Does that sound like a great headline for an online press release? If so, this article is for you - because that's a terrible headline for an online release.

Below you'll find the "new rules of press releases" - updated for the web.

1) Choose your audience

Is it reporters, bloggers, or other media contacts? If so, you've got to give them a story that their readers would care about. That's probably not your "brand-new Oak Hills swimming pool expansion."

Perhaps it's really potential customers or clients who'll search online for information about this topic on the web and stumble across your business.

If your answer is that you're writing for customers, focus on their interests, needs and priorities.  Are they considering wellness programs for employees? A press release about the cost savings from a client's wellness program would undoubtedly spark interest in your company.

2) Pitch a story, not your company.

For example, if you're trying to get the media's attention, human interest stories are an obvious opportunity for just about every wellness business. For example, if your gym has helped an obese family of four reach healthy weights, a headline like "DES MOINES FAMILY OF FOUR LOSES 500 POUNDS" might grab a reporter's eye.

If you're trying to get the attention of potential customers, informational releases can draw them in. Press releases that offer holiday fitness tips or a list of the latest healthy eating trends are great examples of informational releases that appeal to both consumers and the media.

3) Avoid self-promotional fluff

Traditional health club and personal training studio press releases brag about new products and equipment, new staff, and new facilities.

Unless they're working for a local business journal, reporters will kick these "me, me, me" releases to the curb. They're just not newsworthy.

4) Include a call to action

The web makes it easy for the interested reader to take the next step.

Avoid an out-and-out sales pitch, however.

Perhaps they can download a white paper or report on best practices in corporate wellness, read a list of tips for keeping your kids fit on your website, or sign up for an online seminar or newsletter.

5) Include contact information.

Make it easy for people who see the release to get more information. Include the name and title of a suitable contact, plus email addresses, instant messaging IDs, Twitter and Facebook info if appropriate, as well as  phone number and your website address.

Don't put a spam filter on this email address, because inquiries may be inadvertently discarded. Respond immediately to inquiries.

6) Pick the right distribution service

Choose a distribution service that includes Google and Yahoo News. Most free services offer limited distribution, which defeats the purpose.

We usually recommend PRWeb. Prices start at $80, so it's affordable. That's important, because you'll need to send releases throughout the year to get the greatest publicity benefit. 

The traditional services - PRNewswire, MarketWire and BusinessWire - are generally more expensive without offering substantially greater features for most health and wellness businesses.

7) Optimize your press release for the web

Make a list of keywords before you write your press release. Use those keywords in the title and throughout the release.  This step is critically important in helping your press release appear high in Google, Yahoo and other search engines.

8) Take advantage of the "extras"

Use all the online features you've paid for when you distribute your press release online.

Services like PRWeb allow you to include "extras" like a PDF version, ALT tags (descriptive text which appears when images don't load), BlogThis buttons, videos, extra images, and more.

These features improve visibility of your press release in search results. They also provide far more information to people who read your release and want to know more.

9) Create a landing page

Create a special web page just for people who click through the press release to your website. Don't send them to your regular home page. Send them to a page tailored to their interests.

If you can't create a special page just for this release, at least think about which page on your site would be the best fit. For example, if you issue a press release about weight management, send them to the "Weight Management Programs" page on your site - not the main home pages that talks about all kinds of topics.