Web press releases

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Donegal Local Enterprise Office

Course notes from Certificate in Online Marketing 2010 programme run by Donegal County Enterprise Board

Business Technologie

Sarah Diffley
Sarah.Diffley@lyit.ie

Why use online press releases?
Low-cost/free
Publicity
Credibility
SEO
Links
Keywords
Online potential – if optimised and newsworthy,
easy to find and of interest to media.
Can be tracked.
Reach target audience directly.

How to write an online press release
Newsworthy – give the media a story (not an
advertisement).
Length – short, to the point, factual (often a limit on
words in release).
Language:
Do not use ‘I’, ‘we’, and ‘you’.
Do not use jargon – plain language, easily
understood.
Do not hype up release – e.g.: ‘!’
Structure.
Optimise press release (keywords and links).
Use mixed case

Structure
Press release sites may vary slightly – typically
similar template.
See handouts
 http://www.marketingsource.com/pressrelease/releaseform
 Press release examples

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