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How to Write a Press Release: Prexpress Whitepaper Series
Quick Guide to Writing an Online Press Release
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Prexpress's online press releases are designed to help you increase your online visibility, push your news to the top of search engines and reach millions of people. And the best part of all—it's easy to do. In fact, by simply following the steps we've outlined in this guide about how to write a press release, you can create and send your first online release today!

A Prexpress online press release provides your audience with an

enhanced news experience, with images, audio, video and web links, all designed to bring your release to life. Each highlighted section of this guide represents a critical feature of an online press release. You'll also learn how to write a press release so that your news can drive valuable traffic to your website, increase your search engines rankings and appear on top news websites where millions of people go every day.
How To Distribute Effective News Releases
Here are some quick tips for making your news or press release effective:
  • english_index45Headlines should be no more than 80 characters in length, including spaces.
  • english_index45The optimal length for a news or press release is between 300 and 800 words.
  • english_index45Blog posts should be reformatted into traditional news or press release style to be effective.
  • english_index45Limit the number of Web page links in your news or press release to one for each 100 words.
  • english_index45Using industry jargon in your news or press release is fine, as long as you include samples and definitions that will help those outside the industry understand.
Here are some examples of announcements that will make for effective news or press releases:
  • english_index45Reaching an organizational milestone, such as 5 years in business, is a good reason to send a news or press release.
  • english_index45Did your organization or product win an award? That’s a great reason to send a news or press release.
  • english_index45Is your business expanding? Send a news or press release.
  • english_index45Launching a new product or service? A news or press release can help get the word out.
Common Press Release Mistakes:
Avoid These Costly Press Release Errors
As one of the Internet's largest news release distribution services, we have seen some of the best press releases on the Web. We’ve also seen some of the worst. Since your news release is competing with hundreds, sometimes thousands, of other companies and organizations that are all vying for a reader’s attention, it’s best to make sure that your release is strong and free of mistakes. Remember, you won’t get a second chance to correct the negative impressions left by a poorly written release.

Here are some of the top mistakes we see in press releases:

Use of ALL CAPS – Using ALL CAPS to create emphasis and draw attention to keywords and phrases is not well used in news releases. Your press release should be written professionally and utilize proper grammatical and spelling guidelines. Let the facts and the information in your press release do the talking to excite and interest readers.

Grammatical Errors – It’s very important to proofread, edit, and proofread again so that when you submit your release you are confident that it is well-written, correctly formatted and error-free.

Lack of Content: While short is sweet, when it comes to news releases, content is king. It’s a good idea to keep things concise but not at the expense of the important details that will define your news. Prexpress recommends writing your press release between 300 and 800 words. Be sure to answer all of the "W" questions (who, what, where, when, why and how) to ensure a complete release.

Advertisements: While news releases are promotional, they definitely are not advertisements. A good news release informs in an objective voice. An advertisement tries to sell. If your news release screams “BUY ME!” then you should consider reworking it.

Hype Flags: Hype flags include an abundance of exclamation points, wild product and service claims and overabundant use of words like “best,” “FREE,” and “amazing.” Not only do you risk tripping spam filters by including these hype flags in your release, you also risk turning off readers who are looking for facts, not hype.

Direct Address: Many press release writers desire to bring the reader in by using a lot of direct address and making statements directly to the reader using words like “you,” “your” and “we.” Direct address can be a flag that a release is actually an advertisement. In addition, you lose the chance to use important