360DigitalInfluence

Last week I participated in a Bulldog Reporter Webinar about writing for the web. In what turned out to be a very interesting (and packed) hour, that several of the other panelists have since posted about, we talked about

• The changing media landscape and traditional media’s presence on the web
• How to write for search and web readability
• How and why to write for a variety of media, including press releases, blogs, social networks and twitter

I think the basics of the “how” to write for the web are important – and there are tons of resources out there that cover the basics. But what was more interesting to me was the “why?”, and how it not only relates to those who are developing content specifically for corporate sites, but also to traditional pr practitioners as they are writing press releases and client communications

PR practitioners are no longer writing only for the press. Accessibility and information sharing has changed as empowered consumers are searching for their own information. So here is my list of whys and what they mean for PR writers.

1. Consumers are finding press releases through online search.

• Use key words in release titles
• Include links to more information in the releases
• Consider visuals – online readers are used to images
• Tell your story efficiently – online readers scan for headers, bullets, and key phrases

2. Consumers look to company press rooms as sources of information.

• link to third party and social media sources
• use conversational tone
• again, incorporate multimedia
• solicit feedback from your consumers – listen as much as you talk

3. Editors and reporters are reading blogs regularly (more than 57% according to a recent study)

• you should be reading blogs too – keep up with (and ahead of) the curve
• consider a corporate blog to help tell your story

What other tips do you suggest?