Online press release
An online press release is a press release that is made available via the Internet (ie "online"). It differs from the classic press release in the target group and consequently in the structure and design of the content.
term
Conceptually, a press release is a message to the representatives of the press. An online press release is published on the Internet, has a larger subject area and is intended to serve not only journalists but also other target persons such as customers as a source of information. Therefore the term “online press release” can be perceived as inappropriate. Tom Kelleher suggests the more general term news release for the English-speaking area instead of press release , which does not suggest any restriction of the readership.
distribution
While the classic press release is distributed to journalists via a press distribution list, online press releases are made publicly accessible on the Internet on websites , press portals and social media .
Reach and target group
Since online press releases are publicly available, the target group extends from journalists to bloggers to potential and existing customers.
Requirements for content and design
Classic press releases are designed to attract journalists' attention. These create fair articles for readers based on the information provided to them. A classic press release is therefore aimed at journalists as a source of information and is designed accordingly.
Online press releases, on the other hand, are read directly by all interested parties without being edited by journalists. In addition, some of the readers are made aware of the press release via a search engine .
For this reason, online press releases should be designed to be interesting for readers and for reading on screens as well as optimized for inclusion in search engines. For example, people tend to read quickly online . Keywords are also relevant for indexing by search engines and as a term for potential readers. Ultimately, deep links to product information and thus to sales can also be integrated into online press releases .
Individual evidence
- ^ Tom Kelleher: Public Relations Online: Lasting Concepts for Changing Media . Sage Publications, Inc., Thousand Oaks 2007, ISBN 978-1412914178 .
- ^ A b Gabriele Hooffacker / Peter Lokk : Practical press work. Journalistische Praxis, Berlin 2011, ISBN 978-3430201193 Website for the book with further information on the profession .
- ↑ Roco-Thore: Write a press release: What to watch out for with online press releases , February 25, 2012, accessed on May 25, 2012.