Posting web based press releases brings new dimensions and new rules to writing the company news. Press releases have long been the mainstay for public relations professionals, television, radio and newspaper reporters as well as news editors. Press releases have been the most efficient way to get the news from the company or organization to the media outlets. Going online brings about major changes in the reach, the life span, the distribution, the way the news is used and the formatting of press releases.
Instructions
1. Write to the audience. The best web based press releases are always addressed to the world. The expanded reach of web based press releases requires writing the releases for a much broader audience--actually a worldwide audience.
2. Exclude dates and dated information in online press releases. Web based press releases have to be written in a way that the information in the release will remain relevant for a long period of time. A press release about an upcoming event on a specific date with defined times may not be a good release to put on the web. Or releasing news of a new product may date the material too much. If posting such releases, consider removing them soon after the event or product release or at least move the releases to an archive section of a website.
3. Online news has to be written in SEO (search engine optimization) friendly style using well-researched and carefully selected keywords. Readers will find web based releases through a search engine search, so keep your online press releases search engine friendly.
4. Write releases that contain SEO friendly links. Online press releases may be read by those doing research on products, services or companies and as such need to have related links to other pages on the company website or other product-related websites.
5. Formatting for online press releases presents the biggest area of change. To keep the releases SEO friendly, break the releases down into sections and give each section a bold subheading. Use subheadings that tell the reader what the section is about. Make the subheadings SEO keyword search friendly. Do not underline subheadings. Also be sure your paragraphs are short, and use bulleted lists and tables where applicable.
6. Include email addresses and telephone numbers for the contact person(s).
