- It determines whether or not a journalist will consider the press release newsworthy and worth reading.
- It drives social sharing (or discourages it), based on the topic and how compelling it is.
- It impacts click-through rates on search engines, depending how well-written it is.
- It has a huge impact on search visibility (SEO), if keywords or phrases are integrated correctly.
Not only should it be well-written, compelling and seeded with a keyword or phrase – low on hype, please – but length matters more than most realize. Here are a few quick guidelines to keep in mind.