Press Releases – More Than A Marketing Tool - Online Press Release (PR) Writing

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Press Releases – More Than A Marketing Tool

May 27th, 2010 by Susie

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.

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