Writing An Online Press Release … Is It Newsworthy?
August 28th, 2008 by Click Consult
A common mistake in writing online press releases is looking on them as being a direct form of marketing. While they can be used to build awareness and peak interest in your products or services it is vital that they serve the primary function of being informative and offering newsworthy content. Journalists and website publishers will only usually consider publishing those that meet these criteria so save your marketing for another avenue.
With that said, newsworthy items can include new products, offers, and even new appointments within your company. A new site design or a partnership with another company that will bring your own business entity forward would also be considered newsworthy within the industry in which you operate.
While the most effective press releases should not consist of pure marketing, there is room for some promotional work at the end of the press releases where you are able to give a quick line or so about the products or services you offer (without advertising waffle) and even a link to your site or details of another form of communication (telephone number or physical address, for example).
Press releases can generate good traffic via other websites within the same industry as your own as well as news based publications. They shouldn't, however, be used as a blatant form of advertising and they should always be newsworthy pieces. There is a section in a press release that does enable you to do a little promotion so make the most of this and save the hard sell for other avenues of advertising.
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