How to Write a Press Release for a Website
Writing a press release for a website is a necessary job for a public relations officer, publicist or freelance writer. A great press release can boost traffic to the website and even has the potential to increase the prestige of the website. The bottom line is that websites make their money when people visit the site, and an effective press release should compel readers to visit the website.
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Instructions
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Make it a habit to always prepare two press releases if you have the time. One should be short, around 200 words maximum. This press release can be submitted to general-interest websites, publishers and news outlets. You should also have a longer, more detailed release to be used on the website itself, as well as to be submitted to specialist publications, websites and news outlets. For instance, a new website about stock market advice could use a press release that outlines in great detail what makes the new website different from those of its competitors. This detailed press release would be submitted to newspapers, as well as to publications that cater to stock traders and business people (e.g., WSJ, Forbes and CNN Money). In general, a press release is not longer than one page. By preparing two releases, you increase your chances of exposure, as you will save editors the time it takes to condense your release, making them more likely to run it in their newspapers, blogs or news websites.
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Consider your client. Are you writing a press release for a brand-new company or for a new website feature for a well-established Internet name? Talk extensively with the owners of the website, and whenever possible, get them to write down exactly what they need from you. Ask them how long they need the press release to be and what they hope to accomplish by issuing a press release.
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Consider your audience. Does the website cater to children, parents, college students or doctors? Understanding your demographic will help you write the press release using an effective tone. In the event that you are also responsible for submitting the press release in addition to writing it, understanding the target demographic of the website will help you select appropriate outlets where you should submit the release.
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Include all relevant information. The press release will need to include a brief synopsis of what the website is about, who runs it and how long it has been in existence. You will also need to include the items that make your press release newsworthy. For example, if you are writing a press release for a theater company's webpage for its upcoming season, you would want to include information about when the theater was founded, where it is located, who the artistic director is, what plays will be performed, ticket prices, box office information and the address of the website, as well as any other information deemed pertinent by your employers.
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Correctly format your press release (see Resources for detailed information).
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Review your release, looking for spelling and grammatical errors. Ensure that you have included all required information and that your press release lists the who, what, when, where and why regarding your newsworthy announcement.
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