Writing Great Online News Releases
Avoid Clichés: You don’t listen to clichés. Neither will your audience. Avoid phrases like “customers save money”
or “great customer service” to announce or describe. Focus on the aspects of your announcement that truly set you
apart from everyone else.
Pick an Angle: Make sure that your release has a good hook. Tying your information to current events, recent
studies, trends and social issues brings relevance, urgency and importance to your message.
Use Anchor Text and Features: PRWeb news releases can accommodate multimedia ﬁles like images, video,
links and other features that will capture the attention of your readers and highlight your news. Attach logos, head
shots, product shots, photographs, audio ﬁles, video ﬁles, PDF documents or any other supplemental materials that
build up your release. Use anchor text and hyperlinks to point readers back to your site ensures both your Website
and your important keywords receive simultaneous promotion in your press release.
Illustrate the Solution: Use real life examples to illustrate how your company or organization solved a problem.
Identify the problem and why your solution is the right solution. Give examples.
Don’t Be Afraid to Toot Your Own Horn: Online news or press release distribution is a successful way to
create expert status. If your company has reached a milestone, celebrated an anniversary, hired a new president,
experienced signiﬁcant growth or received an award, tell the world what you did right. Or, write a release that offers
readers “tips” or help in your ﬁeld of expertise.
Don’t Give Away All the Secrets: If you’re running a new promotion this season, tell readers where they can go
to learn more. Provide links in your press release directly to the page on your Website where readers can learn
the speciﬁcs about your news and then act upon it. If you give your readers no reason to click through to your site,
they’re not necessarily going to.
Stick to the Facts: Tell the truth. Avoid ﬂuff, embellishments, hype and exaggerations. If you feel that your press
release seems sensational, there’s a good chance your readers will think so too.