fresh, significant for the public or certain circles.

A press release conveys any information about activities, events, a new product or service, new company achievements, but in such a way that it is useful and interesting to read. The basis of such a statement is an event or news — an information occasion.

In addition, a press release is the main PR document of any serious company and the main way to communicate with the public.

You might think that the circulation of the same text as a press release on many sites at the same time does not carry any practical benefit. In fact, in practice, very often, important and generally significant news is replicated by many sites, which makes it popular, top.

What a press release does for business

For marketing and promotion, a press release is very important, because it is an effective way to promote commercial sites (and not only) and solves several problems at once:

  • Hits exactly the target audience, because professional press releases are read by those to whom they are addressed;
  • Improves brand or brand awareness;
  • Promotes the growth of the link mass (increases the quality index of the site) and improves visibility for keywords;
  • Information about the company in a number of news sites is a sign of the high level of the company, a statement of one’s own competence and professionalism, etc.
  • How to make yourself known to a large audience

    There are many ways to distribute press releases. The simplest one is regular mailing. We write a competent and thoughtful text and send it to various news sites (you can search by the phrase «place a press release» or «publish news»). A journalist or news site editor reads your press release and then decides whether the news is good for them to publish or not. Such a process is very time-consuming, it can take several weeks to publish dozens of publications. Moreover, the statistics of free placement attempts is such that it is possible to place information only on every tenth resource, and this is a colossal job, a waste of a huge amount of time and effort.

    To avoid trouble in promoting press releases, the best option is to entrust the process of distributing the news to people who earn money on it! There are companies and services that hone their skills for a place in the sun, automate routine processes, take on all the hardships and hardships that I would like to avoid, doing my favorite thing.

    One of these media services is «imPRESSArio» — more than 3,000 press releases published in RuNet since 2020.

    How does the imPRESSArio distribute press releases?

    «imPRESSArio» — a service for the rapid publication of press releases. Services are aimed at specialists who study the market, heads of organizations, and, of course, business consultants and PR managers. With the help of «imPRESSArio» you can place your information on a variety of news resources in RuNet with just one click.

    How does it work? On the site «imPRESSArio» you need to choose a tariff for your needs or wallet, upload the text or agree on its writing, pay, wait for the report to your e-mail address in a convenient table. No need to read long «manuals», you don’t even need to register! You will spend no more than 3-5 minutes on ordering a press release!

    The service offers 3 packages: start, economy and business.

    Tariffs and prices for placing press releases in 2022

    The Start package involves posting your news on 50 sites: you just need to provide the finished text of your press release. The Economy package includes 50 sites from the Start tariff «, plus 20 new sites that distribute news, which have a good audience and citation (high Site Quality Index — SQI). Your press release is also distributed.

    The «Business» package includes all platforms (80+), as well as writing a press release. The «Business» tariff includes a «turnkey» service: you just need to send a link to your website or service / product, the service’s copywriters will write and agree with you the text of the press release (they will come up with a newsbreak, select an illustration, put links) and send a report with all published texts on all platforms!

    It is worth mentioning separately that your news or press release is published in «human form». This means that the text will contain full-fledged formatting (headings, lists), illustrations or videos, and, which is very important, clickable links (mostly these are full-fledged links open for indexing dofollow)!

    For more information, visit the service’s website. Questions usually arise from beginners, a suitable solution for your case or, if necessary, you can talk with the manager about ordering special solutions in the support chat (they answer almost online).

    Instead of terminals

    At the end of the article, it should be mentioned that in «imPRESSArio» it is possible for a modest budget to convey your idea, advertisement or announcement to a much larger audience than buying thematic traffic. It is difficult to predict the number of readers of your news in advance, since it is impossible to influence the interests of the audience, however, such a service has a very important trump card — all published articles are eternal (within the lifetime of the domain), so you should not write off this format of advertising. Moreover, press releases are still considered a service for respectable — medium and large companies that prefer to speak with the audience in the official language and announce their news and achievements to the widest possible readership. Therefore, those who know how to use press releases productively or try to do so will undoubtedly find their niche in serious business.

    How a press release can ruin relations with journalists. Read on

    It would seem that there are a lot of materials in the public domain for honing the skills of writing press releases and building productive relationships with journalists. The second is no less important than the first. After all, even an excellent release with a newsworthy topic for the audience is unlikely to be published if the rules of communication are not followed. And vice versa: the probability of posting material without a mega-info occasion will increase if it is in the right place at the right time.

    Instead of writing a millionth article on how to prepare and distribute a press release, we at PRNEWS.IO wrote anti-advice for PR managers and other communicators. Based on many years of experience in placing content in the media, our team has compiled a list of the most unpopular actions for dialogue with the editors.

    Read, test yourself and share your own experience in the comments!

    Press release? No, commercial offer!

    Forget about the fact that the format of a press release implies only an informational style and a neutral presentation of the material. If you are modest and delicate, he will go unnoticed. Much more important than objective data, clear statements and valuable information for the audience is a laudatory ode to the company, its products and services. For this, hackneyed phrases from advertising from the 2000s will come in handy: innovation, cutting-edge, individual.

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    We also do not advise you to bother and choose the sites for which your release will be relevant. Niche, industry, business, regional or federal media? It’s too difficult. Send the release to all available addresses without thinking about making it useful to the audience of specific media. Bomb all mailboxes. Somehow they will figure it out, somewhere they will shoot.

    Information occasion not important

    Everyone around is saying that a weak newsbreak will not become the basis for a successful release and it will never be published in the media. Prove otherwise!

    Today, the most valuable human resource is time. Therefore, do not waste it, do not monitor the market, do not look for topics relevant to the media, and do not work on materials that can cover not the pain points of your company, but the request of readers of a certain media.

    You probably have a lot of local news at your fingertips: the anniversary of the chief accountant, the grand opening of a new kitchen in the office, or the first thousand subscribers on the corporate page on social networks — everything will do. Such news is too good to vegetate in working publics, so prepare press releases and send them out!

    So you will have a chance to stand out from other companies. Those who publish boring things like their own analytics, market research and the activities of its participants. Or, God forbid, expert articles that help you tell about yourself, sell more and save more at the same time!

    Old instead of new

    We advise you to save your nerve cells and not worry about the relevance of the release. All the same, you are smarter than all your colleagues combined, so the 1001st material on a topic that has been beaten and written-rewritten by other companies will definitely arouse general interest.

    Exclusive for everyone!

    Your mailing list will become more valuable if you use special exclusive magic in the subject line (and preferably in the body) of the letter and mention that the material was prepared specifically for this publication. But at the same time, you should not wait for a response from a single media outlet (time is money!). Send a letter to all possible addresses.

    Offering exclusives to competitors is a common thing for a reputable company. Just do not forget to put all recipients in open copy: let them see the competitiveness of your material and hurry to publish it before other editors do it. And then they will bite their elbows.

    Press release relevance? And what is it?

    Have you ever heard that a journalist should know everything and everything? If not, then let’s reveal a secret: media workers simply love to expand their horizons, so feel free to offer an article about caring for cats in Vedomosti. And don’t worry that it is non-core for a particular publication (it would be better to send it to the magazine «My four-legged friend», but now we are not talking about that). Surely Vedomosti will not publish the material, but they will read it and even send it to friends. And, therefore, your PR-task, one way or another, will be completed.

    Do not rely on the specialization of the contact, expand the horizons of the media community workers. Let him be called a fashion editor — a journalist must understand everything. Therefore, without a doubt, send him an article on the state of the financial market of the Samara region for the 3rd quarter of 2020. And do not waste precious time looking for the «right» contact (it has already been spent on writing material). It is not at all difficult for a journalist to send an article to a colleague. True, sending it to the basket is even faster. But this is unprofessional.

    Text, only text, and more text

    All these research results, infographics, photos of experts, forecasts and quotes only distract editors from your beautiful text. And readers will be distracted. There’s nothing to it.

    If suddenly you decide to nevertheless give a link to some material or study that you mention in the article, give up this thought: you should not promote third-party companies.

    Therefore, to avoid temptation, tamp the release with solid text to the maximum. The more it is, the better! Forget about the gold standard of a press release, which should be no more than 3,000 characters. Write, write, write!

    Cowards invented brakes! And the rules are boring

    Only losers follow the rules, completely devoid of courage and imagination. In the process of writing a press release, do not limit yourself to the generally accepted principle of the «inverted pyramid» — write as it is written. Do not be afraid to go into reflection, mix several unrelated messages or even newsworthy messages in one release, and also complicate the perception of the text in every possible way.

    A maximum of details and verbose explanations, packed into complex constructions with participial and adverbial phrases, metaphors, epithets, special terms and clericalisms — this is what readers are interested in in our age of an overabundance of information.


    There is no need to spend time and effort on compiling informative catchy headlines. Who seeks, he will find! Place the key information, the whole point of the news in the last paragraph: this way the finale will be more interesting, and the text itself will be read by the editor to the last letter in an attempt to get to the bottom of it.

    It doesn’t matter that 7 out of 10 internet users don’t read the news beyond the headline. The statistics lie. It doesn’t matter that an uninformative headline kills even a press release with valuable content. The editor must read it. So what if hundreds of letters come to his mail every day, which he needs to open, view and decide as quickly as possible to publish on a free basis?

    Terminology is everything! Even so: EVERYTHING!!!

    Ignore the informational genre, write in an official style! The abundance of complex terms, professional jargon and clericalism is a sure sign of the company’s expertise, its significance. Enrich materials with hard-to-read, unknown to most words and abbreviations like deambulatory, ABC analysis, or USP. Journalists will definitely appreciate it.

    Also, don’t skimp on capital letters. They attract attention and are not annoying at all. Add them to the title, and in the body of the text, highlight key phrases in capitals.

    Use exclamation points, dots, and other signs that express emotions more often. So what if they are not usually used in informational texts? So you will be closer to the people, they will believe you and begin to empathize.

    Don’t give a damn about digital etiquette!

    The subject of the letter and the accompanying text are not important at all. So what if the editor of a major media outlet is faced with huge masses of information every day? Well, now you have to spend time “packaging” the letter so that your material is of interest to him?

    Of course, the easiest way is to include the title of the press release in the subject line, as many companies do, but what about the intrigue? It’s better to write something vague and semi-official in the topic — it will definitely work. And add more capital letters.

    You also don’t have time for a cover letter. A professional editor should be able to make a decision about further reading only on the subject of the letter, right? And with an intriguing subject line without specifics, your letter definitely has no chance of going to the trash without consideration.

    Also, leave at the mercy of the editor all errors, inconsistencies in the text, closed links to Google documents. So that journalists do not suffer and successful success comes to you, it is generally better to send a release in PDF format.

    No personal boundaries!

    Don’t let yourself be forgotten! If the answer to your material did not come within an hour, start duplicating the letter every half an hour and demand to clarify the situation. Call the editorial office, write on social networks and public pages.

    Alas, it is possible that even after sending a dozen duplicates of a press release, you will be denied placement. For example, a particular media outlet publishes materials only on a commercial basis or considers your content to be irrelevant to their audience. Don’t accept rejection! Fight like a lion! Demand detailed explanations and, if they do not suit you, write something offensive about corrupt journalists. Don’t hesitate to get into a fight! So you and your company will definitely be remembered in the editorial office.

    But you can act more gracefully: it is better to become friends with a journalist on Facebook in advance. And, if the request is confirmed, start actively making friends. Comment on his posts with or without reason, like all the photos and address him as «you». The less official, the better. After a couple of days, you can already ask in a friendly way to publish an article. In case of refusal, do not forget to write disgusting.

    Deceive, round and distort

    The most reliable and fastest way to get into the «black list» of the media is a lie. At the same time, malicious intent or a special juggling of facts is not even necessary (if we are not talking about black PR and classic order).

    It is enough to send unverified data, incorrectly displayed numbers or a quote, the text of which no one has ever spoken, for publication. Such a precedent can permanently ruin a company’s reputation and block its access to publications in authoritative media.

    If, by some miracle, such a release is nevertheless published, then the company will surely receive a lot of negative comments, posts and revelations. The moment of glory is short, but so be it! But for a short time, the attention of the media, the public and market participants will be attracted to your brand.

    Theoretically, your task as a PR specialist will be completed. In practice, you will receive a blow to your own reputation and good (if it still was) the name of the company. Forget that the Internet remembers everything and the dubious fame received as a result of your work will haunt the brand for many years.

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