So I'm reaching out to the Social Media Club and the Society for New Communications Research to weigh in on the issues they think matter most. Whether or not you're planning on attending, the PRSA is an important industry association representing all of us in the minds of many, and I want to do my best to make sure this teleseminar inclusively and accurately covers this topic, which was the subject of some controversy at the recent third Thursday panel with Shel Holtz, Tom Foremski and Brian Solis in San Francisco, when Stowe Boyd asked why blogs couldn't just be used as an alternative to the new media press release. Thanks to Shel for taking the time to record and podcast the panel as a special episode of For Immediate Release: The Hobson and Holtz Report.
As some of you know already, there's been a good deal of discussion online about how the press release should adapt in the network age. I can remember a time when the press release was created almost exclusively for the news media. obviously, today, they wind up posted to the internet, and made available to stakeholders of all kinds, essentially democratizing the organizational news distribution process.
- So I'm asking you all, what do the wires need to be doing?
- Are you happy with the progress that has been made to date?
- Is the New Media Release being adopted appropriately?
- What directions would you like to see the wires moving in?
We've seen a straw man for a "social media press release [PDF]" from SHIFT Communications, the rise of sophistication in the use of search engine optimized press release demonstrating how PR can directly drive revenue and the paid newswire services establish partnerships with social media start-ups like delicious and technorati to help make it easier for people to find news and information that may be genuinely interesting to them via the web.
To talk about where we are today, we've assembled a panel of distribution experts: Sarah Skerik, vice president, Distribution Services, PR Newswire; Greg Jarboe, president and co-founder, SEO-PR; Paolina Milana, vice president, Marketing & Media Relations, Market Wire; Laura Sturaitis, vice president of Business Wire.
I'll be checking in with Chris Heuer about this early next week, and am still trying to get in touch with Todd Defren to see what suggestions they may have as well.
Posts
9 comments:
Sorry I missed you earlier! Try me tomorrow afternoon? I am around most of the week.
Hey Eric, the discussion is much broader than originally captured by the first set of posts by Chris, Shel, Stowe and me.
If you need anything for your panel, let me know. Here's a great synopsis of the activy..
Hi Eric!
I am looking forward to the PRSA Teleseminar on Tuesday.
Here are just three take-away messages that I hope to impart to participants next week, let's call them "My Three Es"
Expand Your Reach
The press release is no longer exclusively a media relations tool but now because of the extensive online reach of the wire services, the it is also widely accessible directly to consumers is viewed and searched as online page of web content.
Enhance Your Release
Adding multimedia assets, formatting, anchor text and hyperlinks and social media tags makes the release a more web-friendly page of content as well as a portal to other information on the topic.
Evaluate and Measure
News releases on the wire provide comprehensive, simultaneous and global reach to both traditional and online media in minutes.
Take full advantage of this spike of activity that inevitably happens when a press release crosses the wire by having your own web site optimized to track this activity and follow the traffic being generated from your optimized press release to your own site.
We will have many more tips, hints and trends to share with everyone on the call!
Hi Eric -
I'm looking forward to the discussion tomorrow. Here are three key take-aways for the audience:
1) Most vendors provide a variety of reporting when you issue a press release. Understand and utilize that data to improve the effectiveness of your future communications. How? Some reports can tell you exactly which keywords generate click-throughs to your web site (not just eyeballs.) Some others can show you with a mouse click who's blogging your press release. Some build online media monitoring into the mix. Other reports show you where (in terms of geography, or media type, or search engine) your viewers originate. This is actionable info you can use to fine tune your next communication.
2) Journalists have told us for years that it's a good idea to avoid company-speak and jargon in your press releases. The same it true for search! Tell your story clearly, using the same language your audiences use when they're talking about your subject. Why is this important? Because if you don't use the keywords that your customers use, you could eliminate your message from consideration by a potentially huge search audience.
3) More than ever, your headline tells your story - in newsrooms, in RSS readers, in search results. Descriptive headlines are a must. If you can work important keywords into your headline and lead, all the better, because search engines pay particular attention to items higher up on the page.
Regards,
Sarah
Use Google Trends to find two or three terms that relate to your subject (www.google.com/trends)
Include these two or three of these terms in your headline and first two paragraphs
Add hyperlinks in your press release to help people find interesting, related content on specific pages on your web site
Hi Erik,
This is Paul Dyer from Market Wire. Thanks for keeping us all on track with your moderation this afternoon. My top 3 tips on "The Future of the Press Release" are as follows:
1. Use all the tools at your disposal to build keyword relevance. As a PR Professional, you should have a hand in the design of your clients' corporate webpages, their press releases, and their presence in the Web 2.0 communities. Decide on the keywords that matter most to you and use them in Meta tags, page titles, with strong keyword densities (somehwere between 2-5% being the commonly held point of optimization), submit your news to Social Media sites with your keywords in the Title and Description, and make sure the External Links you keep are linking to you with the appropriate keyword Anchor Text. Doing all this will build a web of keyword relevance around your client on the web and is sure to boost your overall web presence.
2. Understand that press releases are no longer one-directional. They are the beginning of a dialogue that you need to both enable and support. Be prepared to engage your audience in the blogging and threaded commentary systems on Social Media sites, create a corporate blog to encourage a transparency and open conversation, and respond to the reporting you receive from your commercial partners as to how your audience is impacted by your news.
3. Use all the multimedia you possibly can. You are competing with a plethora of news, and multimedia elements are one of the most powerful tools in your arsenal. Even if you don't have video or images to distribute, embed your company logo as a multimedia element. Do all that you can to maximize the viewing time of a reader. In creating your multimedia releases, do your homework as to which commercial services you use. The technologies that are available vary greatly and using a Web 2.0 platform to distribute your news is critical.
Follow these tips and you may not turn into Microsoft overnight, but you are sure to increase your overall web presence and visibility.
Thanks again for a great teleseminar today Erik!
Best,
Paul
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