David Meerman Scott wrote the award-winning BusinessWeek best-selling book The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly so I thought I'd do a quick share on key take-aways from his eBook.
Read on to see how you can get your free eBook on the New Rules of PR
Why you need to learn the new rules
Today, savvy marketing professionals use press releases to reach buyers directly.
While many marketing and PR people understand that press releases sent over the wires appear in near real-time on services like Google News, very few understand the implications for how they must dramatically alter their press release strategy in order to maximize the effectiveness of the press release as a direct consumer-communication channel.
The media has been disintermediated. The Web has changed the rules. Buyers read your press releases directly and you need to be talking their language.
This is not to suggest that media relations are no longer important; mainstream media and the trade press must be part of an overall communications strategy. In some businesses, mainstream media and the trade press remain critically important and, of course, the media still derives some of its content from press releases.
But your primary audience is no longer just a handful of journalists. Your audience is millions of people with Internet connections and access to search engines and RSS readers.
The new rules of press releases
• Don’t just send press releases when “big news” is happening; find good reasons to send them all the time.
• Instead of just targeting a handful of journalists, create press releases that appeal directly to your buyers.
• Write releases replete with keyword-rich copy.
• Create links in releases to deliver potential customers to landing pages on your Web site.