i stumbled across this article describing how PR for tech. and software companies is changing.
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 website.
- Optimize press release delivery for searching and browsing.
- Drive people into the sales process with press releases.