How To Write a Successful Online Press Release

How to write a successful online press release isn't different from how you write a successful "old media" press release. It's simply a matter of having a few more rules you need to follow.

Plus, there are a few more benefits with an online press release that you simply can't get with an "old school" print press release. Such as possibly hundreds of "link anchor text" back-links to your website plus all those postings on all those news sites of your press release content.

So what is the first rule of a successful online press release?

It has to be tied to "real news." Some kind of current event that has captured the attention of the general public.

So many times, I've had a client call me up and tell me, "We have to put out a press release, right now! We just got back from a meeting with a new customer and landed a big contract! Can you have it by tomorrow?"


And my bubble-bursting question is, "why is this news?"

No reporter could give a hoot about the fact that you've signed a contract or developed a new widget or whatever your company is all excited about unless it ties in with a current news story. So my job is to calm the client down and then pump them for information to try and find some way that this ties in with current popular news.

What kind of format should I use?

You aren't writing a story and you aren't writing a book report. You are writing a news article. Grab a bunch of local newspapers and look at the format they used. That is the format reporters and editors expect a press release to show up in. If it's well written like a news story, they can pull it right off the Internet and use it almost verbatim (which would be a real coup for you.)

Here are a few basic rules for successful online press releases:

  • Use simple words. Don't go "jargony" on your online press release. And don't try to impress anyone with your vocabulary.
  • Keep your sentences and paragraphs short. This is good policy for anything you write online.
  • open the online press release with an attention-grabbing fact related to both your subject and the current news story your trying to tie in with. Then back it up with facts and eveidnece from a reliable or creditable source.
  • Use some quotes in your Internet press release. Preferrably from movers and shakers related to the story.
  • Give some good background at the end of your press release.
  • Remember, reporters want stories important to their readers. Give benefits for their readers. Explain why their readers should be very interested.
  • And don't foget to use lots of links to other information sources. This is expected in online press releases today. Your press release should be full of links.
  • And don't hesitate to insert other media. Pictures, audio interviews, video...the sky's the limit with online press releases.

468X60 Powerful DB Bluebanner


Finis...

Check out our complete list of business marketing articles and online marketing articles!

Bookmark and Share

 

Get my team's experience and knowledge and “all our secret tricks” applied to your online marketing! Call me at 612-226-7667 or send me an email at bob@wordsmithbob.com .

Subscribe to Small Business Marketing Secrets now!

Member: TC Web Pros

Member: MIMA - Minnesota Interactive Marketing Association

View Wordsmithbob's profile at BizReef

How to write a successful online press release story