what goes into making a real effective, inquiries-generating PR, ONLINE; one that is also accepted at leading forums like content sutra and google news
While there are many different takes on the actual content, the following holds for PRs that are designed for a web audience:
A compelling title;
Story integrated with current events;
Zero selling, news oriented content;
Proper call to action.
The writing style is also important. Be aware that you are writing for a web reader ho can just as easily click away and onto another PR as stay with yours.
They're not as fickle as your average reader (after all, their job is to find the story in the PR), but make their life easier by following the inverted pyramid rule, and providing bulleted lists wherever possible.
(Inverted pyramid = content at the top of the PR, rather than making them read the whole thing.)
In short, it's not too much different from PRs in the 'real world'.
One difference for CS and Google is that keywords will likely be used to pull the PR up, so you need to be sure about what phrases to target. Again, if they are integrated with current events, you'll get a better buzz.
Good luck!
Best,
Guy
http://adsensekeywordresearch.awardspace.com/krg.html
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