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- CJC Strategists
- New York, NY, United States
- CJC Strategists a unique communications agency that blends traditional, SEO, Social Media and 2.0 technology tools with cutting-edge marketing programs. For more information visit our website at: http://www.cjcstrategists.com
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Thursday, July 21, 2011
22 Tips For Writing a SEO Press Release – for Real People and Robots
9:58 AM | Posted by
CJC StrategistsThe Press Release as part of the communication marketing mix is a powerful tool that carries your branding messages across multi-media channels. It provides useful information for the media to create stories and disseminate in-depth information about your business, product or service.
Today's technology driven, fast passed news media requires implementation of vertical marketing that utilizes the new media tactics within press releases, which include key words, tagging, hyperlinks, SEO, EON, etc. This effectively bridges the traditional i.e., print with new media/ online, web and interactive 2.0 technology. These new communications tactics, when applied correctly extend the reach of the initial message and marketing communication content beyond the original life cycle and promotes a digital foot-print in the Internet viral biosphere– with Business Wire’s inclusion in Google News Archives–press releases live forever.
When it comes to getting your press release seen online, the rules for writing may be different from what you've been taught (The Inverted Pyramid*). These tips will help you write a release that people will read and create more Search Engine Result Pages (SERPS) will find.
"Read More" for 22 Tips on How To Write An SEO Results-Driven Press Release -
Saturday, February 5, 2011
Is the News/Press Release "A Necessary EVIL"? Absolutely Not!
The News/Press release more important today than ever before in our rapidly moving viral 21st century communications age. However……
Last week, I was once again inspired to defend the honor and value of the News Release after reading the article, ‘Why The News Release Is Worthless In Today’s Social Media Age’, where Aaron Perlut from Forbes MarketShare BLOG writes: “news releases in most cases, are a worthless bother. Yes, there are times when they are a necessary evil.” And he’s off and running declaring that the news release is dead yet again. Although he makes some important points he confuses public relations with advertising and totally leaves out of the conversation the optimizing process that is integral to the newly vibrant VIRAL News Release. To read Perlut’s entire article click here
Wanted to share my response to Perlut’s Forbes MarketShare Blog Article:
The News/Press Release “A Necessary EVIL” Absolutely Not! News/Press releases are more important today than ever before in our rapidly moving viral 21st century communications age. However, the release needs to be written, conceptualized and formatted in a totally new way that captures the viral world and that means SEO. To read more on SEO and ‘A New Approach to PR’ go to: http://www.cjcstrategists.com/philosophy.shtml.
This new approach to press relations requires a whole new skill set, which means Optimizing your news release. YES, my fellow PR & Communication colleagues have been loath to adapt these new skill sets either out of ignorance, laziness–or just not wanting to educate their clients’ CEOs 1950’s marketing speak. An optimized release, expanded with URL’s, hyperlinks, key and (SEO) optimized words that give the interested reader concise info in the head line (first 67/160 characters), sub-header and 1st paragraph has the ability to supply additional information and expanded point priorities that reader wants, while maintaining interest with the broader market.
CJC Strategists (www.cjcstrategists.com) has been applying these optimizing tactics to releases for our clients for over 10 years. Our clients get a higher than usually pick-up and click-through rate (CTR) because they are optimized. These tactics strategically boost the long-tail online visibility of your press release so that it can be found, seen and shared by readers weeks and months, not just hours and days, after distribution.
PitchEngine’s ability may allow Brands to promote themselves but this is just another form of advertising not public relations. PR allows professional journalists/media to give a third-party impartial view of a product and or service.
Organizations like Business Wire www.businesswire.com/portal/site/home/seo/ have been instrumental in helping the industry stay on top of the latest SEO tactics with expanded services like EON http://eon.businesswire.com/portal/site/eon/how-to-use-eon/ that take an optimized release to the Wire with viral and social media reach, archive the information, product or company on the Internet for future searches and give it an on going life. The News/Press Release “a necessary EVIL,” absolutely not!
An optimized release is one of the most important and effective tools in today’s Viral Communications and Social Media Age!
# # #
Last week, I was once again inspired to defend the honor and value of the News Release after reading the article, ‘Why The News Release Is Worthless In Today’s Social Media Age’, where Aaron Perlut from Forbes MarketShare BLOG writes: “news releases in most cases, are a worthless bother. Yes, there are times when they are a necessary evil.” And he’s off and running declaring that the news release is dead yet again. Although he makes some important points he confuses public relations with advertising and totally leaves out of the conversation the optimizing process that is integral to the newly vibrant VIRAL News Release. To read Perlut’s entire article click here
Wanted to share my response to Perlut’s Forbes MarketShare Blog Article:
The News/Press Release “A Necessary EVIL” Absolutely Not! News/Press releases are more important today than ever before in our rapidly moving viral 21st century communications age. However, the release needs to be written, conceptualized and formatted in a totally new way that captures the viral world and that means SEO. To read more on SEO and ‘A New Approach to PR’ go to: http://www.cjcstrategists.com/philosophy.shtml.
This new approach to press relations requires a whole new skill set, which means Optimizing your news release. YES, my fellow PR & Communication colleagues have been loath to adapt these new skill sets either out of ignorance, laziness–or just not wanting to educate their clients’ CEOs 1950’s marketing speak. An optimized release, expanded with URL’s, hyperlinks, key and (SEO) optimized words that give the interested reader concise info in the head line (first 67/160 characters), sub-header and 1st paragraph has the ability to supply additional information and expanded point priorities that reader wants, while maintaining interest with the broader market.
CJC Strategists (www.cjcstrategists.com) has been applying these optimizing tactics to releases for our clients for over 10 years. Our clients get a higher than usually pick-up and click-through rate (CTR) because they are optimized. These tactics strategically boost the long-tail online visibility of your press release so that it can be found, seen and shared by readers weeks and months, not just hours and days, after distribution.
PitchEngine’s ability may allow Brands to promote themselves but this is just another form of advertising not public relations. PR allows professional journalists/media to give a third-party impartial view of a product and or service.
Organizations like Business Wire www.businesswire.com/portal/site/home/seo/ have been instrumental in helping the industry stay on top of the latest SEO tactics with expanded services like EON http://eon.businesswire.com/portal/site/eon/how-to-use-eon/ that take an optimized release to the Wire with viral and social media reach, archive the information, product or company on the Internet for future searches and give it an on going life. The News/Press Release “a necessary EVIL,” absolutely not!
An optimized release is one of the most important and effective tools in today’s Viral Communications and Social Media Age!
# # #
Saturday, June 12, 2010
Is one version of your Press Release enough?
Short Answer: No.
Is it necessary to write several versions of one news release for the wire and another for direct delivery to targeted media?
Yes, consideration of the delivery / distribution for a press release at the initial stages of writing alters the style and the voice used within the text-copy. As does the subject matter of a release i.e., launch of a product, news item, corporate, consumer or trade announcement.
Posting on the Business Wire network for example, reaches a broad audience, consequently the release needs to appeal and engage a broader audience. Since this type of release is distributed widely on the Internet through Business Wire’s elaborate Enhance Online News (EON) distribution systems, so it’s critical to leverage the limited space and attention of the reader. Consideration of the most important ‘how, what and where’ can be expanded by inserting URL’s, hyperlinks, key and (SEO) optimized words to give the interested reader additional information and expanded point priorities that reader wants, yet maintaining interest with the broader market. Optimization also makes your Wire release more relevant to the viral and social media worlds, archives the information, product or company on the Internet for future searches.
Market specific and niche releases have the luxury of more space were you can elaborate since the market target is more specific. Niche market-specific, i.e. business to business/ trade audiences already have an interest in your topic, allowing you to be more upfront and center with detailed information. This doesn’t preclude the use of (SEO) optimization and key words/ phrases. And, you don’t have to consider the cost of paying for each word as you would with a wire release.
(For more about press release optimization go to: http://www.businesswire.com/portal/site/home/seo/.)
There are many more types of delivery systems for news releases today than ever before in the history of the communications industry. Each delivery system of your release as well as the subject parameter need thoughtfulness to the different “voices” you use before writing a relevant release. So yes, many versions of one release need to be considered in today’s multi-media world.
Is it necessary to write several versions of one news release for the wire and another for direct delivery to targeted media?
Yes, consideration of the delivery / distribution for a press release at the initial stages of writing alters the style and the voice used within the text-copy. As does the subject matter of a release i.e., launch of a product, news item, corporate, consumer or trade announcement.
Posting on the Business Wire network for example, reaches a broad audience, consequently the release needs to appeal and engage a broader audience. Since this type of release is distributed widely on the Internet through Business Wire’s elaborate Enhance Online News (EON) distribution systems, so it’s critical to leverage the limited space and attention of the reader. Consideration of the most important ‘how, what and where’ can be expanded by inserting URL’s, hyperlinks, key and (SEO) optimized words to give the interested reader additional information and expanded point priorities that reader wants, yet maintaining interest with the broader market. Optimization also makes your Wire release more relevant to the viral and social media worlds, archives the information, product or company on the Internet for future searches.
Market specific and niche releases have the luxury of more space were you can elaborate since the market target is more specific. Niche market-specific, i.e. business to business/ trade audiences already have an interest in your topic, allowing you to be more upfront and center with detailed information. This doesn’t preclude the use of (SEO) optimization and key words/ phrases. And, you don’t have to consider the cost of paying for each word as you would with a wire release.
(For more about press release optimization go to: http://www.businesswire.com/portal/site/home/seo/.)
There are many more types of delivery systems for news releases today than ever before in the history of the communications industry. Each delivery system of your release as well as the subject parameter need thoughtfulness to the different “voices” you use before writing a relevant release. So yes, many versions of one release need to be considered in today’s multi-media world.
Thursday, February 4, 2010
Getting Great ROI On Tradeshows Virtually
Getting Great ROI On Tradeshows Virtually
(Or, Gaining Global Coverage By Approaching Journalists In Ways They Actually Welcome)
Virtual media tours are by far the way to go over traditional ones – if properly managed. They are more cost-effective as well as time saving. Most important, they let you introduce an idea or product to an international audience in ways that gain their attention and engage them in your message from the start.
A virtual press campaign – combined with old-fashioned relationship management at a tradeshow or other industry event you may already be attending – allows you to approach global media in ways they want to be approached. Web-enhanced marketing tools have made it possible to orchestrate a virtual encounter with any journalist in the world through podcasts, video casts, film tours, blog tours and trailers. YouTube and other multi-channeled media delivery systems spurred on by the Web2.0 technology allow you to deliver your story online via virtual events that are actually reaching important journalists and media who wouldn’t otherwise be either accessible cause of time, location or budget.
If you are among the many rethinking tradeshows because they’ve offered little or no return on your investment, consider this: We rocked tradeshows for our clients, getting up to 6 months of press coverage around each specific tradeshow or event date. We constantly deliver the kind of positive press coverage that converts to sales leads and increased sales long after an event, maintaining momentum and excitement of product long after the initial launch.
As a result, we’ve filled press pipelines for NDA products with 50 or more full page reviews, and delivered 80 one-on-one press interviews at a single tradeshow.
Consider using virtual tours to prepare the media for the Next Big Thing as well as provide follow-up details to previous high-level announcements – and you could produce phenomenal ROI for each and every tradeshow or industry event on your media calendar.
(Or, Gaining Global Coverage By Approaching Journalists In Ways They Actually Welcome)
Virtual media tours are by far the way to go over traditional ones – if properly managed. They are more cost-effective as well as time saving. Most important, they let you introduce an idea or product to an international audience in ways that gain their attention and engage them in your message from the start.
A virtual press campaign – combined with old-fashioned relationship management at a tradeshow or other industry event you may already be attending – allows you to approach global media in ways they want to be approached. Web-enhanced marketing tools have made it possible to orchestrate a virtual encounter with any journalist in the world through podcasts, video casts, film tours, blog tours and trailers. YouTube and other multi-channeled media delivery systems spurred on by the Web2.0 technology allow you to deliver your story online via virtual events that are actually reaching important journalists and media who wouldn’t otherwise be either accessible cause of time, location or budget.
If you are among the many rethinking tradeshows because they’ve offered little or no return on your investment, consider this: We rocked tradeshows for our clients, getting up to 6 months of press coverage around each specific tradeshow or event date. We constantly deliver the kind of positive press coverage that converts to sales leads and increased sales long after an event, maintaining momentum and excitement of product long after the initial launch.
As a result, we’ve filled press pipelines for NDA products with 50 or more full page reviews, and delivered 80 one-on-one press interviews at a single tradeshow.
Consider using virtual tours to prepare the media for the Next Big Thing as well as provide follow-up details to previous high-level announcements – and you could produce phenomenal ROI for each and every tradeshow or industry event on your media calendar.
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