Online Press Release (PR) Writing
What Your PR Should Achieve
There is a fair amount of pressure on the average online press release to perform. All the traditional, off-line form of press release had to do was attract attention from media outlets. Online, your press releases should be doing a whole lot more. *Attracting blogger attention. When it comes to journalism in the online world, bloggers are almost as powerful as traditional media outlets. Attracting the attention of a prominent blogger in your industry can net you as much attention as getting a front-page story on a mainstream news site. For this reason, you should research the various blogs in your industry and tailor your press releases to meet their needs. Talk to our consultants at Click Consult about research for press releases. *Acting as a news outlet. The internet has made news a little more democratic. A well-written online press release can now attract as much attention as getting a story in a major paper. Being able to control the news released about your company is one of the benefits of a really good online press release. *Exciting internet users. If your press release manages to get into a good position in the search engines or on a press release site, you can attract direct internet attention. This in turn can attract users back to your site. *Attracting media attention. An online press release should still have the media in its sights as an audience. Media attention is an achievable and worthwhile goal. Focussing on the press will also help you get the right tone for an online PR.
Tags: attracting media attention, blogging for SEO, Newsworthy PR, online press releases
The Limited Attention Span Of Internet Users
There are a lot of things to be done in the preparation of an online press release. The idea, the internet marketing angles, the writing itself and the distribution are all very important aspects that require time and patience. One of the things that can sometimes get left behind is the consideration of what a target audience needs for engagement. In basic terms, if you don’t figure out what your target audience wants to read, they won’t read it. Not only this, but if you don’t figure out what your target audience wants to see, their eyes will slide right over your online press release without really seeing it. It’s all about learning internet user reading patterns. Reading patterns is something that the marketing branch of search engine optimisation (SEO) has studied closely and something that the rest of the internet marketing disciplines could benefit from. Something you might occasionally read around SEO circles is that information needs to be presented easily and swiftly to be effective with search engine traffic. Experts in this field have performed in-depth studies of internet user behaviour on web pages and discovered that internet users scan pages and make a decision to read within moments of clicking through to a web page. You can discuss this element of web marketing with us at Click Consult. What this means is that your online press release has to grab the reader within the first two or three seconds. Titles and opening paragraphs may be what wins them over.
Tags: internet user behaviour, online press releases, user trends, writing engaging content
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