The document outlines 8 best practices for online news writing and distribution: 1) Know what information the public values using web analytics. 2) Use descriptive links to valuable domains like .gov and .edu and link to other extension articles. 3) Write alt text for images that describes the content. 4) Aim for sentences between 5-20 words and paragraphs under 50 words with releases 300-500 words. 5) Use keywords in headlines and first sentences/paragraphs and in subheadings. 6) Continually learn by watching webinars, reading blogs and books. 7) Integrate new and old media like social, video, search engine optimization and mobile for consistency and efficiency.

1. Best Practices for Online News from the eXtension Newsroom Terry Meisenbach, Communications and Marketing Leader Lynette Spicer, Virtual News Room Coordinator June 16, 2010 ACE, St. Louis, Missouri

2. 8 best practices that will help us all be more efficient and successful Work together to get news releases better positions in search engine results for better exposure. (Online Journalism Review: Student journalists need to learn SEO more than they need AP style, http://www.ojr.org/ojr/people/robert/201004/1843/ ) “ Search engine optimization (SEO) bends toward tighter, more focused and more reader-friendly writing.” (from link above)

3. News is information that people need to know to go about their daily lives and be productive. Your news is valuable to eXtension.

5. Changes in the past year for the eXtension news room Number and variety of communities of practice Hot topics in areas where Cooperative Extension has expertise—oil spill Not duplicating content but instead posting an intro and linking to your news Using Twitter feeds

6. 1. Know what the public values Use a Web analysis program. Web analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. You can have access to eXtension Google Analytics.

8. 2. Use descriptive links Use contextual links in your releases. Valued links for search are .gov, .mil, .edu, wikipedia. Strive for one link for every 100 words. Link to eXtension articles. “ How, and where, to hyperlink within a news story” Online Journalism Review

9. 3. Write great alt tags for images Mississippi State uses good cutlines and alt tags. Example: The Chastetree’s flower color varies from lavender to lilac to pale violet and the tiny flowers bloom in small clusters that come together to form larger arrangements.

10. 4. Aim for good lengths Strive for a sentence length of 5-20 words. Make paragraphs 50 words or less. Aim for releases of 300 to 500 words.

11. 5. Write with keywords Use keywords in easy to understand headlines. Use keywords in the first sentence or paragraph. Make subheads active words, keywords. What words would the public use in search? Those are keywords.

12. 6. Keep learning “ Write to inspire someone .” Keynote by Melissa Rach, Adventures in Online Content, June eXtension workshop (URL for Viewing: http://connect.extension.iastate.edu/p29894575/ Duration: 00:54:57) Watch eXtension archived and live webinars. Search out other free webinars. Read books and blogs.

13. 7. Integrate new and old media for greater team productivity, better use of resources, for consistency

14. Interactive tactics Social media Online video Search engine optimization Mobile access Email Traditional tactics Direct mail Television Magazines Radio Newspapers

15. 8. Connect with others Use the eXtension ‘People’ application, tag your interest areas, list the social media you use. Join the communications and marketing community in eXtension. Be the professional communicator for an eXtension community of practice. Share ideas and learning.

16. By sharing and using best practices, we all succeed.