Top tips on PR writing for the web

Copy for the Internet therefore needs to look a little different and be a whole lot more concise. It's a good rule to apply when drafting copy for a client's website or even electronic newsletter. It's an even better rule to apply when drafting media releases.

To ensure that your story is not only placed online by the online editor but also read by the Internet user, my first suggestion is that you craft releases specifically for the web. Here are my top tips on writing for the web:

• Keep media releases to 300 words or less and have them pre-approved by your client.
  
• Make sentences simple and to the point.
  
• Use the inverted news pyramid system.
  
• Think in enticing headlines and then descriptors.
  
• Use one idea per paragraph which shouldn't be longer than three sentences.
  
• Keep headlines to six words or less with one verb (generally ends in an ‘ing') where possible.
  
• Don't be afraid to use sub-headlines to break–up big chunks of text.
  
• Employ link lists which link to related or background information or articles at the end of the release.
  
• Tell the story visually wherever possible; we're always short on good quality images.

Remember that you don't need a breaking news story to make the news. A client that can provide insight or commentary on an existing news story is someone that we'd like to hear from too.