How to Maximize Pick-up

with Your Press Release

in the Digital World

(Did you know you have three target audiences?)

Today’s press release has three distinct targets:

Let’s break it down.

First, let's go to familiar ground...

The Situation:

Journalists have less time to produce more work due to deep staff cuts in newsrooms across the country along with increased web responsibilities.

The Opportunity:

Take advantage of this situation by delivering multi-media press releases directly to the inboxes of journalists.

Give them direct access to the material they need to cover your story quickly and easily.

85% of journalists prefer to receive press releases via email and want them loaded with content.

Source: 2008 PWR New Media Journalist Survey

Tips on how to maximize press release pick-up with traditional media:

• Reach journalists where they work by delivering releases directly to their inboxes.

• Add easy-to-access downloadable images and logos.

• Add links to background information, bios, and fact sheets.

• Add links to related websites.

• Include video and audio.

• Offer quick access to contacts with visible contact info.

• Use e-marketing techniques to make your story more targeted, personalized and beat/region appropriate.

Bloggers have dramatically altered

the landscape of the media.

Now, let's look at New Media…

The Situation:

Bloggers, and journalists who have web responsibilities, operate with virtually no lead time and are driven to produce loads of content.

They need immediate access to relevant stories and multi-media digital elements that can be easily accessed, loaded onto their sites, and spread quickly across the web.

The Opportunity:

You can increase your visibility by ensuring that your press releases are web-friendly and enabled with appropriate social media components.

Release elements can then be easily added to blogs and other websites and can be shared and ranked by end viewers.

Give bloggers immediate access to multi-media releases that can easily spread across the web.

Tips on how to maximize press release pick-up with new media:

• Target wisely and get permission from bloggers prior to sending.

• Send digital releases loaded with multi-media components.

• Add embed codes to video and audio so they can be easily grabbed for use.

• Add social media bookmarks so recipients can share and rank.

• Add Sphere links so recipients can see related web content.

• Keep your writing spin free and the release well organized.

The Internet has involved the

consumer like never before.

Lastly, let’s look at the consumer target…

The Situation:

Releases are no longer only viewed by traditional journalists.

Now, consumers can see your press releases on websites and blogs, discover them on social media sites and news aggregators, and even find them via search engines.

The Opportunity:

You can now speak directly to consumers. So, make a good impression by creating press releases that successfully convey your message and brand.

And, make sure your releases are easy to share and rank and impressive enough to be worth it.

Press releases are reaching consumers directly whether you plan on it or not.

Tips on how to create releases that are consumer appropriate:

• Make sure your digital release matches marketing initiatives so viewers get a positive impression of your brand.

• Search engine optimize your release so that it is easier to find through search engines.

• Add social media bookmarks so consumers can easily share and/or archive your information.

• Good writing is always important but even more so when your release might be read by consumers.

• Be creative. Consider adding potentially viral elements such as video, interactive games, or even a blog component.

So how do you get visibility in all theseplaces with a single release?

• Newspapers• Magazines• Trade Publications• Television• Radio• Internet• Blogs• Vlogs• Online News Sites• Online Magazines• Social Media Sites• News Aggregators• Search Engines

Here’s how to reach all 3 target audiences effectively with a single press release…

Highly branded design looks

good in all browsers

Sphere link gives journalists bloggers related

content on the web

Social media bookmarks allow

journalists to save and recommend to social media sites

Gallery of unlimited downloadable high resolutions images

Unlimited text and links,

including fact sheets, bios, websites

and more

Journalists can download or grab the embed code

for audio and video

Search Engine Optimize

your release using keywords and meta-tags

Contact information with e-mail links

Learn More About New Media Releasesfrom PWR New Media

For information on New Media Releases from PWR New Media contact:

Malayna Williams

Phone: 312.924.4224

Email: mwilliams@pwrnewmedia.com

Website: www.pwrnewmedia.com

Blog: releaseit.pwrnewmedia.com

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