Download Media-Centric Body Copy Page
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Now that we're working on the actual body of your release, it's important that you have a message that is professional, somewhat newsworthy, and really connects with your audience. Think in terms of what your release will look like in print... and whether it will garner further attention by journalists.
1. Everything Up Front - Aside from the date and location (and the PRWeb tag) it's important to very succinctly but with sufficient information condense your release into a single paragraph. Make sure that you write it in such a way as to make your reader say "I have to see more". Then craft expanded body copy to give them more.
- The First Paragraph says it all, succinctly. If that's all they read, they should "get it".
2. Quotes for Impact - One of the most memorable element of any release is to ensure one of the management team comments relative to the focus of the release. So if your release is about your new
basketball, have the President talk about why it's special, how the company arrived at that product, etc... these sound bites get repeated.
- Interview Yourself. Ask yourself the key questions that accent your release focus.
3. Keywords - If you thought keywords in the headline, and keyphrases in the summary were good – wait until you have 350–1000 words of content you can play with. I suggest you not try to cram in every keyphrase... just enough to reinforce your message and ensure your release speaks to your web audience. Avoid more than 5 of the same keyphrase per release.
- 3 similar Keyphrases,5 total per release, 3 different as Anchor Tags in links.
4. Expand on Title, Summary - Now that you have a whole page or two to expand on your message, remember to not go hog-wild and write about everything under the sun. Keep your message focused on your primary and secondary messages... the ones in your title and summary.
- Reflect on your TITLE and SUMMARY in your BODY COPY for a clear message!
5. Close With Action - If you want your release to give you both on AND offline results, you'll want to provide action items that the reader can act on. Provide a free download, a whitepaper or a contest, give the viewer a reason to do something besides go on to the next release. PR designed as Landing Pages to your site get 70%-300% returns.
- For results, focus your PR content with an ACTION item for the viewer.
