Online Press Release Distribution
диваниA well distributed press release provides a variety of benefits to any business. In years past a press release may have been limited to those organizations or individuals subscribing to a news service. They would only gain wider distribution if they were picked up and reported on by other media outlets. Today they can show up in any web browser where Google or Yahoo news is read or in email clients such as Outlook or Endora. Using an online facility to distribute that release provides the added benefit of gaining a permanent place on the internet and an additional link to enhance your web presence.
There are public relations professionals who would tell you press releases should address the media. Their roll in the past was to handle the press release for a client and gain distribution through media outlets. They prefer to describe releases geared toward potential customers as news releases. With the expanded variety of outlets the Internet now provides your chances of benefiting from your efforts to distribute your information directly to the Web improves exponentially.
In his book “The New Rules of Marketing & PR,” David Meerman Scott addresses the topic “News Releases in a Web World” stating
“The media have been disintermediated. The Web has changed the rules. Buyers read your news releases directly, and you need to be speaking their language. Today, savvy marketing and PR professionals use news releases to reach buyers directly.”
Meerman goes on to define “The New Rules of News Releases:”
- Don’t just send news releases when “big news” is happening; find good reasons to send them all the time.
- Instead of just targeting a handful of journalists, create news releases that appeal directly to your buyers.
- Write releases that are replete with keyword-rich copy.
- Include offers that compel consumers to respond to your release in some way.
- Place links in releases to deliver potential customers to landing pages on your Web site.
- Optimize news release delivery for searching and browsing.
- Add social media tags for Technorati, DIGG, and del.icio.us so your release will be found.
- Drive people into the sales process with news releases.
PRWeb provides an excellent vehicle to publish your press release. If you feel comfortable building you own press release the costs to distribute them through this outlet make the press release a very competitive advertising outlet. As of this writing, a basic release that will get distribution through Google and Yahoo, as well as a permanent place on the PRWeb site, for a mere $80. On the high end you can include embeded video, get distribution through nationwide publications such as USA Today, news wires such as The Associated Press and received professional consultation for $360. There are additional options in between.
When building your release, keep in mind many of the organic search principles you would use for preparing any web page. Keywords with pertinent links back to relevant content on your site are important. At the same time you don’t want search optimization to mute the impact the content will have on the viewer.
