Marketing Momentum

Sunday, February 19, 2006

The Internet's Impact on PR

Like everything else, the internet is changing the way press releases are published. David Scott's e-book, The New Rules of PR, suggests a new rule of self publishing as replacing the old rule of writing a release and hoping it gets picked up by the media.

There's lot of good content in this e-book including:
  • Content strategy
  • Publishing through a distribution service
  • Publishing on your website with RSS feeds
  • Optimizing your press release for searching and browsing
  • Links in your press release
  • Keywords and phases
  • Using gobbledygook or, as I like to refer to it, hype - Review Too Much Hype on creating markeing messages for customers.
  • Providing content that drives action
  • Driving people into the sales process with press releases
  • The new news cycle - web based communication proving to be highly effective
  • Media pick-up

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