Here at The WebMarketing Group we have been developing our online PR skills for some time now. We have built our press release experience over the years and find the following approach useful. Online PR is a growing success story for many as the channels are expanding with the blossoming social media market.
We tend to break down a press release into several sections as below:-
- Headline – this is the first single line that you should write clearly and concisely. Make sure it captivates the reader and draws them to read your online PR article further.
- Date – ensure you add the release date and also your city location. This again gives the reader an immediate insight into currency. A press release without dates is quickly abandoned as there is no way to determine currency. For journalists, news sources and social media channels trying to aggregate relevant content by location this is key.
- Summary – still keep the reader’s interest at the forefront. Your online PR efforts need to continue providing the reader with a highly effective summary that continues to draw them further into the article. As with SEO, make sure you write content that is seeded with relevant keywords.
- Introduction - immediately open with the what, who, when and why of the press release. Typically about one paragraph long make sure that all the main points are covered. Your PR article will now lead to the main body where all the main points are further expanded and covered in detail.
- Body – this is the section of your press release that leaves no questions unanswered. If someone has read this far into your press release they are clearly interested. Make sure your PR has an abundance of information including statistical data and if possible an interview style format with quotations. It is often quite a good policy use an interview format. This makes writing without using the first person, us or we easier. Refer to ABC company rather than us.
- About you – your final chance to broadcast all relevant information about yourself. This section can be re-used in other press release and should contain as much about yourself and your company as possible. Look to use this section as a one paragraph biography about you.
- Contact details - provide clear and current contact details. Make communications as easy as possible and include your telephone, fax, email, website and full mailing address.
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