Nowadays
everybody knew that the only reason we issued a press release was to get media
to write about our products or our company. So, basically to get the best
things to achieve the target was
tranformed the new media tools such as press release into new rules. Below are
the new rules for pr practitioners in creating the strategic press release:
I.
Don’t just send press releases when “big
news” is happening; Find good reasons to send them all the time.
II.
Instead of just targeting a handful of
journalists, create press releases that appeal directly to your buyers.
III.
Write releases replete with keyword-rich
copy.
IV.
Create links in releases to deliver
potential customers to landing pages on your Web site.
V.
Optimize press release delivery for
searching and browsing.
VI.
Drive people into the sales process with
press releases.
The reasons why these
new rules should be applied among the pr practitioners are because the primary
audience is no longer just a handful of journalists. Hence the audience is
millions of people with Internet connections and access to search engines and
RSS readers. In addition, in an increasingly competitive marketplace, all
organizations are searching for the elusive key to success. Well, look no
further: Content, even in the form of a “mere” press release, will unlock
success in almost any product category, even in highly competitive industries
where smaller players are beset upon by larger, better-funded competitors.
There Are
Some Strategies for Reaching Buyers
Directly
1.
In order to implement a successful press release strategy, think
like a publisher. Marketers at the most enlightened organizations recognize the
fact that they are now purveyors of information and they manage content as a
valuable asset.
2.
Publishers also recognize that simply creating compelling
content is not enough; it has to reach interested readers. The best way to
publish press releases is to simultaneously post a release to your own Web site
and send it to one of the press release wires.
3.
Post your press releases to an appropriate and readily findable
section of your Web site.
4.
A great way to start thinking like a publisher and to create
press releases that drive action is to focus on your customer’s problems and
then create and deliver content accordingly.
Finally, an effective press release strategy, artfully executed,
drives action. Companies that understand the new rules of press releases have a
clearly defined goal such as to sell products, generate leads, secure
contributions, or get people to join and also to deliver content
that directly contributes to reaching that goal.
Reviewed by: Sida
Abu Bakar
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