PR must be confused. A press release is the basis for a news release in the media, isn't it? Well, you have BL Ochman saying that the press release is dead. In fact, the search for a “press release is dead” on Google gives 14,400 results.
And the BL points are great: "Respect today's reality: take the time to write less, and that means more." And: “Do you want to win coverage? Start by discarding the broken old press release for print. Think, because on the Internet you do it. "
K, can not be an argument. Then we hear that Facebook is a new press release that was put forward by Robert Scoble.
Hang on there sport, many in the industry say, press releases are great; they just have to be social in nature. Who is speaking? Todd Defren, for one.
Wait, Greg Jarbo says not so fast. Social press releases, in fact, are felt trunks.
No, guys, you are mistaken, says Brian Solis in his complex, thoughtful case for social release.
Is your head spinning?
Listen, this is how I use press releases, and why I find them valuable to my clients.
First, the press release — devoid of corporate nonsense — does provide a reliable backdrop for the news media. In addition, the press release is optimized for search suggestions:
* Links back to the client’s site, directly managing the relevant traffic
* Search: An optimized release allows media and consumers to find company news based on key terms optimized for search.
* SEO-optimization: optimized issues distributed in search engines, improve the search rating of companies based on key conditions
* Fresh Content: Hanging an optimized release from the company's website is a great way to add fresh spider-friendly content that increases the visibility and page rank.
* Nail of two birds with one stone: An optimized release sent through PRWeb provides placements while simultaneously increasing search ranking and online visibility
* Measurable results: combining client site analytics with data provided by an online distribution service that clearly indicates to the client visiting their site, based on the release optimized for specific search queries
* Rich media: online releases offer the ability to interact with a brand through images and videos, which is becoming increasingly important in the universal search equation.
The fact is that my company recently sent an optimized release that provides both placement and increase of search rankings based on optimized key phrases.
True, we have provided significant media coverage through careful manual submissions. My point: one PR tool does not need a pronounced DOA, in favor of another tactic. All effective tactics can and should take place as arrows in the marketer's quiver.
My suggestion: Write search optimized editions. Submit them to get search transactions as well as media placements. Then the carefully targeted media streams (including bloggers), as suggested by BL, are relevant, concise and useful. After that, explore all the other creative ways of providing publicity for your clients. From the blogger's reach to use relevant social networks, do not leave a stone unturned. A post on Facebook wall for a journalist? Of course - if all your fundamental bases are properly covered.
This is a great combination of several smart tactics that provide maximum online exposure for your customer's news.
Is the press release dead? Yes, if this is the only tool that you use, you probably just add more corporate fluff, and clutter up editorial investments with your voluminous investments. But thanks to the network, press releases are more relevant than ever, as a tool to ensure both media placement and the impressions received as a result of the search.
