Chiperoni
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.
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#1 is no novelty; it’s called ‘value-added public relations’ and has been preached since years.
#2 is good; I’ve been wondering why companies/pr officers have not realized this earlier?
#3 could be easily mistaken for bullshit-generator generated blurps
But even a press release is easily oversaturated with keywords…so typically American. It blurrs the line between press release and sales newsletter. Sometimes, a press release is just that – a release for the press.
#4 that’s a good one, because it looks less aggressive in a press release, but makes people click links (people like to click links).
#5 if #4, then this should be a given…
#6 if applicable. Otherwise, send a sales-oriented newsletter / presentation, and keep both media properly separated.