Distributing press releases online is an excellent way to spread valuable information to a large target audience. I wouldn't suggest using them for everything, that can be expensive, but they online outlets have a place.
Instances where you might think about using an online service include:
Announcing a merger;
Offering new services or products;
Involvement in a special event.
Keep in mind that press releases should only be distributed when you have newsworthy information that’s relevant and interesting to the target audience -- whether it’s local press contacts, industry specialists or consumers as a whole -- not simply with the sole intent of advertising.
Once the opportunity arises to create one, it’s recommended that the content in the press release:
Contain an attention-grabbing headline;
Remain short and concise;
Include compelling quotes;
Provide resources to learn more information.
With so many information sources available, the first challenge is to stand out from the competition and win the attention of readers. In a few words, explain the topic and why it’s beneficial to the reader. Include a teaser to generate curiosity and motivate readers to find out more.
The average attention span of a human being is eight seconds. To help ensure your message is absorbed by readers, keep press releases brief and to the point. Also, summarize all pertinent points in the first few sentences.
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