Wednesday, March 05, 2008

Keep Your Press Releases Relevant

Craig McGuire of PRWeek recently shared tips on how we can all keep our press releases relevant to the rapidly changing times. According to McGuire, “In this digital age, social media and video elements are essential.”

News releases are used by 90% of business journalists as sources for story ideas and 54% of the same journalists also use bloggers for story ideas. McGuire urges his readers to go beyond simple text and to incorporate links, social media tags, images, etc., into all press materials. It is crucial to give journalists all the resources to use our releases and to offer bloggers and social media site users the same tools.

McGuire then goes on to highlight the dos and don’ts of keeping your press release relevant:

Do
- Include links to pages where multiple instances of your keywords/phrases reinforce your message.
- Place terms in key positions like headlines and first paragraphs.
- Distribute a release through a service that carries hyperlinks to downstream sites such as Yahoo Finance, AOL News and Netscape.

Don’t
- Go link crazy. Too many links will confuse journalists and draw focus away from key messaging.
- Use low-res images. Opt for high-res multimedia that can easily be used by layout pros.
- Use all tools, all the time. Focus first on the message. Use the bells and whistles to complement the campaign.

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