Press release work for social media too

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.

Marketing v technology

Recent years have given rise to the emergence of a plethora of experts associated with the Internet who promise an insight in mastery of the evolving online world. There are experts from search engine optimisation and usability testing to social networking - in fact practically every element in the development and enhancement of web sites has specialists. So much is written about all these specialisms that some companies are focussing on technical aspects of their web sites at the expense of developing content. It is not surprising there is some cynicism as an increasing share of marketing investment is spent in the online space. Some years ago Intel ran what for them was probably a very successful "Intel Inside' campaign raising the profile of their components but with the result that even in the b-2-b sector customers were making the inclusion of an Intel processor a vital specification issue while largely ignoring the actual functionality of the equipment. Likewise the fear of not having the company web site in the top two or three in a Google search has led to an obsession with the various black arts associated with little understood technical aspects of web sites.

On the other hand, the company web site is a useful marketing tool only because many customers and prospects currently find it convenient to use the Internet to discover information. In the b-2-b area professional buyers will often already have some knowledge of the main suppliers in their market thanks to other marketing activities and be seeking further detail and guidance. An integrated marketing communications programme will work to raise top of the mind awareness of the brand, prompting prospects to look for the web site which many will do by keying in brand and product category into a search engine. Not all searches start on the Internet - display advertising, editorials, mailings, exhibition presence will all have played a role in developing awareness and prompting an enquiry. But once the visitor arrives at the web site the expectation is to access the information needed quickly and easily. This is where content is important. not just product and service details but confidence building information establishing credentials, user experience and application guidance. News has a special role in presenting a current and human face to visitors which strongly enhances credibility by covering a diverse range of company information from new product announcements and contract success to staff appointments and financial results. News can be delivered and presented in an increasing variety of methods from an on site Virtual News Office to RSS, eNews and social networks and from headline news flashes to detailed articles. Further more news can be syndicated to other web sites - even delivered in print as a newsletter, still a popular and successful media.