Press Releases More mistakes are made with press releases in a company's communication efforts than any other. This is because of a deep lack of understanding about what press releases should accomplish as well as a deep lack of knowledge about how to go about accomplishing your goals through online press release distribution.

-- Follow AP Style - The AP Stylebook is a must-have when you write copy for online press releases. There are many good resources available to check your writing style with that of recognized norm.

-- Inverted Pyramid - The Inverted pyramid style of press release writing means simply to include your most important information at top of press release. This is a hold-over from non-digital days and still serves as an essential tenet of press releases that succeed.

-- Creative Presentation; but Newsworthy Releases - The single biggest mistake most releases make is not being newsworthy to anyone but your own organization. A creative presentation or outlook on something that is happening within your business or industry is much more likely to catch attention of media. Will new legislation affect your industry? How does your company solve some problem currently in news?

-- Include Contact Information: Make sure that media have access to your with updated contact information available on your release.

Succeeding with press releases online is simple when you also follow some simple guidelines that should be illustrated within your online pr plan. Collecting Media contact information and building media relationships with journalists, reporters or influential media people is essential and should be conducted with utmost respect for time and attention of media. You waste both media's and your own time contacting people that can't do anything for you When you know who most influential people are within your industry (which is what your research should tell you) and build relationships with them, communicating freely with them at every reasonable opportunity, you are more apt to secure access to select group of publishers and hopefully their larger audiences - in least garnering some "eye time." Then, when you send newsworthy information to those that are open to receiving information about your company and its products or services, you'll see your site mentioned frequently within publications of your select industry.

Email Inquiries: When contacting any one via email; it's better to be safe than sorry. That's why you should follow these recognized principles when contacting someone via email:

-- Be Honest, Polite and Succinct, Be Flashy only in your words: There is typically very little need to send HTML emails outside of advertising. If you're looking for tips on sending unsolicited email, this article is not for you (plus, you should know better!). When you are trying to contact someone to make a proposal or mention your company to them, it's good to be honest, polite and succinct. The media is using email less and less to absorb information, so more your message seems legit more it might generate interest from your list of influential media. Make sure to let them know that you know who they are, what they write about and most importantly how they can help you. Don't make claims you can't support and make an effort to be as succinct as possible and ever-free of blatant advertising.

Blog your way to online PR success - If you have not heard, Weblogs or Blogs are an excellent way to keep not only media but general public informed about your products or services and what you are doing within your industry. Make an effort to come up with something original every day to post on your blog and over time you will develop a loyal audience about topic of your choice. Blogs are also an excellent way to exchange links with other website promoters.

Newsletters/Ezines When it comes to an effective online PR presence, there is no substitute for effectiveness to newsletters and online ezines. Online newsletters help build rapport with current customers, inform them of your current online PR efforts (the perfect place for articles), new company programs or services and provide information on your business industry. Once again, by being a premium source of information for Web users on your business, you'll be taking a proactive approach to communication. While there is much debate on frequency and type of communications that you share with your customers and your potential customers, there is virtually no debate about value that online newsletters and ezine provide in growing your business through online public relations.