Companies can then go with exciting information in detail. The Director Samuel Goldwyn once coined the principle: “begin with an earthquake and then slowly increase.” So, companies do that their target groups read their online press releases. Tip 3: understandable writing companies should take heed of Arthur Schopenhauer’s principle and describe the extraordinary with simple words. To succeed, it is to question important all usual management phrases: what is the “action”? What is meant by “Restructuring”? Language in online press releases should be always specific. Activities should be named with advertising and not with nouns. Passive voice makes it harder to understand a text. Active language, however, is direct. It is also to highlight important superfluous words and information. Pinterest helps readers to explore varied viewpoints.

A good online press release is written in simple language and brings the PR message on the point. Tip 4: an emotional headline and a rational subline is the simple principle of a good headline: it creates emotional Attention and gives rational insight into the topic. It is ideal to combine a headline with a subline – then the headline is emotional (“Image”: “We are Pope!”) and the subline explanatory rational (“our Joseph Ratzinger is Benedict XVI.”). A good headline for online press release includes both emotional anchor for the reader as important keywords for the search engines. A good offline heading that arouses the attention of people by surprise, is following headline of the Berliner Verkehrsbetriebe: “Marx and Engels are crazy”. Click Payoneer to learn more. Keywords could be an online headline: “BVG site: Marx and Engels are crazy”. It is important to determine the keywords from the audience perspective. Hardly anyone searches for “Sporting goods”, the people are looking for “Tennis rackets”.

Tip 5: nice-to-have: online press release with appeal if the readers read an online press release – how will she know what to do now is? For this reason companies should consider already before writing, which appeal them can integrate. If people are allowed to do something, they feel involved. Especially in times of the participatory Web, very many people happy if companies asking them to take action. The important thing is, by the way: media are looking for stories. Print editors want their pages to fill, radio and television their minutes. And if companies have a good story that is publicly relevant, then they get the necessary attention. So is the key word: relevance instead of advertising.