Although press releases lack the newness and novelty of social media what is basically an old idea actually works well in these new communication channels. In fact the news content is no longer just for the press as an intermediary but can be aimed straight at customers and prospects.
The old model of writing a press release and distributing to the traditional press list has changed only slightly in so far as the method of delivery is by e-mail rather than posting out printed releases and glossy photos. From this point on selection for publication remains within the decision of the editor. But the web enables press releases to be sent directly to anyone and also offers the opportunity for comment.
The most established of new options is the blog. This can afford to be less formal than a press release allowing the news content to be addressed directly to the reader rather than aiming to grab the attention of an editor or journalist.
RSS has also been around for a while and is really a neat solution that provides headlines and opening text of recent news items allowing readers to keep informed quickly and easily of news streams that interest them.
For those for whom even this is too much, then Twitter provides a useful medium to publish just headlines or short links to longer stories. And if followers like the story they can 're-tweet' to their followers.
Let's not ignore putting news on your own web site as well - a Virtual News Office provides a great solution and includes RSS as an option and eNews as an additional communication channel.
Not only does this multiple approach give readers plenty of options to choose from but it also leaves a trail of activity across the web that will assist with search engine ratings. To discover more about how these powerful web based strategies can help promote your business, contact Technical Marketing Ltd.
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