New press release rules change everything

Are you still operating on the old rules for press releases? Marketing expert David Meerman Scott suggests the internet has transformed the role press releases can play in the digital economy.

No more should one assume that the only people who will see their press release is a select group of reporters and editors. No more should you simply wait until they've had significant news before issuing a press release. 

And, no more should you judge the effectiveness of your press release on whether the traditional media write a story about it.

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You're essentially cutting out the middle man, the media.

Instead, Scott argues for a much more comprehensive approach to press releases. Instead of waiting for "big news," look for reasons to send press release on an ongoing basis. Press releases should be written with keyword-rich copy so they can turn up in search engine results. And, you should include links within the press release to direct potential customers to landing pages on your website.

In other words, you're essentially cutting out the middle man, the media. Sure, you still hope the media carry your story, but you're no longer relying only on them.

The quicket and easiest action to take is to publish your press releases to your own website. Set aside a page for press releases, photos and any other digial assets such as audio and video clips. Call it a "media room" or "press shop." You can refer the media, customers, stakeholders and anyone else to that page as often as you'd like.

Yes, the game has changed. New rules apply. Learn them and you will open up new ways of reaching more people with your news.

Mack Communications | @mack_comm