Oct 14, 2010

Twitter PR Tactics: Writing a Tweetable Press Release

Twitterers are enthusiastic sharers of information of all kinds, from breaking news and blog posts, to press releases and media kits.   Harnessing the power of this important social media network can really give your PR campaigns a boost. Here are some tips on writing press releases for Twitter that will help ensure your messages are easy for active Twitterers to share.

A well-crafted tweet of a press release that incorporates keywords and hashtags

1.      Write a succinct, “Tweetable” headline.  Messages conveyed on Twitter must be 140 characters or less, however, best practices for writing Tweets suggest that you should leave some characters available to allow others to share (or “ReTweet”) your message.  Our advice?  Keep headlines short – no more than 100 characters, which leaves plenty of room for others to comment – and for the URL linking back to your story.

2.      Make it easy for people to link to your story.  If you’re e-mailing a pitch to a journalist or blogger, be sure to include a link to the online version of the message.    PR Newswire takes it a step further, embedding a variety of sharing tools for Twitter, Facebook and a host of other sites – within the press releases on our web site.   A shortened URL is even more convenient.

3.      In a short headline, the language you use counts.  Focus your message on what the release is about, and use the keywords people use when discussion the topic at hand. No one wants to re-tweet convoluted jargon.

Paying attention to these details can significantly expand the audience for your press releases and other messages.  According to ExactTarget’s report, ”Subscribers, Fans & Followers: The Collaborative Future,” Twitter is the channel that’s most likely to drive increases purchases and recommendations after a person chooses to follow a brand.

What other tips do you have for making content easier (and more attractive) for Twitter users to share?

Authored by Sarah Skerik, VP-social media

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