You need to make press releases part of your Internet marketing strategy. First you need to know one thing: Good writing matters. In fact, the quality of the writing displayed in a press release can spell the difference between tremendous success and crushing failure. It isn’t an exaggeration to say that good writing makes for good press releases. Let’s look at three reasons why you should make sure your releases are extremely well-written.

First, in order for your press release to do anything, someone must either decide to follow up on the lead you’ve provided or publish the release somewhere. That means you’re going to need to submit it to a press release distribution site or company. While there are websites that will publish anything you send them, the serious players–those who give you a real chance at significant syndication and media coverage–are going to insist that your release meets certain standards. One of those standards is quality writing. If you hand them sub-par work, they won’t accept the release.

Second, good writing enables you to transmit your marketing message within the constraints of a news story. A clunky writer who lacks subtlety and that “special way with words” isn’t going to be able to get the job done. A talented press release writer, on the other hand, can spin a story that aids directly in marketing and promotion while still retaining a sufficient level of newsworthiness. If the writing isn’t good, the press release is perceived as a ham-fisted marketing message and falls flat. That’s obviously not what you’re shooting for! You want people to be inspired to learn more after reading your release.

Third, you want your releases to trigger certain responses. Good writing encourages all of them. A well-written piece is far more likely to get picked up on various websites who utilize syndicated content. The better sites skip the lousy releases, looking instead for quality content. Additionally, you’re far more likely to develop a direct traffic flow from your releases to your site on the part of regular readers if you’re knocking them out with a great piece of reading. Finally, those who make editorial decisions for online and offline media are far more likely to impressed and interested by a well-written releases. It’s a big part of leveraging your releases to get significant media exposure.

Those three reasons should be enough to encourage you to write the best possible releases. If your writing skills aren’t up to snuff, you may want to seek out a freelance writer who has a strong skill set and background with respect to press releases. You can’t just send out anything. You need to write good press releases if you hope to get strong results.

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