Mark Twain once said the rumors of his death had been greatly exaggerated. The same may be said for the press release. It’s not dead. In fact, using them can help build your list.
Those PR practitioners who are spreading these death rumors would have you believe that press releases should never be written, nor distributed. Frankly, they are wrong.
How do I know this? I use releases every day to build my list, as well as my clients.
Let’s talk about the evolution of the press release into a solid tool for helping organizations deliver key messages to multiple audiences in the digital age.
In the not-so-distant pre-Internet past, press releases were aimed solely at trade and consumer media outlets. The media acted as the gatekeepers, taking your information and making decisions about how, or if, to use it.
Organizations today are able to bypass the media filter in a number of ways, thanks to the ‘Net.
Consider this: both journalists and consumers use the web for research. More than 550 million searches are done daily via the web. And, every month, US web-users conduct 27 million searches at Yahoo! News, Google News or other news search engines. According to recent surveys by Middleberg/Ross and the Pew Internet Project:
– 98 percent of journalists go online daily
– 92 percent do it for article research
– 76 percent to find new sources and experts
But you need to think differently about writing your releases in this new age. You can extend the power of your press releases beyond the media by positioning them for search engine pick up. In effect, your press releases become a long-lasting, online, searchable database about your business.
Once properly written with both readers and search engines in mind, you need to distribute the release to targeted media and post them online to extend their reach.
Churning out releases and dumping them willy-nilly on the media is a dumb practice. But using releases as a strategic weapon to reach key audiences across the digital divide is smart PR.
In my program, List Building Promotion Secrets, I help you create a promotion that’s guaranteed to be newsworthy to the media!
Find out more at http://www.ListBuildingPromotionSecrets.com