Web content has ushered in a new identity for the press release.
The interactivity of Web sites, with their links, buttons and images, has made communication faster and more effective. In the online editions of national newspapers, words now appear in blue — and if you hover your mouse over them, you may find definitions, background information or related articles. On the internet, pieces of writing are no longer merely black text on a white piece of paper, but layered sources of information that allows one to choose how deep one wants to delve.
Today, press releases are posted online and picked up by Web sites all over the world. Journalists and ordinary people read them on their computer. Where press release content used to be only what was written, the new age of the release affords the opportunity to add depth, explanation and graphic representation to your message — and thus emerges the beauty of the hyperlink.
The hyperlink makes a word a button for more information, and together they make a news release truly participatory. The intention of the interactive release is to enhance content without drawing attention away from the news, allowing the reader to decide where they might need more color. Too many links or unrelated sites will weigh down the content and confuse readers, but just enough give them a greater understanding of the story at hand.
Hyperlinks should direct readers to supplemental materials, such as graphics or animations, the Web site and executive bios, background fact sheets or external references. Links should aim to support the news and answer questions about the technology.
The obvious first step, of course, is to create the supplementary content. Consider what parts of your message could benefit from a clearer explanation. Whether video animations or graphic representations, an investment in these supplements guarantees returns in the form of exposure, engagement and comprehension.
