A recent study of Journalists in the US (stated in PR Week) found news releases are used by 90% of business journalists as sources for story ideas.
However, as 54% of those same journalists say they also turn to bloggers, press releases must go beyond simple text and incorporate features like links, social media tags, images and when possible video.
Quick technique tips:
1 – DO include links to pages where multiple instances of your key words/phrases reinforce your message
2 – DO place terms in key positions like headlines and first paragraphs
3 – DON’T go link crazy – too many links confuse journalist
4 - DON’T use low res images – opt for high res multimedia that can easily be used (or provide links to high res)