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.