10 Tips for a Successful Internet PR Campaign

12 08 2008

I’m often asked for tips on how to develop a successful internet-based PR campaign.  In the past I have covered some of the “unconventional” or non-traditional ways that a press release could be used to gain exposure.  But I wanted to put together a set of quick tips that will help point you in the right direction if you want to start using internet PR but not exactly sure how to go about it the right way.

So, below are a few tips that will help you when developing your next internet press release:

  1. First and foremost, read The New Rules of Marketing and PR by David Meerman Scott.  While waiting for the book to arrive, start by reading the New Rules ebook.  These two resources will provide you with the fundamentals needed to dive into internet PR.
  2. Optimize your press release with relevant keywords that your target audience will use when they are searching for what they’re looking for.
  3. Use links in your press release to drive your potential customers to your website or to other relevant pages such as a recently published positive-related article, whitepaper or ebook which is referenced in the release.
  4. Include your contact information including phone number and website so that potential customers have a way to contact you directly from the press release.
  5. Submit your press release within approximately 7 days of when you want to begin creating buzz.  We typically see that our customers receive the most headline impressions and pageviews during the first 7-28 days that the press release is distributed.  However, a benefit of web-based press releases is that they will continue to live on the internet instead of a traditional print press release which is only beneficial during the immediate time after release.
  6. Use a distribution service who will distribute your release to a wide network of media outlets including opt-in journalists, bloggers, television, radio, newspapers, and broad range of other resources.
  7. Utilize social networks such as Twitter, Plurk, Facebook, Digg, Reddit and StumbleUpon to gain even more traction especially among those already interested in your blog, website or company.
  8. Post your press release on the media/press section of your website.  By posting the press release to the media/press section of your website, you create more linking between your keywords and your website as the search engines crawl your site and index this information.
  9. Submit press releases often and about any newsworthy event that involves your company, your products or your people.  As I have mentioned in a previous post, you should use internet-based PR like you use Twitter.
  10. Optimize the landing page that you direct your potential customers to within the release.  On this landing page you could have an interesting and informative video, a field to capture opt-ins to a newsletter, an RSS link to your blog, and/or any other information which will take that visitor and turn them into a potential customer.  An example of an excellent landing page is the home page of personal branding expert, Dan Schawbel.

While I could go into greater depth about each of these tips (and will in future posts), this will help you to start developing a successful internet-based PR campaign.

To learn more about why it’s beneficial to distribute a search-engine-optimized press release through the internet as opposed to traditional print channels, take a look at this video:

Also, here are some more resources on internet-based press releases:

  • Brian Solis of FutureWorks wrote a guide on how to write social media press releases.
  • Todd Defren of Shift Communications developed a social media press release template to help guide you during the development/writing process.

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3 responses

12 08 2008
David Meerman Scott

Hey Justin, Great list here. Thanks for including my book and ebook in the list.

Regarding your point number 2, I can also suggest that it is wise to eliminate gobbledygook and jargon from press releases. Here is some more info on that. http://www.webinknow.com/2006/10/the_gobbledygoo.html

Best, David

12 08 2008

Great advice here, and most definitely tips that any respectable PR professional/agency should already be adhering to.

I’d add making sure that your press release is properly edited as well – the amount of releases that I’ve come across that have made me cringe.




14 08 2008

Thanks for sharing that! Nice post. I just glanced through it.


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