Online Press Release

An online press release is a digital news announcement strategically distributed to influence brand perception and control the narrative surrounding an entity online. It serves as a powerful tool for shaping public opinion, managing crises, and proactively communicating key messages to a wide audience.

Online press releases are published on company websites, news sites, and press release distribution services to proactively communicate key messages, shape public opinion, and manage online reputation. They serve as an official statement to address newsworthy events, mitigate negative publicity, or promote positive developments in a way that benefits the brand’s image. By leveraging the reach and credibility of online media channels, companies can effectively control the conversation and protect their reputation.

• Crafted to highlight desired brand narrative and key messages
• Distributed through online news channels and press release websites
• Includes quotes from company representatives and relevant stakeholders
• Optimized for search engines to improve visibility and reach
• Encourages media coverage and online sharing to amplify impact
• Provides a centralized, authoritative source of information for journalists and the public
• Allows for rapid response and proactive communication during crisis situations
• Helps establish thought leadership and build brand credibility

A company dealing with a public relations crisis might issue an online press release to address concerns, apologize for missteps, outline corrective actions, and reframe the narrative in a more favorable light. For example, if a company faces backlash over a product defect, an online press release can be used to acknowledge the issue, express remorse, detail the steps being taken to resolve the problem, and emphasize the company’s commitment to customer satisfaction and safety.

• Engage PR professionals to ensure press release aligns with broader reputation management strategy
• Optimize press release with relevant keywords to improve search visibility for target phrases
• Include multimedia assets like images or videos to enhance engagement and shareability
• Collaborate with legal and executive teams to ensure accurate and approved messaging
• Monitor media coverage and online discussions to gauge reception and adapt strategy as needed