Press releases distributed via the Web need special attention to web-powered reading and retrieval values. That's probably not news to most of you, but just what a web-friendly release should look like may be of greater pertinence. We've come upon two sites that can at least get you started at perfecting your web-release format.
PR Newswire's Beyond PR blog offers a post on "What Makes One Press Release More Successful Than Another?" It talks about integrating search engine optimization (SEO) into releases that are well-written for starters. But what really caught our attention was a link to SEOmoz. There we found a display, reproduced in miniature here, illustrating the difference in hits and time spent reading a traditional vs. web-optimized news release format.
Don't even bother posting a press release to the Web if you're not going to use web formatting, SEO, and linking techniques. You won't get anywhere near the possible readership. Isn't that what a press release is intended to do — generate scads of interest in whatever environment it's encountered? Custom formatting of releases for print and now, the Web, is advisable to repay the effort of developing them in the first place. These two sites provide helpful writing and formatting tips for today's electronic environments.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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