Posted by Media Relations on Monday, January 23rd, 2006 - Comments »
There are many journalists that are not necessarily anti-Public Relations, but instead, wish that PR could work a little better.
While the onslaught of the online revolution and growing popularity of RSS feeds are screwing the lid on traditional public relations practices, I believe that they may also be providing the key to better public relations.
Remember: new PR does not have to be a negative thing.
If journalists are tired of sifting through their inboxes for a decent PR lead and are instead subscribing to RSS feeds and searching for content online, guess what? We have to make sure that our press releases and PR efforts are visible online.
Many people misunderstand Public Relations and believe that it is all about annoying sales people calling journalists about irrelevant press releases.
Public Relations is about building positive brand visibility and communication. It doesn’t matter whether that communiation is direct from PR pro to journalist or whether it comes via the online webosphere.
Here are 5 ways that PR pros can make the most of their press releases and move their efforts online:
1. Distribute keyword-optimized press releases on a regular basis via newswires such as
PRWeb, PRLeap, PR.com, PRZoom and Media Syndicate.
2. Include links to landing pages within the body of the release to drive traffic to the client’s
3. Integrate strong calls-to-action on the client website, especially on landing pages.
4. Use a blog on the client website to manage press releases, as this creates an additional RSS
feed to which journalists can subscribe.
5. Create online media kits as a rich source of information for journalists that can be easily
accessed via a hyperlink.