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How to write a news release Talk low, talk slow and don’t say too much. – John Wayne Photo by cromely,

Writing process Plan: Find an idea, research and organize. Draft: Get things down on paper. Clarify: Revise your draft. Edit: Remove the excess. Proofread: Get it all correct; ask for help – four eyes are better than two.

Inverted Pyramid A useful guide for organizing your news release Readers start at the top. Editors cut from the bottom. Really Important Facts Who What Where When Why Useful detail and history Information that helps readers Information that provides context

Writing for the Web Search Engine Optimization -- SEO 74.3% of consumers use Google to find info on Web AYTM Market Research

Writing for the Web Google Search Engine Optimization Starter Guide Offer quality content and services –Compelling and useful –Unique Write easy-to-read text –Scannable –Bullets –Headings and subheads –Short paragraphs

Writing for the Web Google Search Engine Optimization Starter Guide Promote your website to increase backlinks Create unique, accurate page titles –Keywords Write a description Improve your URL Plan navigation based on your homepage –Priorities

Writing for the Web Provide unique content –Duplicating info dilutes search results –Link to others’ information Use words your audience uses Repeat keywords –In titles, subheads, first sentences, cutlines, etc. Develop several short articles instead of one long one Use and identify images

Writing for the Web Link to complementary content Include a call to action –So what? Who cares? Avoid PDFs Think mobile If time, find an example of a website with these characteristics

Blogging One news release = multiple blog posts. focus more directly on your key messages add context and depth to your subject help users get directly to the content they need

Blogging Connect the content to a real-time, real life scenario Think (and possibly write) about why the reader should care about this post now. Why is the post timely? How can the post impact the reader's life?

Blogging Be present as the author In news releases, the author is absent. In blog posts, you need to be present. Write in the first-person Refer to your stories and experiences. Be real. Share some of yourself.

Blogging Include a picture. The web is visual. Pinterest, Instagram, Facebook and other tools use images to make shared content more engaging. Photo by doug

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