Do you or your company depend on online news resources, tech blogs, and other web services for sharing your news and press? If so then when creating and distributing your PR you need to be doing so in a manner that is specifically tailored to the web and for online re-purposing. Seriously, no web publisher, web journalist, blogger or the like really has a need for a 10 MB high resolution head short photo or for a lengthy PDF, ZIP file of supporting docs etc… There’s a number of very simple and handy tools and services that you can use to make your press more appealing to journalists (this means they will share your news) and make it simple to share and more readable. To make your press release more readable and friendly for online distribution here’s just 10 simple tips you can keep in mind:
- Create a SHORT, concise title – keep it less than 140 characters so it can be tweeted
- Include a short intro paragraph (before the press release) describing the PR, perhaps something that a journalist might find useful for inclusion in a blog post – be sure to make it obvious that these are your words and are not part of the actual PR release – this is very effective!
- Distribute your news as simple ASCII TXT format with the full press release contained in the body of an email, if needed provide a link to an online (html) version or MS Word versions – don’t waste your time with PDF!
- Always use video when possible and include a link to a video on youtube if possible
- Use custom tiny urls to replace lengthy weblinks – this is useful for tracking purposes also (extremely long url’s can get cut-off or mangled
- Provide a suggested Tweet (max 140 characters) and be sure to also include your social media contact info in your “contact” section
- Include a link to an online version of your PR on your website (or link to a copy on a major newswire)
- DON’T attach massive images. Include a link where related photos/graphics can be downloaded – when I check my email via mobile and find that you’ve sent me a 5MB attachment I guarantee that your news may get forgotten about!
- If sending via email to a large list of people use the BCC function
- Use a valid reply to email address and try tweeting or sharing details of your press when you see that it has been published
Bonus… follow up! When you see that your news has been shared, follow up, provide a thank-you, offer up more info or see if there’s any questions.. this is often how an article or interview is inspired!