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In an age that sees newsrooms understaffed, and editors and reporters more time starved than ever before, your digital news release must pack maximum power in a minimized format. Reduce the number of words, keep sentences tight and emphasize concision as you write releases. Achieving this goal calls for making news releases interactive by sprinkling links the reader can click to gather more information. An economy of words invites the reporter in to the release, while links give her further incentive to report on your company’s news.
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A good digital news release offers material journalists seek in deciding if and how to write an article based on the release. A quote contained in the release may suggest a story direction or a follow-up interview. A data point can spark a compelling lede. The release may contain an invite to an event, or give convincing evidence of a trend the journalist can use to build visits to her website or social shares.
These tips represent a starting point on the path to digital news release success. Be mindful of additional trending techniques to garner results, including effective use of data, visuals and social media.
- Do the math. Reporters and editors have always relied on quantitative insights to buttress their stories’ messages. In today’s data-driven world, dousing your release with numbers entices your audience to read and report on your news.
- Show and tell. Studies indicate 65 percent of today’s audiences are “visuals-first” people. The primacy of visuals means graphics such as videos, photos, renderings, charts, graphs and infographics should be fundamental components of your releases.
- Exploit social media. When digital releases are disseminated through social media channels, they not only hook journalists, but consumers as well. This enables your company to connect with many kinds of audiences beyond the newsroom.
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