When composing your online press release, it’s vital to stick to the facts. The central aspect of a successful online press release is that it is newsworthy. It can help to study news in print for the right tone. In the news, the details of a participant are rarely relevant and usually only mentioned as an aside. A report of a 25-year-old council worker’s rescue is usually just that: it’s about the rescue, not the details of the council worker’s employment.

This doesn’t mean that no details of your company should be mentioned in your press release. It is important for readers to have a picture of where a product or service is coming from. These details can easily be given in an aside, with contact details provided below the body of the press release. Talk to us at Click Consult about the format for press releases.

The nature of your company might seem a necessary point to explain in ordinary business life, but for online press releases, it’s needless information. Use your news to lure internet users to your company. There, they can make the discovery themselves.

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1. Stick to the facts

In the main body of your online press release, it’s important to stick to the facts as much as you can. This means the plain facts of your story, ungarnished by pretty adjectives. Listing the basic things you want to say is a good starting point, as you can always work up your content from there. You can talk to our experts at Click Consult about press release composition.

2. Ring in some praiseworthy quotes

Not many readers realise that a quote can come from anywhere. Even print journalists sometimes cite friends when in dire need of a quote. If you’ve got a customer comments section on your website, you may not need to stoop to this level.

Anyone is fair game for a quote for your internet marketing press release, as long as they agree to having their words used. You may find that some of the most valuable resources for your release are people within your own company.

Self-praise has never been an effective method of selling a message. Find a way to give your online press release an objective tone through quoting others.

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An online press release is one of those areas of online marketing that companies rarely have the time to test. Often, the press release stage is at the end of a marketing campaign, and is often hurried through. You can talk to us at Click Consult about testing. You can test your online press releases, however, and the process is easy. All it takes is a little help from a friend.

If you can, track down a friend or acquaintance that is unassociated with your business, and ask them to go over your press release. Encourage them to ask the hard questions, including ‘Why should I care about this news?’ If those questions ultimately go unanswered in the press release, you’ll know you have some work to do.

It can help to read over your business’ online press releases with an objective eye, but this is usually very hard to do. If this is the only way you can test, then it’s still worth a try. Try to look at your press release as an outsider would, asking the harsh questions. It’s far better for you to ask at a stage where you can fix problems, than to receive comments after the content has been released.

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Let’s face it; most online press releases have a marketing or advertising purpose. They are created by a business that needs a little more online coverage, and very rarely contain news that is of objective interest when it’s stripped down to the bare bones. Unfortunately, stripping things down to the bare bones is what is necessary for a really effective press release.

There are a few reasons press releases have always been fashioned around the news format. The first, and most obvious, is because press releases have always been intended for the press. The reason this format has travelled over onto the net, where plenty of press releases never see a press room, is because news writing is so effective at getting a message across. The reason news gets messages across so well is because it is straight and to the point.

When designing your online press release, there are likely to be all sorts of adjectives you want to attach to your business image. Resist that impulse. Stick to the facts of your press release if you want it read. Talk to our search marketing experts at Click Consult if you have questions about press release writing.

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A good online press release needs to convey sufficient information to convince the reader that they are spending their time reading something of value. The best way to do this is simply to put the information out there, and you can talk to us at Click Consult about press release creation for your search marketing campaign. All too often, however, an online press release has been designed for news that is a little less than newsworthy. That’s when adjectives and other modifiers tend to stampede in.

Consider this seemingly innocent sentence:

“Designed by expert researchers in the field, Super Bam washing powder is a revolutionary step in the technology of high-end cleaning products. The next-step evolution of micro-focused cleaner involves the use of micro-scrubbing beads, developed through innovative research.”

It doesn’t sound too bad, but once you remove the modifiers throughout the paragraph, the meaninglessness of the text becomes all too clear:

“Designed by researchers in the field, Super Bam washing powder is a step up in the technology of cleaning products. The evolution of cleaner involves the use of beads, developed through research.”

Whenever a sentence contains too many modifiers, it’s probably a sign that you have nothing worthwhile to say. If this is the case, it’s time to rethink the information you’re featuring in your online press release.

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Internet marketing professionals will advise you to try all sorts of tricks to gain attention when competing against other companies and their advice should certainly be taken into account. There are ways to grab attention without such flashy moves. A professional writer will tell you that all you need to do is stick with the form, and do it well. In the case of press releases, you need to write up a decent summary paragraph.

A good summary paragraph can win readers.

The summary paragraph is one of the most important parts of an online press release. After the title, the summary of your press release is what convinces readers whether to continue to read or abandon the release. Unlike the title, however, your summary paragraph can actually convey a lot of information. If written well, your summary can get your entire message across, making it less of a disaster if people decide not to read.

Summary paragraphs can also be used as descriptions in the press release listings. This makes their composition even more important, and you can talk to us at Click Consult about press release composition.

It’s important to note that summaries can outlive their welcome, so keep them short. Remember, on the internet, brief is better.

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One of the major mistakes made by companies when they write press releases is the inclusion of jargon. Press releases are intended for general reading. Technical terms are confusing. If you’re unsure about writing your press release, talk to us at Click Consult.

No fluffy terms

An online press release needs to appear objective. Using lots of adjectives is likely to put readers off, and ruin any chance of your press release being picked up by the media.

Exclamation points are press release death!

The exclamation point is an interesting piece of punctuation because it is solely about emotion, at least in modern usage. The mark is used to indicate extreme feeling. In modern writing, they’re simply too emotional to be used effectively. In recent years, exclamation points have even been thinned out of works of fiction.

Despite this, some search marketing press releases feature not just one exclamation point at a time, but sometimes even two or three. Ending your sentence in ‘!!’ is an absolute no-no. Only include an exclamation point if it’s within a quote, as a way of indicating that the person said something with emphasis.

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- Spelling and grammar. No matter how many times web writers note how important spelling and grammar is to presentation, near-unreadable articles and press releases continue to populate the net. It should go without saying that your online press release should not be one of them.

- Composing entirely online. There are certain time constraints whenever someone composes a piece of writing on the net, and this can lead to mistakes. It is far better to compose your online press release in Word and set aside time to edit before posting.

- Putting the entire press release in upper case. Blame it on the movies, but every so often a business owner thinks it’s a good idea to present their carefully composed press release entirely in capital letters. As you might imagine, the effect is not one that you would desire.

- Making it too short. Believe it or not, but some businesses put a lot of effort into deciding on the subject of their press release, and then ruin it by composing only a short paragraph. A press release needs to resemble a news item or story.

Obtaining professional advice is a good way of ensuring no blunders occur in your internet marketing press releases. You can talk to us at Click Consult when you are considering composing an online press release.

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One of the trickier things about an online press release is how to format it. Despite the possibilities that an online press release opens up in terms of using links and inserting multimedia, there is a need to conform. The news industry has certain standards and conventions, and these need to be addressed if you want the news to pay attention. If you send just any old thing to a major publication’s press room, you risk them ignoring it as unprofessional.

It can help to get advice from a professional when you’re composing your online press releases, and you can talk to us at Click Consult on how to implement them into an internet marketing campaign. If you’re going it on your own, here are some of the essential formatting elements you should take into account:

- Correct spelling and grammar is essential

- Don’t get over excited with fonts. Times New Roman is fine

- If you plan on getting fancy, provide a plain Word document first, then your HTML version

- Include only materials and images to which you own the copyright

- Take your time. This helps you avoid mistakes

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Newsworthy events happen to a business more often than you might think, but it often takes a fair bit of thinking before the average business event can be turned into something newsworthy. The help of a professional can be extremely useful when you’re looking for a newsworthy angle for your online press release, and you can talk to us at Click Consult.

The writing of a press release also needs to take on the news style. This means answering the five W’s – the what, where, who, when and why, in the early stages of the press release, and avoiding any sort of language that seems like advertising.

There are a few tests you can put your online press release under to ensure that you’re taking the right approach. The first is to read a series of news articles from the publications to which you will be submitting the press release. If the writing style of your internet marketing press release is similar, you’re probably on the right track. The second is to hand the press release over to a colleague who is unconnected with your business and can give an honest opinion whether they think it works. Their honest opinion is valuable, as it’s likely to resemble the opinion of the average internet user.

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