BW Florida Event Presents Views From All Sides of the Press Release Spectrum

April 22, 2010

On April 13, Business Florida hosted a media breakfast that brought together panelists from all sides of the “press release spectrum”:  a traditional journalist, a blogger, an SEO expert & a multimedia business reporter.

The audience remained engaged as our moderator, Business Wire Executive Vice President of Media Services & Product Strategy Laura Sturaitis, asked the speakers to share tips on how to get press releases noticed & how to maximize exposure leveraging today’s new social media tools.

Margie Schneider, VP of Operations for Internet Marketing Consultancy firm Ten Golden Rules:

  • Stressed the importance of posting your news/content on an assortment of platforms.  You use the wire for the press release, but also post that news on your own website + your blog + share with your social online community.
  • By maintaining content on an assortment of platforms, you increase the likelihood one of your pages will move to the top of search engine results. Blogs are very good for this, if they are frequently updated, because Google (and other search engines) like content that is frequently refreshed in its databases.
  • Socialmention.com will search social media sites for mentions of your brand. It’s a great way to prove to clients that people are talking about them, regardless of whether they enter the conversation.

Our guru blogger & freelance writer, Maria de los Angeles, continued the topic of blogs & bloggers by providing insight into a bloggers audience:

  • Bloggers or tweeters with a smaller social media following may have higher quality users because those users may be more discerning, influential, or well informed than more “popular” but generic citizen journalists
  • Research and follow the media you want to contact before you ask them to do something for you.  If you just search and spam bloggers on your particular subject, you cheapen what you’re trying to promote.

Niala Boodhoo, The Miami Herald’s Business Multimedia Reporter:

  • Shared how for reporters timing is everything…Send your news too early, and media will forget about it. Too late, and they don’t have time to do anything with it.
  • Including links to your videos/pictures in your press releases can be useful for piquing media interest, or, for example, demonstrating why a speaker from your company would be a good interview subject.

Finally, Cindy Kent from the Sun Sentinel’s Business News Desk:

  • Reinforced that the manner in which you interact with media has not changed, but the tools you use to do so have.
  • She advised to use links in your releases so media don’t have to cut your information to fit a sometimes limited frame. It’s much easier to tweet a link to your content than to try to summarize it in 140 characters…plus, you get the internet traffic directed to your site.
  • Kent told the audience, “Ask yourself, ‘How many clicks am I asking you to make to get where I want you to go? If it’s too many, people won’t follow.’”

Local Business Wire offices host several events each year on PR, IR, SEO & media topics.  Check out the Business Wire Events page to find upcoming events in your area.

Follow Business Wire events on Twitter! Hash tag #bwevents


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