“Well-crafted story telling has always been important and even more so today with Google’s implementation of Penguin 2.0. Tried and true doesn’t necessarily work. Focusing on relevance and creating content that’s accurate, smart, meaningful AND entertaining trumps old boring standards. You need to be empathic with the end reader in mind.”
Over the past few years, marketers and public relations professionals were caught up in over-stuffing their news with keywords to increase search engine optimization, perhaps losing sight of what was important, the news. Google’s changes in search engine optimization have forced marketers to re-think how they present their news,” he said.
Effective marketers need to learn and re-learn. They need to figure out what’s next and where to focus their time and efforts. Being a writer isn’t enough. Today, everyone’s a writer. Understanding your audience and writing for them is paramount. You need to choose words well and write with economy, keeping in mind writing style and the end reader.
What does this mean for the relationship between journalist and PR/marketing professional? Marketers need to go back to the basics, reevaluate their target audience, determine what works and what doesn’t and re-prioritize. With countless new ways of reaching your audience, you need to be smart about resource allocation and investment.
The ill-conceived notion that the “press release is dead” has been proven incorrect. Marketers and publicists who just pitch are being ignored. A little bit of selling here and there is expected, but those who do nothing but sell, sell, sell, are going to be ignored, dismissed and overlooked by journalists, consumers and prospects.
Reaching Your Audience
How you reach your audience is another story. There’s a plethora of opportunities and each take time and care. Once you have the foundation—a well-crafted story—your distribution method can make or break your success.
“News distribution should be a key component in any marketer’s toolkit. Think in terms of writing an effective story, not a release. How you choose to reach out to journalists and your other contingencies directly correlates between being successful and not,” says Iwasaki.
Today, you want to integrate your news with social media, distribute it via services like http://www.24-7pressrelease.com, reach journalists directly and post comments and links on forums and social sites like LinkedIn, Facebook and Twitter. Taking the time to hone your target and reach out with customized messaging will help develop your position as a brand leader and reliable source. It also will help in recognition through Google’s search engines.
Think of services like 24-7 Press Release as your media partner. 24-7 Press Release Mass Media Visibility package provides an efficient and effective source for industry specific news targeting, with reasonably priced access to PR Newswire’s network of 5,900+ news websites, databases and online services including Yahoo News, Reuters, Marketwatch, MSNBC, AOL, Forbes, and Bizjournals and distribution to Associated Press’s top 25 US newspapers and 30,000 member journalists.
Stories are also distributed by demographic categories, that you choose, to their in-house database of 3000+ US newspapers and 1500+ magazines. The company encourages users to use the link to their news on various social sites.
About 24-7 Press Release Newswire
Founded in early 2004, 24-7 Press Release Newswire is a privately held news distribution company that provides marketing and communications solutions and multimedia gateways for marketers, public relations professionals, bloggers and corporate communication specialists around the globe.
Engaging audiences, the news is disseminated through a multi-channel process to major news outlets, journalists, online social media and bloggers through its network of partners including Associated Press and PR Newswire.
Celebrating its 10th anniversary, the company is recognized as one of the leading press release distribution services offering high-quality distribution at a moderate price, making it accessible to all sizes of business.Google+