Press releases these days aren't as much about influencing reporters as including the right keywords to attract the web's masses. That's the guidance offered by Tiffany Cherry on SubmitMyPressRelease.com and picked up by PRNews.com. The media keep being overshadowed by the Internet in possibly one of the most fateful trends of our times.
Fateful because we're not all being advised by a common information stream, at least not one as relatively focused as before. Now it's more every information provider for himself, herself, or itself out in cyberspace. We're losing our (usually) trusty filter; marketing is the primal mode. (This is tricky, though, because today marketing needs to be more credible and relational than ever.)
"Today," Tiffany advises, "online press releases serve a purpose just as important of (as) gaining journalist attention was years ago. The current use of the press release in marketing is best targeted toward creating visibility for a company with their current or potential customers, securing credibility on a topic or optimizing a website. These items all fall under the goal of capturing search traffic."
Whether you agree that press releases are being upstaged by the web or not, it's important to come to grips with this new context for their distribution.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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