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B2Press Editorial Guidelines for Press Releases

Online PR Service | B2Press, distributes press releases to help organizations and brands keep their target groups notified of the developments about themselves. For a press release to attract both readers and journalists and become widespread, it must include up-to-date data or information about the topics the brand seeks to focus on, thus making those topics newsworthy. However, there are some principles that must be followed so that the details requested by the brand can be accepted by journalists and approved by the editorial principles of B2Press to be included in press releases. Otherwise, B2Press has the right to refuse to send out the press release.

The principles to follow are as follows:

  • Headline: Press releases to be served by news agencies or media lists shall involve headline suggestions that include and exclude the organization's name, brand, or product. The use of the brand name changes from country to country.

  • Advertisement:Press releases are used to communicate the developments about organizations. Therefore, press releases shall not include phrases that could be perceived as advertisements, such as "don't miss this opportunity, free of charge, click now." "You" language that directly addresses consumers shall not be used.

  • Brand/organization spokesperson: Press releases are filtered by media members and delivered to the brands' target audiences. Therefore, a spokesperson to act on behalf of the organization or brand shall be included in the press release to establish a trust-based bond among the reader, the organization, and the media.

    Two spokespersons can be included in a press release at the most. More than two is not preferred as it would be confusing and distract from the purpose.

    Particularly in press releases dedicated to areas of public interest, such as health, the information is provided by an 'expert' (e.g., a doctor) rather than an executive.

  • Keywords:In order for press releases to rank high in search engines, only a limited number of keywords related to the topic that the brand seeks to highlight shall be used in the text. This is because too many keywords or phrases could prevent media institutions from distributing the press release. Email distribution to media lists may also be perceived as "spam" (unsolicited email).

  • Newsworthiness: Press releases that are not newsworthy and lack a focal point are not considered worthy of publication by press members and do not attract readers' attention, either. For this reason, press releases shall be based on current events, situations, and trends within the framework of the topic addressed.

    Read our blog to learn more about creating newsworthiness in press releases.

  • Content: The language used in press releases shall be clear and fluent. Spelling rules shall be followed, and sector-specific terminology or foreign words shall be avoided. Furthermore, the source of the data used within the scope of the subject shall be indicated in the content, and the link to the reference shall be added to the relevant section. The data used shall be up-to-date, and the readability of the release shall be facilitated with subheadings.

  • Content Length:Depending on the country/region, press releases shall be between 350 and 400 words on average. When the word limit is exceeded, editorial teams work on the text to shorten it. If the content wants to be distributed longer than the suggested word count, extra payment is requested. The extra payment amount changes according to the package and target country. The information will be shared if requested.

  • Images:Images used in press releases shall not contain advertisements. The image shall be chosen according to the subject matter. In some countries, an image with a logo may be used. However, photoshopped images should never be preferred. Only licensed images can be used for distribution.

  • Contact information: Contact information shall be provided at the end of the press release so journalists and readers can communicate with the brand representative. Contact information shall include name, phone number, and email address. The phone number preferred to be a corporate line.

Topics and phrases that shall not be included in press releases

  • Praises and subjective characterizations: Unverifiable statements such as "most reliable, leader, most important, pioneer, fastest, most-favored" shall not be included in press releases.

  • Detrimental/negative statements: Content containing insulting expressions or personal opinions that aim to harm or take revenge on a person or group will not be published. These include “hate speech, statements that provoke violence, racist, prejudiced or biased statements or messages that defame, humiliate or disgrace other companies.”

  • Legal references:Only closed cases can be referred. Such press releases may be served by providing a copy of the case record or case number.

  • Copyright infringement: Content copied from other brands' work shall not be served. Each press release shall be original and unique.

  • Obscene content:Distribution of press releases containing sexual material, swear words or illegal arguments is prohibited.

  • Health supplements:Information on health supplements, especially those related to sexuality, shall not be included. Information about surgical treatment or disease that has not been verified by a healthcare provider shall not be used.

  • Money-making messages:Press releases shall not contain any marketing plan on how to make the reader rich. Content that encourages gambling by referring to online betting platforms shall not be served.

  • Celebrities:The name of a celebrity or statements of people from different organizations shall not be used in press releases without permission.

Rules on NFT and crypto assets

  • Listings on CoinMarketCap: All crypto assets featured in a press release must be listed on CoinMarketCap or have had an ICO (Initial Coin Offering).

  • NFT projects or collections:CoinMarketCap uses data partners to list verified NFTs. NFT projects or collections shall be listed as "Tracked Listing" or "Verified NFT" on at least one of the data partners used by CoinMarketCap.

  • Crypto fraud recovery services: Crypto theft and fraud recovery services shall not be covered in press releases.

  • Comparisons:Comparisons with other crypto-currencies shall not take place in press releases.

  • Recommendations: Press releases shall not contain any investment opinions or recommendations.

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