An online press release and marketing articles must be accurate in the information they present. Any attempts to optimize online press release distribution will be thwarted fast if the information a site or business is trying to present is known to be false or misleading. The foundation of press release promotion is factual statements about the product, services or information being touted in the online press release. With even a hint of misleading, "too good to be true," or inaccurate information being presented in a press release or press release promotion, consumers and readers will be turned off and there will be a low conversion rate (business will likely not be conducted).

Press releases should always strive to contain up to date and essential information as well as offer unique information, products or services but the most essential aspect to any press release is to be completely accurate.

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