An online press release is different than a traditional press release. Instead of trying to get a story written about you, the point is to get visitors to your web site. People don't find you in the Yellow Pages - they go online and search. This will help you get found. Most people don't think of a press release as a marketing tool, but it is. They are a lot less expensive than Google ads and the results last much longer. Unlike traditional pr, an online press release can include these elements: - Links to related web pages - Images and other files embedded and/or attached to the press release - Videos, PDF documents, audio files, or podcasts - Social bookmarking tools that help your web site get found online (like Delicious, Digg, or StumbledUpon) - RSS feeds—essentially a subscription model so people can easily get updates and know when there is new information released - Strategic linking and a logo or picture of a product highlighted in a press release can help distribution and exposure considerably Why send out a press release? Announce something going on in your business or industry. Give tips or information. Give your perspective on current events that relate to your business. Prove your expertise and announce events. There are many things that are worth sending out a press release about. Even big brand names send out stories that not necessarily targeted to the media but to their customers. You can use words like "you" and "yours" which used to be a no-no. You can give information about new products or even helpful tips. Your headline matters. This is what people use to judge your story. And be sure to tell a story - remember this is not an advertisement. Be careful not to be promotional - give information. Rather than sending out a press release to get covered by a journalist, there are other reasons. - Reputation - fill up the search engines with good news. Displace negative news or stories. Build trust and familiarity with your audience. - Branding - getting your name out to more people online. When people hear your name they search online for more information. - News - what is happening in our business. - Sales or leads. - Traffic to get more people to visit your website. - Visibility so people know you are. You don't need the media to filter your message - you can tell your customers directly with an online press release. Remember your online press release does not target journalists alone. If a popular blogger writes about your news it can be better than getting mentioned in a magazine or newspaper. Usually it's called a media blitz and those can be very effective. Even if that doesn't happen and no one reads your press release it's still helping you. The results may take longer to build. They build over time, sending people to your business long after the news is old. The aim of a press release is to ensure you get noticed. Getting noticed means you get clicked on, getting clicked on means there is a very good possibility you may be able to convert the click in to a potential client. It is now a chain of events that leads to good things for your business. Copyright (c) 2010 Janet Blackwell
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