Anatomy of an Online Press Release

Create releases that appeal directly to your buyers, not just a handful of journalists.

HEADLINE:

  • Short (up to 60 characters for Google, and 120 for Yahoo)
  • Contains a subject, action verb and clear statement of news
  • Remove URLs
  • Third person, objective voice
  • Prominent placement of the company anme and/or keyword

SUMMARY:

  • Between one and two sentences in length
  • States the essence of the release for readers to skim
  • Enticing enough to compel readers to read on

DATELINE AND LEAD PARAGRAPH:

  • Contains who, what, where, when and why
  • Simple and direct, stating news in an engaging way (inverted pyramid) with the most important news first so that if a reader stops after this paragraph, they will have all the necessary information

BODY:

  • Three to five paragraphs in length
  • 200-800 words
  • Addresses a single news item with supporting information
  • Verify if distribution channel has guidelines

BOILERPLATE:

  • Three to four lines in length
  • Contains basic background information of individual/company
  • States any specail credentials, awards, etc.

CONTACT INFORMATION:

  • Offers easy way for media to contact you

For more information on social media management, contact me to set up an appointment.

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