The evolution of the Press Release, with regard to it’s effectiveness, is a direct reflection of the advances in communication technology and the ability for the writer/distributor of that release to adapt and innovate in these newer emerging channels.
To even begin to understand the evolution of the press release, one must first understand what a press release is. Wikipedia defines the press release as, “A press release, news release, media release, or press statement is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Typically, they are mailed, faxed, or e-mailed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. Commercial press release distribution services are also used to distribute them.
The use of a press release is common in the field of public relations, the aim of which is to attract favorable media attention to public relations professional’s client and/or provide publicity for products or events marketed by those clients. A press release provides reporters with an information subsidy, containing the basics they need to develop a news story. Press releases can announce a range of news items such as: scheduled events, personal promotions, awards, news products and services, sales and other financial data, accomplishments, etc. They are often used in generating a feature story or are sent for the purpose of announcing news conferences, upcoming events or change in corporation.”
Since the first noted press release was issued by Ivy Lee for the Pennsylvania Railroad at the time of the 1906 Atlantic City Train Wreck, the use has remained the same (with creative approaches in how to generate additional media buzz), but the method in which journalists are finding these press releases has changed dramatically. More and more journalists are finding their stories in social networks and online through various platforms such as Google Trends. No longer are the journalists and editors hoping to get a lead on the fax or wire from their inside informant, now news organizations are reporting on topics real time though social networking platforms such as Facebook and Twitter.
It is important that you realize that when launching a press release in this ever evolving channel, you must be sure to understand the various technologies that help to increase the spread of your release in accomplishing the ultimate goal – widespread media attention.
Some of these emerging platforms utilized by Optimized Press are:
Search Engine Optimization. The ability to utilize search engine optimization technigues in creating search engine friendly content while writing a concise and compelling press release. This includes optimized title, sub-heading, introductory paragraph content, anchor links/hyper links etc.. Did you know that an effectively optimized press release can generate hundreds and even of thousands of links to your website?
Social Media PR Distribution. The ability to share and track the spread of your press release in social networks such as Facebook, Twitter, Digg, etc.. With Facebook now being the number one social network in the world, it is important that your audience (journalists and customers/citizens alike) is able to share your press release with the most optimized content for encouraging the sharing by all.
RSS Newsletters. Timing is everything in launching a press release. There are several methods that Optimized Press utilizes in making sure that your press release is included in special interest features (should it be relevant to your press release) and more importantly, included in the RSS feed in various major company newsletters. The result, your press release turns into an email campaign by being included in the RSS feed of the company sending the newsletter!
Be assured, Optimized Press is on the cutting-edge of Press Release Optimization and we will work diligently to incorporate the newest and most effective channels to ensure your press release’s success.
We have been writing, optimizing and distributing press releases through these newer channels in aggressive trial and error testing for the past 6 years and assure you that your press release optimization will be unparalleled.
