Writing press releases for the Web: make it clear, keep it brief
All of this helps explain the rise of the social media release, pioneered by social media PR masters Todd Defren and Brian Solis. The tenets of writing a social media release are simple: use language that consumers can understand, and provide relevant links and multimedia content. Make it easy for people to link to and discuss your content on their blogs and in social networks. Sounds simple enough…the part about links, photos and video, anyway. Brevity and clarity can be harder to achieve.
For someone on the cutting edge of Web design, Tim sounds like an old newshound when he talks about writing. “Always write in inverted pyramid style, try to get the most information in first. Chances are, people aren’t going to look past the first paragraph of what you’re writing anyway. Headline, bullet points, that’s it. Deep, supporting information should be linked elsewhere,” he says.
As for photos and video, think about whether the medium distracts from the message. “I’m not a big fan of gratuitous multimedia,” Tim says. “Is this absolutely the best way to convey the information? If the multimedia experience isn’t much more effective than what could be accomplished with text or simple graphics, it should be removed.”
Tim is the author of Landing Page Optimization, a new book on designing the pages where Web users land after clicking an online ad.
Communications Best Practices
Get the latest updates on PR, communications and marketing best practices.
Cision Product News
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.