Posts tagged: Press Release

RELEASE the PRESS RELEASE? To Deliver SEO or Not to Deliver SEO? That is the Question…

By , December 26, 2013 9:44 am

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Up to this moment in “cyber news”, the press release has worked as a significant contributor to what we used to call journalism.  The press release was able to give reporters and editors at newspapers and magazines – print, and TV, radio — broadcast media an essential story.  Relevant information was the currency between news makers and news reporters.

Now, there are so many omni-media ways for the PR practitioners to reach their audiences:  blogs, tweets, social media, e-mail newsletters, webinars, et al.  And, in this cyber world, search engines provide another major tool for omni-information seekers.   The press release remains useful as always, if it is relevant in this new environment of Search Engine Optimization (SEO).  P.R. managers and marketing directors may possibly add “journalist” to their job descriptions, since at this time they manage many more operations and produce publishable content, which can directly reach their key audiences.

If there was a period when the preponderance of media might have been a problem for a public relations operation to continue using the press release, it’s no longer the case.  One of the reasons the release gained publishing power, is because it helps to deliver the coveted SEO.  As such, these optimized links have brought companies their most useful keywords, helping them to obtain more acceptance on the Internet.  This is now a successful strategy to aid brands and companies with their online presence and recognition.

However, these optimized links are being questioned.  Some industry voices have described these as “link devices,” warning that the anchor text in the news release will no longer build a company’s SEO and creating more links may even damage SEO.  Thus, brand content groups that produce readers to build “unnatural” links will be seriously stymied.

Point — Counter Point!!

by Art Winters Dec2013

 

As always, if the press agent dished out bad information, the media rejected it.  If they provided valid news of relevance to the media’s audience, the media appreciated the helpful, newsworthy information.  There are fewer gatekeepers to filter the news, aka content.  Then as now, high content stories provided in today’s press releases could still service market education and offer online discoveries through the omni-channels.

Therefore, we believe the press release is still a valid marketing strategy and tool, even if it is different from the past.  It needs to strive to be an effective communicator of authentic and timely content.

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

EDITORIAL AND PRESS RELEASE – P.R. influence through $$

By , October 31, 2013 10:06 am

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PRESS RELEASES BY PUBLIC RELATIONS COMMITTEES lead to content that functions like press releases but are paid-for in so-called NATIVE ADVERTISING. Here are some vital questions to consider:
Is a brand’s PR’s use of mobile media a sign of authenticity?
Will media have explicit editorial surveillance for a press release content that is paid for?
Will editorial content now be dominated by press releases in omni-media and omnicon?

Also, if Native Advertising consists of paid-for deals made between PR committees and a variety of media, how will reward advertising affect authenticity? Will the significant audience care – as long as they are rewarded? (see our July 2013 blog on Native Advertising.) (reward-based advertising rewards consumers for interacting with branded-content in their favorite mobile apps.)

Considering these new forms of PR content, what will editorial content become? Will it lead to an erosion of inconvenient factual positioning found in Brand Marketing Communications?
Will the PR factions of Brand Management actually create “contracts” between Brands and Media? Will the media be receptive to this idea as it changes the role of gatekeeper — to what exactly?

drawing by Art Winters

drawing by Art Winters

Now that we have omni-tweets and facebook updates and e-mail blasts, what will the consumer believe is the real story of the brand’s positioning, its image and meaning? A significant answer to this question is in the changes in marketing communications. We now have so many more methods of messaging and outlets for those messages: e-books, infographics; blogs, social media, email newsletters, webinars, … , not to mention, the traditional media that still exist.

These can be effective especially when they are a creative part of a brand’s PR and marketing campaign strategy. News outlets still need connections with the people and stories behind the brand.

The press release that was, is still useful. However, it is so much changed. What is needed now is relevant content that truly involves the receiver. The receivers of press releases used to be the media gatekeepers – reporters and editors… but this has changed due to the advent of social and mobile media, company websites and blogs. And a serious reality in this new age of PR is that the receivers of press releases are now almost any audience … and the harsh reality that content providers must face is that their press release content might never be read!

The evolution in information exchanges now requires a whole new
Brand Think!!

What do you think???

 

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

The Press Release — what works, what doesn’t

By , September 7, 2013 10:15 am

Before a fashion designer (and most start-ups these days) will turn to advertising or other traditional forms of marketing these days, they are most likely to use PR first. Why? Because of the broad reach and cost efficiencies PR is capable of delivering.So for those of you first embarking on a PR campaign, or maybe just starting to send press releases, here’s some do’s and don’t’s.

Don’t – Waste the time of the recipient of the Press Release

Spew of a lot of press releases just to make “noise” – they are not appreciated by editors and will not be read and when you have something that’s really important, guess what?  Straight into the trash.
- Noisy press releases include, so-and-so has just joined the firm as CFO.  If so-and-so isn’t well known, it’s not newsworthy
Meander around and tell a long story with the point, or news nugget, at the very end.
- If I gave an example here, you’d be asleep or gone by the time you hit the third line
Assume the recipient understands your industry’s jargon
- Jargon-type press releases include, The CFO of LIMA is a featured speaker on the USPTO IP panel at FSLV.

Do – Get to the bottom line(s) quickly

Create a catchy, SHORT, newsworthy headline which gives the bottom line in it – like a news story headline.
- LVMH Gives Middle Finger To Hermes, Acquires More Shares Despite Enormous Fine
If you have an existing relationship with an editor, separate their press release from the rest and customize it
- Susan, I think this information will be useful to the article you’re preparing
Make sure to put in quotes from key players in the action – it increases likelihood of the quote and point being picked up
- LVMH CEO Bernard Arnault had this to say about the situation….

For other tips, all necessary to create a powerful press release, and to increase your branding, check out the two links below.

http://www.prdaily.com/Main/Articles/15014.aspx?goback=.gde_64854_member_266792579#

http://www.nwcphp.org/communications/news/the-nine-components-of-a-press-release

 

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.

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