The new rules of press releases
Whilst the traditional press remain critically important in the world of PR: the trade press, regional press and national press, and of course radio and TV. To do PR effectively I believe that you have to master the web. The web has changed the rules of PR and whilst traditional routes to distribution still apply, ie news release agencies and email distribution direct to the journalists, Google and other search engines are now a key source of news.
An online media centre is critical in ensuring that your news reaches the widest possible audience. Changeworks online media centre uses sophisticated database technology to produce online releases that have their own URL and RSS feed as well as embedded video, audio and images. These are truly media rich releases. You can see a sample here. And our video and audio files are easy to access and add a richness for the media to find out more about the news we are issuing.
Of course, if you want your news to be found it is vital to have tags, keyword rich text, internal and embedded links in your releases. And newsfeed summaries, page titles etc really help to boost your Google rankings. The big plus side to this media rich web-friendly distribution is that it significantly boosts your clients own SEO rankings at the same time. So can you really afford not to listen to the new rules of PR?
Find out more at Changeworks Communications.
Changeworksblog is run by Sue Tupling with the sole aim to provide advice, help and enlightenment on communication and behavioural change. 
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