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creative briefs |
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Who owns what? That is a question media buyers have asked for years. With this knowledge you often can craft a media buy that does a better job leveraging your media budget.
With media moving toward the web, it is still a valid question. Here's at least part of the answer. |
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Do you have a media room on your website? A media room is a dedicated web site for press releases, event announcements, a blog, and more.
If you don't have one, MyMediaRoom may be the answer for you. It is a community news platform that enables organizations to get their message out to targeted audiences. |
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Too often, websites are just repurposed brochures. When you hit the home page of one of these sites, they lay there like a dead fish in the sun. There is no interactivity, nothing to direct you on to deeper content.
Colleague Jack Aaronson has some advice on how to determine what should be on your home page. |
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Good public speakers are born, some say. Not my friend Ty Boyd. He has taught executives from around the world.
Here is some information from Ty to help you become a more effective public speaker. |
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Greetings, [firstname]. PR practitioners don't seem to be embracing the new technology that can make their work so much more effective. This time, we'll take a look at how you can use technology to optimize and deliver news release with the online environment in mind.
Let's get going. |
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Creatively yours,
Harry Hoover
harry@my-creativeteam.com
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Digitize Your News Releases  |
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By Harry Hoover
Some say Ivy Lee invented the news release in 1906. Since its invention, a news release only rarely has scored anyone a placement in the New York Times. But as we have discussed before, the news release is not dead. It has evolved into a powerful tool for publicity and driving web traffic.
Written and distributed correctly, a news release can provide a real boost to your online PR program. How so, you ask?
Linked Up - Properly implemented, an optimized press release campaign can lead to high quality one-way links to your site. Many of the links will be from sites with a high Google Page Rank, which boosts the credibility of your site in Google's eyes.
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Optimize Me  |
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By Harry Hoover
Today's news release is written differently than those from the past. It needs to be newsworthy and it needs to sound like a human wrote it. However, you must include the right keywords in it. Let's examine some news release optimization techniques.
Research Is Key. If you have already optimized your website, then you know what keywords to include in your releases. However, if you are starting from scratch, it is important to do some keyword research. There are some decent free keyword research tools, like the stripped down version of Wordtracker, the one from SEO Company, and Google AdWords. Look for keywords that have the highest volume and the least competition. For instance, when we launched AccessURP, we searched for keywords that would bring people looking for commercial real estate in Charlotte, NC to the site. We used several variations of that phrase in our pay-per-click ads, in our search engine optimization, and in our news releases
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