PR strategies – don’t bug me
Chris Hippler writes an informative article on how to craft an online press release in the August issue of CAM Magazine. Many of the tried-and-true rules for press release writing remain the same for online releases versus traditional print releases. The main difference between the two is including using words for search engine optimization, including multimedia links for video, images and PDF documents, and posting the release on your company website so it can be easily found.
One additional point I’d like to add that people need to be cognizant of is doing follow up with the media – specifically being careful not to over-do-it. In general, editors hate to be bothered by people checking to see if they’ve received your press release. B2B editors are a busy group that receives hundreds of press releases a month. Calling up every editor to check the status of a release is a waste of your time, a waste of their time and diminishes the chances that your message will receive ink. If there are one or two key publications that the release message has a strong, direct connection to their readers, a follow up phone call or email is okay. But be very judicious in doing this – resisting the urge to call everyone will result in better coverage.