In a “Web World” News Releases Can Reach Consumers Directly

In The New Rules of Marketing & PR, Revised & Updated 5th Edition, author David Meerman Scott explains “How to Use Social Media, Online Video, Blogs, News Releases & Viral Marketing to Reach Buyers Directly.”

While journalists, mainstream media and trade press “remain critically important…your audience is millions of people with Internet connections and access to search engines and RSS readers.”

However, of the online communication options, many people may not fully understand a news release’s  potential, and how to write them “direct-to-consumers.”

David Meerman Scott presents “The New Rules of News Releases.”

  • “Don’t send news releases just when big news is happening; find good reasons to send them all the time.”
  • “Instead of targeting a handful of journalists, create news releases that appeal directly to your buyers.”
  • “Write releases that are replete with the keyword-rich language used by your buyers.”
  • “Include offers that compel consumers to respond to your release in some way.”
  • “Place links in releases to deliver customers to landing pages on your website.”
  • “Link to related content on your site such as videos, blog posts, or e-books.”
  • “Optimize news release delivery for searching and browsing.”
  • “Point people to your news release from your social media sites like Twitter, Facebook, and LinkedIn.”
  • “Drive people into the sales process with news releases.”

For more complementary information in First Person Public Relations, read “Pitch Letters – Media Appreciates Targeted Information”: http://sallychapralis.com/blog/?p=902

 

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