Press releases (PRs) have long been used as a successful method of advertising and marketing strategy. These brief publications are meant to give viewers a quick, but informative, look at a company; the products or services offered, their history, and their customer service goals, as well as other relevant details like promotions or sales.

The nature of the internet is to encourage quick and efficient communication, be it between friends, associates, or, in this case, potential customers. Web press releases have become an irreplaceable aspect of successful marketing strategy, helping to increase business and raise profits. In order to ensure these fruitful results, it is necessary to understand what makes a web PR successful, and how to get the most out of your publication.

The first thing to remember when writing an effective press release is to include as much contact information as possible. The idea, after all, is to attract new business, so you will want to give potential customers as many ways as possible to get involved with your company. The most lucrative PRs contain a contact name (which presents a more personalized customer service experience), phone number, fax number, and address, as well as online contact info such as website and e-mail.

In addition to offering all of these contact options, you will want to encourage people to visit the company website. Because the PR will be read online, the easiest way for people to make immediate contact is through another online medium, and internet users like things to stay simple. Entice them to visit your website by clearly indicating how they will benefit by doing so. The following phrases can be very helpful for this purpose:

 "To view pictures of (current products/past projects/sale items/etc.), please visit (url)."

 "To learn more about (the company history, the staff, current promotions, etc.), please visit (url)."

 "Please visit (url) in order to (receive a free consultation, take advantage of these savings, explore available offers, etc.) immediately."

Another way to bring people to your site is by placing multiple back links throughout the PR. Back links should be associated with key words and phrases in order to intrigue readers to click, and to ensure relevancy. Back links can be a turn off when used excessively, however, so be sure not to drown your PR in blue. A good rule of thumb to follow is to include one back link per 100 words.

Now that you have given viewers ample opportunity to view your website and contact the company, you will want to make sure your PR contains a timely angle. The nature of regular PRs for the web is that they will be released on a consistent schedule, be it monthly, weekly, or otherwise. You will not want to bore readers by presenting the exact same information repeatedly, and a timely angle allows you to present new information with every publication.

But what exactly is a timely angle? A timely angle refers to the presentation of information that is unique to the time of publication. Examples of successful angles include current promotions, sales, new clients, new offers, a change of policy, upcoming events, a new website, or any other current information relevant to business. Using this tactic will ensure that every PR sounds as appealing as the last, and it will help to ensure a steady flow of new business.

Other tips to remember include write in short paragraphs, include a date and location of publication, and do not oversell the company, as that makes readers wary. Follow these simple rules for creating successful press releases for the web and you are sure to see a noticeable increase in business!