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Advantages of an Online Press
Release
By George McKenzie
Former TV News Anchor and Radio Talk Show
Host
Did you know that the public
relations "game" is now just over 100 years old?
Yep, the first press release was
sent to newspapers by snail mail a little over a century ago,
aimed at helping control the public relations damage
a railroad company sustained when one of its locomotives
crashed. The company offered to transport reporters free of
charge to site of the accident to witness the scene themselves.
The company hoped squelch rumors and exaggerations that were
spreading about the severity of the wreck.
Things are a little different
now aren't they?
And maybe the biggest PR
development in 100 years has been quietly taking place fin the
last 3 years or so.
Do you know what it
is?
It's the marriage of
public relations and the Internet.
Public relations in general, and press releases in particular,
have become the "stealth strategy" in the highly competitive
battle for search engine ranking.
Greg Jarboe, President and
co-founder of SEO-PR recently did a comparison study for one of
his clients, WineZap.com
The results were verrrry
interesting.
Jarboe writes online press
releases for companies seeking publicity and search engine
positioning for their websites.
He can show you side-by-side
views of a "before-and-after optimization" press release for
WineZap.com, an online resource to research and price
wines.
The changes to the press release
were relatively minor, but he made several significant changes
to the headline, and he added some wine-related search
phrases.
The "optimized" release,
submitted through PRWeb.com also included a call to action and
a discount coupon for those who clicked through from the press
release to a special landing page. The landing page offered a
newsletter sign-up form qualifying the visitor for substantial
discount on wine purchases.
Jarboe showed ranking results
from both Yahoo News and Google News, where the release turned
up in the top 5 rankings.
Such a ranking is stunning in
the highly competitive wine industry, especially since WineZap
is a new site. Jarboe says WineZap had paid for tracking, and
results showed the release got more than 90,000 views on the
PRWeb.com site alone, with 1400 views by
journalists!
Jarboe pointed out that his
research shows 98% of journalists go online daily, that 92% go
online for research purposes, and -- maybe most remarkable of
all -- 73% of those journalists go online to search for press
releases, which are typically indexed within three days because
they're considered "time-sensitive." That's much faster than a
standard web page gets indexed.
It beats the daylights out of
those press releases that were distributed to journalists by
snail mail 100 years ago doesn't it?
And it's also a good way to beat
the daylights out of your competition when it comes to getting
the free publicity you need to take your business to the next
level.
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