online PR
Press Releases – More Than A Marketing Tool
A press release is always going to be primarily a marketing tool, but online press releases can and do achieve much more. While traditional press releases were aimed at only the press, online press releases can be read by just about anybody, and usually are. Online press releases serve a broad purpose, which can be factored into their creation. Looking at a press release from a purely marketing view puts a lot of pressure on it, and you can discuss the effect of this with our experts at Click Consult. Press releases, when angled towards the media, have a very specific form. This form transmits information in a way that the media is used to receiving it, presenting the piece of news in a nice little box for journalists to unwrap. Such press releases have almost a language of their own. Even if you leave the media aspect out of your online press release, viewing it as a form of marketing document, certain restrictions are automatically imposed. The piece suddenly has to sell your product, or service, or bring in traffic. With both of these approaches, the emphasis is on the wrong end of the equation. Online press releases don't work if you can't interest your audience. Starting out with your own needs in mind isn't going to achieve this. The emphasis has to be on your readers. So what to do? Give your online press release a break. Treating it as a news article is far more likely to produce the results you need.
Tags: online news, online PR, online press releases, PR copywriting, writing press releases
Break PRs Down For Readers
The internet is responsible for some massive changes in written communication. Most of the changes to the English language for the past several centuries have occurred in the last 50 years or so, and many of the written changes are happening now. While language lovers may bemoan this fact, the average business needs to embrace it for internet marketing purposes. One of the factors that every online business needs to accept is the need for brief internet communication. The average internet user simply doesn't have the patience to read big chunks of text. This has had a big effect on how you should format your online press release. Online press releases must be in a format that the internet user can scan easily. This means that in the first three seconds of clicking onto your content, the user has to be able to run their eye across your text and get an idea of whether it will be interesting to them. If your content fails this test, the internet user will simply click back and find something more interesting to do. The tricks of the trade for internet-based content include: - Bullet points, which break up the text quite nicely and set out information in easy-to-consume, bite-sized pieces - Numbered lists, which, like bullet points, break up information - Subheadings throughout the text, which act as a kind of table of contents. Any, and all, of these can be used in your online press release to great effect. Talk to our consultants at Click Consult when you want to make your press release as readable as possible.
Tags: Internet Marketing, online PR, online press releases, PR basics, PR for your readers, press releases, SEO PR, Writing for the internet market
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