Basic Principles of Press Release Optimization

Thousands of documents are published each day on news release sites, including Google News, Yahoo News and MSN. If you take a close look at them you'll notice they are not properly categorized and sometimes you get rather irrelevant stories for a particular topic. This shouldn't come as a surprise. As the search results, the news results are fully automated. There's no human editor to create what you would call "a logical structure" in each main category. If you look for LEDs you might get news or stories about Led Zeppelin. Not such a relevant result for the optoelectronic industry! Therefore you'll need to write your press release in the best way possible to achieve visibility and reach the needed public.

Writing a Press Release for the Web

It may come as a surprise, but the most experienced copywriters don't know how to write a press release for the web. It takes a public relations expert to do the job right. Most press releases online look like being written lyrically. Instead of sending a message loud and clear, their writers were busy creating pieces of prose. If you choose such a writer you waste your money. Period.

Here are some errors you should avoid:

• Too long sentences (Writers love long sentences. They feel like these prove writing skills and make the story more"professional").
• Too short sentences. This happens when people try to respect the "keep it simple" principle, but deliver a formless message instead.
• Use of repetitions and abstract terms. Your message should be plain and clear. Concretized.

• Attract your reader with an incisive title - this is the most important sentence in a press release.
• First paragraph explains why the press release is newsworthy.
• Second (and where necessary third, fourth) paragraph is the content of the press release.
• Last paragraph concludes the story.

• Why? As clarified earlier above: to enable newsworthy information about your company and your products achieve visibility and reach the wanted audience.
• How? By optimizing the micro content (title) and the macro content (press release body). Optimizing web pages is not the same.

Article Source: http://www.content.onlypunjab.com

Mihaela Lica is a freelance PR consultant working for German companies such My-tronic GmbH and Diskret Detektei, Mueller Facility Management. She is the founder of Pamil Visions and eWritings- the place where beginners and professionals can find useful tutorials on online public relations, SEO, web development, web writing and much more.

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