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Aug 08 2023
Public relations (PR) happens everywhere – both online and offline. That being said, there are two areas to consider concerning public relations and digital marketing, presentation and opportunities.
The first is ensuring that your PR assets and presentation are suitable for online mentions and articles.
Make sure that your website has a “Press” section. Most journalists are on a tight timeline – they need immediate access to resources to cover your business or include you in articles.
To make it easier for journalists to include me as an expert and get what they need, I set up www.KristaNeher.com/resources with all the information they need readily available. This positions me as an expert and increases my professionalism while saving time. Consider creating similar resources for your business and key executives.
Optimizing your press release for digital is also vital if you want to be covered by the media. More and more, even traditional news sites are creating online articles and content they can blast on social media. Giving journalists as much information as possible in the right format makes it easier for them to do their jobs.
If you want your press release to be ready to travel digitally, consider including the following links or content in addition to the traditional press release.
As you write your press release for digital, also be sure to consider SEO best practices in the content. Press releases and news articles often appear at the top of search results. To maximize your exposure, be sure that your press release includes the keywords and phrases that people are likely to be searching for related to your press release topic.
The second is to take advantage of the unique opportunities that the digital space provides for PR – including working with bloggers or smaller publications and harnessing open-publishing news sites.
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Journalists often use search engines to research stories, sources, and additional information. Optimizing every aspect of your PR content can increase your probability of being found by them.
This is an excerpt from Krista Neher’s best-selling book, “Digital Marketing That Actually Works.” You can find this and more books at Boot Camp Digital.
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