You know how to push your news out to the world, but do you know how to pull the world to your news? It’s far easier than it sounds to get seen, get read, and get people talking about you. Lisa Buyer, President and CEO of Interactive PR and SEO specialists The Buyer Group told us how to use the right keywords to get your news found and utilize social media to report and promote your story in a recent webinar.
Don’t get caught writing the press release of yesteryear—the press release of today can happen in 140 characters or less from anyone. It reports the news via search, social and traditional, is 24/7 without boundaries or limits, has more PR power and control than ever to push news out and pull the world in, and uses a mix of online PR and social media strategies. It is also more measurable than ever because of tools like Google Analytics and Google Alerts. Leverage the online realm for your public relations by using these simple tips:
Today, we are writing for the journalist, direct to audience, search engines, and most recently, social media networks like Twitter, Facebook and Linkedin. Your releases should be optimized with keywords, hover around 400 words, and include images or video. Twitter has made it easy to tweet press releases and doing so should be in 120 characters or less to capture the power of the retweet and make it easy for others. Tweeting your press releases increases your chances of Google visibility: just by tweeting a link to a blog post, it can get indexed into Google’s fast index in as little as 87 seconds.
Another great tip: don’t post press releases on your website as PDFs–they can’t be opened on some phones and you want your content to be as accessible as possible, on the web as well as on the go. Post your press release to your website in HTML with permalinks to increase its SEO and visibility.
Your release can even have two headlines—a traditional PR headline that is more creative and an online PR headline that is optimized and very easy to point to with keywords. This is a great way to ensure that you’re optimizing your release for all mediums.
We no longer search for news, the news finds us: through all of the sharing methods we use online. The key is in the keywords—pick 2 to 3 and think like a searcher: what words would you use to do a search? Be sure to conduct lots of research. Socialize the news by optimizing content and keep this in mind: journalists use social media sites such as Facebook, Linkedin and twitter for story sources and the Facebook “like” button is integrated into websites worldwide. Turns out, the likes are becoming the new links. So harness the power of social media by including press releases in your posts on various social media platforms.
PR professionals are publishers for clients and need to think and act like publishers. Think like your client searches and take advantage of how to control and leverage the editorial opportunities that arise using PR and social media. Public relations happens one relationship at a time–building a PR relationship is not about what you get, but what you give.
What methods for online PR success have you developed? Share with us below!