by Elle Ray | Aug 4, 2013 | Press Releases
Breaking News about Online Press Releases
Some time ago, we blogged about press releases, since we have experience writing them. We said that press releases had to contain real news and be directed at the right audience. We said that over time, these press releases have value.
Well, that was then — this is now.
We learned recently that in the new Google paradigm, links in an online press releases hold no SEO value. None. Zip. Nada. So if you’re writing a press release and sending it out online, you should not expect a bump in the page ranking of your website, even if you placed links in the release that point back to you.
Is a Press Release Useless Then?
Here’s the interesting thing. While an online press release by itself has no value, the content of the release has as much value as it’s ever had.
How can that be, you may ask? Simple, as SEO expert Matt Cutts once summarized:
So the link from a press release will probably not count, but if that press release convinces an editor or a reporter to write a story about it… then if that newspaper links to your website as a result of that… it doesn’t matter whether it started or was sparked by a press release or it was started by an email that you sent.”
It’s Press Release Content That Matters
Press releases today are really just meant to provide a lead for someone in the media to pick up and run with. If your press release can inspire that kind of response, then it’s done its job.
If the reporter sites your company or its website in the article, that link, ladies and gentlemen, has tremendous value in SEO. Depending on the reach of the media outlet that writes and distributes the story, that link can drive all kinds of traffic to your site. It’s the ultimate in marketing: an independent third party writing about your company. And it all might start from a press release.
Long Live Press Releases!
So the press release isn’t dead. It isn’t a waste of time and money. But — and it’s a big “but” — the press release has to matter to its audience… and that audience is always the media. It has to contain significant news. And it has to be well written.
The team at Ray Access is constantly on the lookout for trends and tools in the world of online writing. When we find something of interest, we don’t hoard it for ourselves; we share it with you. Because you have a right to know.
We realize you can choose anyone to write your online content, whether it’s press releases, blog posts, or even your website text. You’ve probably know someone whose nephew writes pretty well and works for beer money. That’s fine, but remember you get what you pay for. When you want quality, professional work, writing that is effective and gets you attention, you need the pros. You need us. For more advice about our services, contact us today.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Mark Bloom | Jun 13, 2013 | Press Releases
What a Press Release Can Do and What It Can’t
Like blog posts, press releases often get a bad rap. “It’s tough to get noticed,” say some. “They are a waste of money,” say others. We’re here to set the record straight. It is tough to get noticed, but press releases aren’t a waste of money.
What’s a Press Release?
First, let’s define our terms. A press release is an article sent to the media by a company or organization wanting attention for something it considers newsworthy. There are two types of press releases: online and real-world. Both have pros and cons, of course.
Real-World Press Releases
A real-world press release gets sent to actual people: reporters, news station managers and magazine editors — those with a print edition product or a television or radio show. These are the people who decide what goes into print or out on the airwaves.
Ideally in this scenario, the business owner or public relations professional develops a relationship with the people working in the media. Then, when a press release is needed, it goes directly to the right person, who may view it more favorably than a cold call letter.
Obviously, real-world press releases work best for local news, where those relationships can flourish with the personal touch. Sending a real-world press release to a national audience is difficult without a public relations firm backing it. These firms exist because they have developed nationwide relationships with members of the media.
Online Press Releases
A press release directed to the Internet is a different animal altogether. Using a paid distribution service instead of a personal relationship, these press releases can gain worldwide access overnight. Better still, these press releases often remain visible (or at least searchable) for months or years or even longer.
The disadvantage is that they are impersonal and reach sometimes dubious outlets. Without a real person championing the release, they may be picked up by media desperate for any kind of copy at all — like business journals that reach mere hundreds of people… nationwide.
The Purpose of a Press Release
A press release, however it is distributed, should trumpet actual news. It should be directed to a select audience who might be able to use that news, or at least find it interesting. Often, that means a regional audience.
For example, a promotion to president of a nonprofit would interest business and nonprofit audiences. A new product that cures prostate cancer while restoring a full head of hair, on the other hand, would be of interest to roughly 50 percent of the world’s population.
Numbers Add Up
Furthermore, firing one press release into the media jungle will not likely gain you instant recognition. If your company or organization produces worthwhile news, it may still take time to get noticed. Develop relationships with your local media correspondents. Be prepared to wait.
Eventually, you will gain their attention. Eventually, you will be perceived as a reliable source. Eventually, your press releases will be published by the mainstream media. Eventually, your press releases will find their audience.
Before you blast a press release into the air, onto the page or into computers everywhere, consult a marketing or public relations professional. Make sure that the release is well written and targeted to the appropriate audience. Distribute it to the correct media. Finally, don’t expect the world to beat a path to your door.
For more advice about blog posts and press releases, contact us.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
