New Media Public Relations and Press Release Optimisation
New media Public Relations is about writing and publishing content that is specifically focused on the habits and needs of those using search engines on the internet
- Extends traditional media programs to include a web / media element
- Reaches social and citizen media
- Embraces search engine optimisation (SEO)
- Bypasses traditional media / online editions of print publications – ends up on Google, Yahoo and other search sites
Media are not the only communication channel to the end consumer. Increasingly the consumer - via the web – wants to access news and information for themselves.
With print and broadcast media audiences continually declining “getting found on the web” becomes a desirable and essential marketing and corporate imperative.
There are two ways to write a press release
1) Traditional Media Releases
These are sent and the media will assess, edit, re-write and publish these if they consider the content relevant for their audience. Companies have no control over the final copy.
2) Web Releases
These are drafted with the end consumer in mind and you have the opportunity for the consumer to see exactly what you want.
Disseminating your web releases is more than distributing to online editions of print publications – you need to start bypassing traditional media with your news so it ends up on Google, Yahoo and other search sites.
Why do Press Release Optimisation?
- Daily newspaper circulation is falling and TV viewing in US and Australia TV viewing is declining
- Predominant keyword rankings – supports category, product, campaign and brand objectives
- Reaches new audiences
- Maximise online visibility and exposure
- Gain advantage over competitors
- Measurable traffic and sales
Are you optimising your press releases?
Moosh21
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Reader Comments (3)
Very interesting and informative and certainly opens up a new range of possibilities for communicators. Presumably there will be a time, sooner rather than later, when significantly more people get their information through RSS feeds than they do by reading their daily newspaper?
I agree ...I am loving the fact that you can personalise how you receive your information. You can start choosing the type of information that you want and how and when you want it.
i have also set up my blog as a RSS feed onto my google page
This is really interesting. The digital space is really forcing us to rethink how we communicate with target audiences especially now that there are a myriad of ways to consume information and most bypass traditional channels.