How to Create a Better Online Press Release

For those of you submitting press releases online, you may want to remember a few points that will make your online PR efforts more effective. The most important thing to remember is that people are searching for information in different ways. And, most of the time, this means a quick search on the Internet. To get noticed, you actually need to write for two different audiences – your customers and the search engines.

To be effective, you must get your most important and news-worthy information right up front. Start strong by communicating and clarifying your news in your first paragraph. You should also identify yourself and the source of your news in the first two to three paragraphs. Follow this template: First, a headline. Then, your first paragraph should be a succinct and informative summary of your release. Second paragraph should be the Dateline and Lead. Third paragraph starts the body of the release where you supply all details and supporting information. Follow this with your “boilerplate” statement and then your specific Contact Information.

Write professionally! Limit jargon and cliches, and make sure you don’t write “teenage texting” style. Don’t use all capital letters to emphasize anything, and make sure you have zero grammatical errors. Finally, do not include blatant advertising or hype and also eliminate any fluffy or promotional language.

At a loss for some interesting content? Here are a few starter ideas:

  • Announce a new product or product feature.
  • Announce an expansion, either of a facility or new employees.
  • Host a technology open house.
  • Share market research or survey results.
  • Have you won any awards lately, either from customers, the industry or other?

There are a lot more tips, ideas and best practices I can share with you. However, that conversation would take more than a few minutes…if you’re interested, drop me a note and I’ll send you our whitepage on “Writing the Perfect Online News Release.”

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