Opinion /

Writing for Digital PR

With the increased consumption of online content, organisations are asking themselves how can the content they’re creating be integrated into their overall content plan. Press releases are still an invaluable tool for organisations to communicate directly to their stakeholders, be it online or in traditional media.

At AM O’Sullivan PR, we can analyse your organisation, find clear, concise credible messages and translate those messages into a press release for online and offline media, customers and other stakeholders. Communication of our clients’ messages to the right audiences, through the most effective channels, are crucial factors in achieving results. Digital PR is becoming an increasingly important element in implementing successful communications strategies.

Digital PR, Public Relations, Communications

Here are a few tips to make your press release more digitally focused:

  1. Decide on the right key messages for this press release

    While you may have a key message document for your overall communications strategy, make sure that each press release you draft has a specific topic. What are you trying to communicate?

    When you have decided on these key messages, use them in places of prominence, for example the headline, which carries influence with search engines, as well as in the body of the release. Add to your SEO ranking by ensuring your keywords are up to date. Use a free online keyword tool such as Google Adwords and Key Word Planner to help.

  1. Hyperlink

    Where appropriate include hyperlinks in the press release back to the appropriate page on your website. For example, if you are issuing a press release in conjunction with a recruitment campaign and the page you are linking back to is optimised for “careers” be sure the meta description, titles and image tags and are up to date and the keywords are within the text on the page.

  1. Strike a balance

    Don’t over-hyperlink words or fill your press release with key words. This will cause your press release to be considered spam by some search engines and can be counterproductive.

  1. Keep it short, simple and concise

    These rules apply with traditional press releases, however, for an SEO-friendly press release the ideal word count is said to be between 300-500 words. It is also important to remember to simplify the language used where possible and not use too much industry speak as this is not how people organically search for products and services.

  1. Don’t forget about your boilerplate

    Don’t ignore your boilerplate, you’re potentially wasting valuable space to inform the journalist about your organisation. It also offers the opportunity to add your full website address and hyperlinks directly to your website.


Ann Marie Callanan is an Account Manager at AM O’Sullivan PR. If you would like to speak to Ann Marie about how to integrate digital into your overall communications strategy drop her a line at amcallanan@amosullivanpr.ie or give her a call on 087-6496234.

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