News editors don't like press releases and will re-write stories so they sound as little like press releases as possible.

The most common thing is to remove hyperlinks, and even company names in more extreme cases. (I do it myself on our newsfeeds "a major airline company reports", for example). So how can PRs try to preserve the most important elements of their press releases?

One basic one - use the full web address as the company name so that even if hyperlinks are removed readers can copy and paste the address.

Please add other useful tips here....

Might be name of the article should be attractive and even controversial. If people are intrigued with the name; it's the first step towards making them read the article - and that's what editors want.

Don't forget that editors have specific needs too - one is to publish things which are different and more interesting than others publish - even if they came from the same source.

That is definitely the most effective method - and the most time-consuming!

Yes, Jenny.
In korea. I think this type( news release) is still comparatively unfamiliar, though they start to use advertisement in the form of news release.

Thus, I think when we translate or rewrite the story, we need to consider the detail of every words.( more reader friendly, I mean) It would be much more intriguing if it is not just like the news!