Online PR NOT the Same as Offline PR

Here’s the biggest misconception I get when talking about PR. People still think that today’s world of online PR is the same as it has always been in the traditional offline “PR.” That’s just not the case, today’s game is much different, and actually, to your advantage.

First, let’s clear this us; PR doesn’t mean public relations… today, it means public relationships.

And good news for you, you don’t need to be a professional publicist or marketing expert to write effective online press releases.  Writing a press release for online distribution is not only quick and easy process; but it’s one of the most valuable tools you can use in your business, not only for credibility, but for SEO.

Here’s a couple tips when writing your online PR:

Begin your press release with a strong headline. The headline should be no more than 80 characters. The first paragraph (the lead or introductory paragraph of the press release) summarizes the main information. Don’t add fluff – stick to the basics. A press release covers the five Ws: Who, What, When, Where, and Why. It should not exceed more than one page.

Stick to newsworthy facts. Write “facts” and avoid writing that sounds sales/advertising-oriented. If a press release reads like an advertisement, it’ll be rejected by online distribution services and media outlets. The goal of a press release is to gain media coverage and exposure. A press release should read like a news story and includes newsworthy that quickly grabs the media’s attention.

Use optimized keywords (and this is THE key). Sprinkle keywords throughout the press release but do not stuff keywords for the sake of optimization. If allowed, always add the company’s website within the text of the press release (some distribution services do not allow hyperlinks within the press release) as well as anchor links as these are the best kind of backlinks you can get.

When you’re done with your release, take 5 minutes and submit to an online distribution channel like http://www.prlog.org (that’s my fav!).

To your success!

Lindsay

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