INTERNET NEWS RELEASES

In terms of writing for the Internet, brevity and succinctness are paramount. Reading from a computer screen is more difficult and tedious that extracting from paper. Therefore, Internet writing must appeal to the eye with, such as:

1. Paragraphs must be short.

2. Sentences must be short.

3. Frequent lists.

4. Bullets, dashes, numbers.


According to Business Wire, another paid news release service used by public relations people, the average news release is 500 words in length. Releases tailored to the Internet, particularly if they are delivered as e-mail, must be even shorter and confined to one or two screens. No more than that.


As to Internet releases themselves, the release’s should explain on headline and it leads, upfront and without hyperbole, what is new and different. Ideally Internet releases should tailor messages to the individual recipient’s needs or interests. Keywords in the release should be linked to a glossary’s defining industry terms and other jargon.