How Many Hyperlinks Should You Include in a News Release?

I’d say the more, the better, especially since most releases include too few.

As evidence, I just looked up the latest release from six random but major companies. Here are the results:

1. Microsoft
4 links in 2,000 words (though 3 of the links point to the same webpage)

2. P&G
1 link in 600 words

3. The Red Cross
1 link in 1,000 words

4. Disney
0 links in 450 words

5. Johnson & Johnson
5 links in 2,500 words

6. CVS
2 links in 850 words

I hope you’ll agree that most of these are light on the links. In fact, if you look closely, you’ll see the actual numbers are even lower, since most links simply point to the company’s own website or digital channels.

By contrast, here’s a “real” use of a link, from the first sentence of J&J’s release:

“New data from the Janssen Pharmaceutical Companies of Johnson & Johnson will be presented at the American Society of Clinical Oncology Genitourinary (ASCO GU) 2018 Cancers Symposium taking place February 8-10 in San Francisco.”

In Your News Releases, Use Different Subheads for Different Reporters

Imagine this is the headline of a news release you’re pitching:

“Acme Releases Groundbreaking Shovel”

No doubt, you’re sending this to various media. Shouldn’t you therefore vary the subheadline—if not the headline itself?

As my friend Mike Long explains, here are a few subheads you might use for a business reporter:

• Release expected to boost 4th quarter profits
• First Acme tool built at new all-robot plant
• Last project of outgoing CEO

And here are a couple for a lifestyle reporter:

• First Acme tool built at new all-robot plant
• High-tech features aimed at first-time gardeners

It’s one of the oldest—and too often overlooked—tricks in the press playbook: different audiences deserve different messages.