Anatomy of an Online News Release


Headline:

• Short (up to 60 characters for Google, and 120 for Yahoo)

• Contains a subject, an action verb and a clear statement of news

• Shouldn’t contain Web addresses (remove “www”)

• Third-person, objective voice

• Prominent placement of the company name and/or keyword

Summary:

• Between one and two sentences in length

• States the essence of the release for readers to skim

• Should be enticing enough to compel readers to read on

Dateline & Lead Paragraph:

• Contains who, what, where, when and why

• Contains subject, verb and object

• Simple and direct, stating news in an engaging way

• Informative enough that if readers stop after this paragraph, they will have all the necessary info

Body:

• Three to five paragraphs in length

• 300-800 words

• Contains relevant quotes

• Addresses a single news item with supporting information

Boilerplate Statement:

• Three to four lines in length

• Contains basic background of the company

• States any special credentials, awards, etc.

Contact Information:

• Offers easy way for media to contact you

Source: Sophie Shiatis, Vice President, Ecommerce, PRWeb




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.