By  : Linda Kaun

Spread your news stories directly to your target audience with the power of online press release distribution.

The old media format of sending a press release to specific media-be they magazines, TV, radio, or newspapers-and hoping a journalist would pickup the story is not so relevant in today's online world.

Consumers, your B2B clients, or specific industry media sites are just as likely to find your news online....if you know how to write an effective online press release.

What Are the Benefits?

Online release distribution can:

• Drive traffic to your website
• Improve your search engine rankings
• Increase your company's visibility
• Attract writers and bloggers to cover your story

What Should You Write About?

• Your new product launch
• Nominations for or awards won
• Key personnel changes
• Upcoming trade shows
• Innovations you bring to the marketplace
• Speaking engagements
• Been to an industry conference?
• Sponsoring a charity event?
• Use your imagination to keep your name in view

How is the Online Release Different?

There are several differences between the old style releases and those used today. The key is this shift toward a wider audience. You still want to write your release to the media you're seeking to cover your story, but realize anyone can read it online.

With that in mind, don't write a press release. Write a full news story. The online viewer will read it directly. Plus any journalist is likely to incorporate major sections of your story into their final article.

Certain restrictions don't apply any longer.

Releases can be longer than the old rule of one page double-spaced. Now a 500-word press release, or less, is quite standard. And you don't have to have all the main information of who, what, when, where, how and why in the first paragraph. Plus you can now openly promote your company, program or services in your press release.

Do keep in mind this is still a news release. The story must have a newsworthy angle to it.

Getting the Most Out of your Online Press Release

Ask yourself these questions: What do you want to accomplish with this release? What's your goal? Introduce your new collection? Tell about your trade show award? Be clear on this and stick to the point.

Then you need to decide who your target audience is. Even though others can read this online, you still need to pick a target and keep it focused. If you have different target audiences, write different releases.