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18 Apr
Online Reputation: Has the Role of the Press Release Changed?

Posted by Maribel Guiste On April - 18 - 2012

As our digital PR strategy changes, it may be time to give that traditional press release a facelift.

There was a time when sending out a press release was a great way to get noticed. Once a release was sent to listed media outlets, odds were pretty good the event would create some interest. These days, not only is the market saturated with businesses looking for press, but no longer is it enough to send out a simple PR. You have to start thinking outside the box and beyond the traditional release.

Why We Love PRs

Marketers still have a soft spot for the press release. They may not hold as much clout as they used to, but let’s not abandon them completely just yet. They can still be a vital piece to a successful online reputation strategy

There are still a few benefits of a finely written PR:

  • Distribution equals great SEO opportunities
  • It may get picked up by the media (success!)
  • Depending on your plan, it can be pretty budget-friendly

Steps for a Successful Press Release

There has been plenty of discussion in internet marketing circles about whether or not the press release is dead. It’s not that a release is completely obsolete, but the traditional use may very well be. Here are a few steps to get more out of your press release plan:

  • Remember to supplement your press release with a blog post, tweet and Facebook post, and make sure to add it to the Media page of your site
  • Use plenty of keywords, so even if it doesn’t get picked up you can still get the links
  • Give the journalist a definite angle – the less they have to do the better
  • Add interesting triggers and snippets media agencies can use (quotes, facts, figures, video clips,  pictures)

Last Thoughts

Here are a last few thoughts on adding a press release to your Internet marketing initiative. First, be aware of what distribution service you’re using. The majority of businesses utilize free tools, so check out the paid services for better visibility and reach. Remember that your PR will only stay at the top of the newswire for a very short time, so make sure to craft news-worthy headlines that demand attention.

Do you still use traditional press releases? Have you had to rethink your online reputation efforts?


Make online reputation part of your digital marketing planContact a WSI Internet Consultant today and get on the right track to better business online.



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About the author: Maribel Guiste
Maribel Guiste, a Certified Franchise Executive (CFE) leads WSI Franchise Operations in her role as Vice President and is WSI’s liaison to the more


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