Tips, press releases, and more

Posts grouped inside the media room include press releases and content arising from press releases primarily of clients and advocacy PRWorks has committed itself.

Of course there are other contents. Nevertheless, press releases are standard fare for public relations agencies like PRWorks Inc.

Journalists, bloggers, influencers, content-creators, clients, and individuals attracted to the content might find the press releases posted interesting.

The press release outdated?

The past decade saw the explosion of TV stations, radio stations, news outlets, Youtube channels, online movies and television series, and more. The audience has fragmented based on how many choices available. The technology of reaching the audience focused on targetting.

For instance, public relations professionals dived into such nerdy projects as search engine optimization (SEO), paid search engine advertising (PPC), email marketing. and behaviorally targeted banner ads. Google algorithm updates, meanwhile, favor original and high quality content.

Yet, why does the public relations industry continue to rely on this century-old technology of sending out untargetted press releases? Why continue to seed the same press release to a dozen to hundreds of reporters, bloggers, and influencers?

Reality check, everyone.

Upgrading press releases

Savvy PR professionals have been levelling up. Check out the following tips:

1. Do not seed shotgun style

Do research into the list of journalists and content creators a press release will be sent to. Establish a relationship first with each before sending press releases. Be sure of sending one that a journalist or a blogger would use.

2. Prepare for each press release.

Give adequate time for preparations about media relations, finalizing the media list, the post in the website, and promotions; unless the press release contains breaking news. Write the content that appeals to the target audience, not just the journalist or blogger.

3. Think multimedia.

If the narrative does not have visuals (graphics, infographics, photos, even video), it has a disadvantage.

4. Maximize Social Media

Use social media, especially Facebook and Twitter creatively to promote the press release.

5. Optimize the content for search engines.

Do not neglect on-page SEO for the website post like backlinks and searchable alt-tags in the rich media used. Ask for citation linking back to the website when rich media is used.

6. Mobile friendliness.

In sending a press release, ask if the content would appeal to a mobile audience. Write short paragraphs and headlines. Optimize images for mobile. For instance, use images that the mobile user would not need to zoom.

7. Track the performance.

One advantage of Digital PR is the capability to track and measuring performance.

8. Be newsworthy.

Doing everything right would be useless unless the press release narrative is newsworthy and relevant.

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