FirstPerspective • Spring 2008


	E-mail is the new preferred channel for press releases According to new research, the overwhelming majority of journalists — 78 percent — prefer to receive press releases by e-mail. Source: Bulldog Reporter/TEKgroup International, Inc. 2007 Journalist Survey on Media Relations Practices

Using the Internet for high-impact public relations
Public relations is a powerful marketing tool. When your company's message comes from objective third-party news sources, it reinforces the credibility of the message for your target audience. Today, the Internet is making PR even more powerful by allowing you to work with a greater number and variety of news outlets and reach much larger audiences faster and easier than ever.

According to a recent study, 98 percent of journalists search the Web daily for news, and 73 percent search for press releases online. Consequently, if your PR materials are not on the Web, you're not likely to get the level of news coverage you'd like.

Smart strategies for PR on the Web
Help ensure that your Web PR produces powerful market visibility:

> Optimize news releases.
Use your organization's important keywords in your press release as much as possible to achieve a better search position. Many wire services also offer optimization services that can make your release easier to find.

> Create an online newsroom.
Post press releases and your company's press kit on your Web site. Include executive bios, company history, fact sheets and other background material along with major press releases. Make the most of the Web's multimedia capability by offering audio and video clips, virtual tours and other interesting interactive elements. Providing the opportunity to sign up for e-mail alerts or RSS news feeds is a good way to keep your company top-of-mind with journalists.

> Expand distribution of releases.
Using e-mail you can easily push your news release to key customers and prospects (after receiving permission), as well as affiliates and trade organizations in addition to traditional media outlets.

> Read and learn from others online.
Key industry influencers, including customers, trendsetters, media and trade analysts, often check relevant Web sites, blogs and forums to understand what's happening in your industry. You should stay informed and use what you learn to drive your Web PR strategy.

Got a breaking news story? Be sure it's online. Twenty-one percent of journalists said they'd look for information on a corporate Web site first to report on breaking news.

For more information on using the Web to power up your PR, e-mail marketing@first-marketing.com or call 800.736.0145.