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:

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.

Sunday, January 31, 2010

Maintaining Exclusive e-Dialogues With Key Journalists

Maintaining Exclusive e-Dialogues With Key Journalists
(Or. Maximizing Your Media Coverage Around the World, 24/7)

Thanks to the latest technology, it is now possible to reach journalists anywhere in the world. But you need to give that media contact whatever information is needed to develop a story or to “sell” coverage of your event to an editorial director. And to do it at their convenience in their own time zone.

This means that whatever you send out needs to be fully linked with all the additional background information that may be necessary for what you are inviting the journalist to do (attend an event, pay attention to an announcement, conduct an interview). He or she should have all the additional information about the subject at a click. In this way, every time you reach out to that contact, you can use that opportunity to reinforce communication about your product or service.

For example, anytime we need to reach the industry’s most influential journalists worldwide, CJC Strategists reaches out directly to our red-hot database of influential press (some 7,000 global media contacts that are constantly monitored and updated) with interactive HTML eBlast that comes fully linked

As a result, our interactive eBlasts yield well over a 25% response rate – quite higher than the average industry response rate of 0.5%.

Friday, January 15, 2010

Managing Your Message Across Multimedia Platforms

Managing Your Message Across Multimedia Platforms
(Or, Optimizing Your News So You Look Hot & Hip From The Start & Get Great Global Pickup)

Today’s media is at once smaller (as in more accessible worldwide) and more crowded (as in electronic exchanges cluttered with spam).

Sending out a press release or attending a tradeshow is no longer a sufficient publicity tactic “in and of itself.”

To make sure your press releases go out in the most technically savvy way, you need to make sure your messaging and marketing efforts are geared toward Web 2.0 audiences. This means ensuring each release has the proper key & tag word density and key phrases to taking advantage of the today’s metatext and anchor text parameters. Why? Consider the potential results. An average CJC Strategist ‘loaded’ release produces 40 thousand headline impressions (depending on distribution) 3,500 views with a click- through rate (CRT) of 255 and over 150 instantaneous postings to (social) media and blog sites around the globe.

You also need to make sure any news you send out has staying power. This means developing content with the “Long Tail” effect in mind -- that huge percentage of consumers searching for content long after the initial impact of a traditional news release. CJC-crafted releases consistently find their way to top of page for Google and Yahoo searches for the first 3 days in the 2nd and 3rd position and lasted for one in the 4 and 6th position on the search page and pushed traffic to the clients website.

If you do it right, you can manage the current multimedia platforms to your advantage in two ways: your message goes out in the most technologically savvy way – setting the right tone from the start; and also that you get the maximum pickup possible with key media outlets around the globe.