Press releases aren’t just about pick-up anymore
Published on June 7th, 2011 by Jolon Craw
In the traditional sense, the distribution of news releases had one goal in mind: pick-up or coverage.
With the explosive growth of social media reporting and the extensive networks of people that are influenced by social media, there is an increasing need to structure press releases to speak and reach out to more than just your traditional print and broadcast media outlets. Bloggers are equally important to address. In fact, some of the more prominent bloggers carry as much, if not more, weight as their traditional-media counterparts.
Not only do you want to expand your distribution to the various types of media outlets and audiences that exist, you need to format your release differently as well. Social media press releases allow you to include various types of additional elements – video, images, social sharing, etc. – so that you’re giving a social-media-driven audience exactly what it needs in one fell swoop.
Social media has, in a sense, leveled the playing field. Back in the “old days,” press releases were only sent by large companies. Now, we see a steady stream of news releases coming from smaller entities that are looking to get the word out about an event, awards and achievements, a product launch and a multitude of other topics. Yet they don’t always take into consideration that they can gain even more traction from a news release than just reaching out to the media by optimizing it for search engines.
To quote Nick Shin, Marketwire’s search engine marketing and social media manager, “The essence of SEO begins with having consistent, relevant, unique content.”
Below are a few tips that incorporate both social media and search engine strategies that can help you take your news release to the next level:
- Consider social media and search engines.
As you write your news release, make sure that the first paragraph of text contains the primary keywords that describe your business or entity. This will influence your ranking on search engines, making it more visible so that interested parties will come across your information.
- Content may be king but relevance is godly.
Write a release with content in mind as opposed to a sales pitch. Relevant information, keywords and links to your website all assist in getting in front of the right eyeballs and “share” buttons.
- Remember your shelf life.
Content is a lot more evergreen online, lasting weeks if not months, as opposed to the ”one-shot deal” that news releases used to be. Factual information is more likely to be visited by those who are actively seeking it. So, position your news release as a long-lasting source of information and it will benefit your brand even if it wasn’t published in the morning paper.
Want to learn more? Marketwire and HubSpot have partnered up to provide a free six-part webinar series: How to Supercharge Your PR Program with Social Media. Sign up today!
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