17. Writing Online Press Releases

We now turn our attention to public relations (PR), which is a lot different online than in traditional media. In fact, online PR is so different from traditional PR that I’m not sure existing press release writing skills get you very far when you’re writing for an online audience.

Online press releases have more in common with email and web page copy than they do with traditional media-focused press releases. You’re writing for a much different audience and with significantly different intent. If you’re an experienced PR person, it’s like learning to walk all over again.

How Online PR Differs from Traditional PR

PR is all about influencing people and generating word-of-mouth action. But who you influence and ...

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