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If you submit press releases for online distribution, you want them to be effective. An effective press release contains at least six elements. These include:

  1. Headline – Just like a news story has a headline, your press release must have a headline. Your headline should grab your reader’s attention, state succinctly what the story is all about, and be well optimized for search.
  2. Lead paragraph – The lead paragraph should contain the bare essentials of your news story: Who, What, When, Where, Why, and How.
  3. Body content – If you want your press release to be effective, it should be structured the same way a journalist would structure a news story. That’s typically an inverted pyramid structure where the most important information is near the top and you work through to the least important information at the bottom.
  4. Quote – Don’t ever send out a press release without at least one quote. The quote should come from a credible source, be realistic-sounding, and offer something new or interesting the rest of the press release content doesn’t cover.
  5. Contact information – Your contact information and your public relations team’s contact information should be on your press release.
  6. Search engine optimization – The only difference between a traditional press release and an online press release is that your online press release must be optimized for search. Otherwise, what’s the point?

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