At Atomic, we want to help you spread the word about your brand. We do that through awesome-looking websites and killer social media strategy. But we also do it the old-fashioned way: by creating and distributing press releases.

Press releases are a great way to build brand awareness. They’re perfect for letting people know about a cool new website or upcoming product launch. Their format has changed plenty since the snail mail days: now, press releases are media-rich, and built with sharing in mind. (Today’s press release isn’t complete without a custom hashtag, a tweet-worthy title, high-quality images and video, and links to social sites.)

We write and distribute content to press release companies, who then share info with relevant news outlets. News can get picked up by anyone from bloggers to traditional journalists in print or broadcast media. But like every other corner of the content world, there are plenty of people out there trying to game the system, manipulating distribution services to boost exposure.

News wires are starting to fight back, which is good news for the rest of us. Until then, we tell our clients this: focus on content. If it’s unique, creative, and informative, the links will come. Here are some of our other musts for creating a quality release:

• Present a legitimate news angle. If it’s not new or timely, journalists won’t be interested. Ditto releases that copy previously submitted content.

• Give proper attribution. Correctly name key players (don’t forget to check spelling!), and clearly describe who did what.

• Use an objective tone. Save casual, first-person language for blogging—it doesn’t belong in a news release.

• Be free of ‘salesy’ language. You know what I’m talking about: “Are YOU looking for ways to make money online??” “Buy now!!!” Don’t do it.

• Not contain excessive links. Direct readers to your content—not all over the Web.

• Be at least 250 words. The more detail and depth you offer, the better writers can describe your brand—and the greater your chances of getting picked up.

In a world of oversharing and SEO, you might think that press releases don’t matter much. But it’s actually the opposite: successful press releases lead to instant web traffic. They also raise trust in your brand—among journalists, customers, and Google alike.

Need help creating a headline-grabbing digital press release? Contact Atomic, and we’ll help you out.

 

I’m this close to earning my project management professional certification. After months of study and 11 grueling tests, there’s just a final review standing between me and PMP status. So yeah, project management best practices are pretty much seared into my brain for good.

I’m going to spare you the hundred-page readings and lost shut-eye. Here are the steps I’ve learned to guarantee project management success.

• Define your project’s scope. Meet with clients to get a crystal-clear understanding of what the project should accomplish. Consider presenting a project histogram, with data pulled from similar, previous projects, to show down to the minute how your team’s time will be spent.

• Determine available resources. For Atomic, this means meeting with developers and designers, and getting clarification from our sales team on budget specs.

• Check your timeline. Our target duration for web design projects is 13 weeks. But sometimes clients need sites sooner. That may mean asking developers to work weekends. Give your team the heads-up as soon as possible, and adjust the schedule accordingly.

• Summon your team. For us, that’s a designer, a developer, and an SEO lead. Talk about expectations for the project, and decide who’s responsible for what. Address any concerns team members might have.

• Make a checklist. Here, you’ll rely on your team’s expertise. Divide the project into “programs” (design, development, SEO), and create a detailed list of what needs to happen at each stage.

• Develop a plan. Now that you know everything that needs to get done, who, and how they’ll do it, it’s time to get planning. (We like to use Basecamp for this.) Establish milestones for accomplishing big tasks. Give clients an idea of what to expect when—and if increased budget or time will be needed.

These steps will give you a solid starting plan. Now you have to actually stick to it. A few tips to aid you in your quest:

• Know that things will go wrong. Your project plan is your guide—but it’s okay to stray from it when hiccups happen. Just keep your project’s overall scope and resources in sight.

• Document everything. I mean everything. If you stray in the slightest from your master plan, write down what changed and why. This will help you convey time and budget changes to clients—and help you plan better for future work.

• Keep everybody in the loop. Monitor your team from beginning to end. And keep team members informed of the latest—successes and problems. Make sure everyone knows what everyone else is working on, so you can celebrate together when you’re all finished.

Follow these steps, and you’ll be on your way to project management success. You can take my word for it.

Got a beast of a project to take on? Never fear—Atomic’s project managers will see you through.