Anatomy of an Online News Release


The following outline offers a good template on how to construct 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




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