When crafting an online press release, many factors influence its ultimate impact. Keep in mind today’s online press release reaches multiple audiences, not just the media. Fortunately, by following my proven formula, you can create an optimized press release that will outperform 90% of press releases today.
Before I present my list of Online PR performance factors let me share some quick context. Don’t view this list as a “check every item off” intimidating checklist. Instead, simple be aware of these performance factors, test a few and then course correct over time. And while we’re at it, prioritize the most crucial factors.
How you answer the following questions impacts your online press release success:
Is the headline announcement or story-driven?
Any hook, angle or main story?
Which newswire or distribution provider used?
Free newswire or paid?
Horizontal (broad) or vertical (targeted) distribution?
The day the release is published?
Was the release keyword optimized?
Was the release plain text only?
Did the release feature images and video? Google image?
Was the release integrated with social media?
Was there a call to action?
Any latent awareness of past releases?
Was the release sent via other means: email, fax, snail mail?
Was the release a “one-off” or part of a campaign?
Slow news day or busy one?
Media room or no media room?
Was the release more than 400 words?
Because of space limitations, my purpose here is not an in-depth review of each factor. In fact, several of them merit stand-alone articles of their own.
But now you do have a concrete understanding of which factors to consider when writing online news releases. With these in mind, move forward with confidence that these enhancements are backed by my knowledgebase of 2800+ press release results.
Got PR 2.0? Visit http://www.30minutepr.com for the latest Online PR tips, trends, tools and techniques – on a time budget. Marc Harty is an Online PR expert, professional speaker, Internet marketing strategist and CEO of MainTopic Media, Inc. Marc’s also created the largest video training library (20 hours+) of press release marketing tutorials on the web today. And it’s only one click away.
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