I‘m of the opinion that the target audience of most press releases should be the general online public. The Internet gives you the opportunity to distribute your message directly to the public via search engines and online news and pr distribution sites. Your release should be designed to appeal to this audience first and the “press” second. With this in mind, lets call them news releases rather than press releases.

The reason I suggest targeting the public first, is that on any given day, tens of thousands of press releases are flooding the inboxes of traditional media journalists and editors around the world. Your chances of actually getting one of these folks to publish a story about you based on an unsolicited release alone are quite small.

So, when drafting your release, think about how your message will be received by your target audience rather than appealing to the “press”. What information can you give that will inspire them to turn to your business or service to fulfill their needs? What does your news release offer them, that they can’t get anywhere else? A good release needs to give your readers something that they value.

.:Phil:.