How to Write an Online Press Release
Online press releases include the same information as print press releases. Done correctly, online releases differ slightly in style and structure. They also differ significantly in the way that they are distributed. While many companies simply post an electronic version of their print releases, effective public relations managers know that making a few simple changes vastly can improve online readership.
Other People Are Reading
Instructions
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Begin online press releases with an attention-grabbing announcement such as "Immediate Release" or "Just Announced." Feel free to print this information in a large font or in a color other than black.
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Write the headline. Make headlines brief, explanatory and interesting to the reader. Unless they are performing research, online viewers will not read an article or press release if the headline does not interest them. Do not use puns, rhymes or slang in an online press release headline.
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Date the release so that people can see when it was announced. Even if the board on which you are posting the information auto-dates postings, include the date in your press release.
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Write the body of the press release. Be sure to address the six questions that ever reader will want to know: Who, What, When, Where, Why and Who cares. Use short, concise sentences that clearly explain your announcement. Be sure to mention the company name at least twice within the release. Unless your company is a household name, write two to three sentences about what the company does and its missions and goals. Remember that online readers may find your release by running a search for certain keywords. Include important keywords regularly within your text.
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Identify a source for additional information. This may be as simple as writing, "For more information, visit our website at (insert web address here) or contact your local dealer."
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Use this press release for posting on your website, social and professional network profiles or other sites to which you are authorized to directly post.
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Create a second version of this press release for sites on which you are not authorized to directly post. Change the announcement to "For Immediate Electronic Release" and make sure it is in black. Add a contact section at the bottom of the page for members of the press who would like more information in order to provide a more in-depth story to their readers. Headline this section "Press Contact" and list the name, phone number, email address of the contact person and the company name. Send this version to press contacts for other websites.
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Tips & Warnings
Grammar, spelling and punctuation count on the Web, too. Remember to run spellcheck and consult your dictionary or style book when in doubt.
Online audiences do not read -- they scan. Keep press releases brief and to the point to ensure that important facts get noticed.
Use an easy-to-read font in at least 12 points.
Don't overuse keywords. Obvious repetition of words that is intended to increase your search rankings will turn off the readers and actually may lower your rankings once the search engines catch on to what you've done.
Avoid phrases like "the greatest" or "the most popular" unless you have statistics to back up your claims.
Do not underline any information in an online document unless it is a link to another on line source.
References
Resources
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