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Online press releases don't pitch just the media, they pitch search engines. How to find and use keywords so your press release will be found online in news search engines and Google.
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How to Pitch a Search Engine
By Janet Thaeler
Author ofI Need a Killer Press Release, Now What??
& the DVD: Killer Online Press Releases
2009 Utah Social Media Club’s Best Social Media Content Guru Award Recipient
Social Media Specialist at OrangeSoda
FOR IMMEDIATE DELETE
Traditional vs. Online Press Releases
Shelf Life
Traditional Press Releases
Focus is on the: How What When Where
Audience:An editor in a newsroom.
Online Press Releases
The Press Release is the story
Audiences:MediaCustomerBloggersSocial mediaSearch Engines
Example: Media Audience
Example: Online Audience
How to Pitch a Search EngineDo keyword research to guide your press release topic or focus.
How to Pitch a Search Engine
Choose 1-4 keyword phrases.
Put the main phrase in the headline, first paragraph and a few times in the press release.
How to Pitch a Search Engine
Make those keywords into links – not just to your home page but to a relevant page of your web site.
Keyword phrase: “College Bowl Game Tickets”
Links go to a related web page
Get on Top Online News Sources
Helps you Get a Top Spot on Google Fast!
In Top 20 of Search Results
Write for the Internet (OL not AP Style)
- Keep sentences and paragraphs short. - Use headings, bullet points and lists.- Use links in your press releases for more
information or related web sites.- Use images and video to reinforce your
message and capture attention.- Link to your blog and social media profiles.
Get the Word OutAfter a press release is live, share the news.
On your blog With relevant bloggers On Twitter On social networking (LinkedIn) & social
bookmarking sites In your email newsletter On your own web site With social ads (Sponsored Tweets, Facebook Ads,
etc) With online influencers (the social media
extroverts)
How This Helps
When you SHARE your NEWS online it builds links to your press release.
Results Build up Over Time
“The secret shortcut of online promotion…
is that there is no secret shortcut. Step by step…link by link you build something
important and powerful.” - Seth
Godin
How to Reach Me OnlineJanet Thaeler
Blogs
www.Newspapergrl.com www.OnlinePRBook.com/blog
Twitter@NewspaperGrl@OnlinePRBook
Facebookwww.Facebook.com/
OnlinePRBook
LinkedInwww.LinkedIn.com/in/NewspaperGrl
Email: [email protected]
