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Knowbits 
March 2004
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.
If you have a question or topic you would like to see
in Knowbits, write to Donna Lehman. |
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