PR-Media-Spin-All That Jazz!
Public relations can be a very powerful, far-reaching tool for small businesses, or even individuals. It delivers a big impact for very little cost. But it can also be trouble when not managed well. It’s definitely a double-edged sword. Just ask Martha or Janice.
Compelling Fact #1
Launch release - MarketUP
Accessed: 39,571 times
Media pickups: 531
Search engine rankings: Google ranging 1-11 within 30 days
Links and leads from Google: Increased 650%
How to get results
Use press releases judiciously as part of an overall marketing and communication mix. The “story” should be interesting and newsworthy, NOT a pure pitch or advertisement. Yes, by all means announce a product or company launch, but make sure the content provides some actual benefit to your audience. Remember that the media are always hungry for stories they can use: Give them what they want.
Compelling Fact #2
New site launch - Beauty Is Science
After only 48 hours
Accessed: 20,861
Media pickups: 351
Our most recent release, for client Beauty Is Science, had impressive access numbers immediately (see results above). Plus, I’ve fielded calls from video newsreel producers, InFlight Focus and an infomercial producer wanting to run stories based on the press release. Excellent way to build buzz quickly when you aren't a household name.
Compelling Fact #3
Social change - Berkeley School District’s inadequate treatment of special needs children
Accessed: 14,150
Media pickups: 208
District reaction: New resources hired, training procured
PR is also a great way to keep your clients, prospects and the community informed about your activities. Because the online wire services are easy to access, many sites populate targeted content automatically with news feeds. For example: you customize your homepage on Yahoo, and choose the kind of headlines you want to see. Yahoo pulls those stories, untouched, directly off the newswires. Automation like this can put you in front of millions of eyeballs. So – make sure that what a reader sees is what you want them to know, because press releases are FOREVER. They are archived, passed around, and searchable.
Compelling Fact #4
Rocket-Hire – Buyer’s Guide announcement
Accessed: 8,698
Media pickups: 320
New Sales: 6
Search engine ranking: Elevated
The other thing press releases can do is raise your profile in the search engines. Google, Altavista, Hotbot, and others constantly query news sites. One well-written release with the right intro and keywords is worth hundreds—even thousands —of dollars in click-through advertising. Our own launch release put MarketUP on the search engine radars faster than any submission process, and is still generating traffic three months later.
Some tips for PR:
• Pick a professional to help write the content. Writing newsworthy material
is definitely a science.
• Make sure the article is focused, and has plenty of relevant data, links,
and quotes.
• Provide a way to make instant contact if someone is interested in
more information.
• Don’t forget to include your URL!
Some reasons to submit releases:
• Launching a business or website
• Introducing new products and services
• Announcing new partners, promotions, alliances, or significant
management change
• Signing new clients or distribution channels
• Supporting a community, non-profit, or holiday event
• Announcing awards
• Celebrating an anniversary
So if you haven’t given PR a shot, or you published one release ages ago when you first launched and it’s gathering mold on your website - think again about accessing this valuable conduit to reach a broader audience of potential buyers.
Donna Lehman
