know what? Not everyone gets to be on the Today Show or Oprah, and
Example: You've got an awesome new product, service, etc., so naturally you
write up a press release.
Now you can either submit your
release to Oprah's staffers and wait for them to notice yours out
of the thousands they receive daily and call.
Or you can tweak your release
to be SEO-friendly and submit it to a distribution service, thus ensuring that
your press release reaches a wide variety of search engines, blogs,
websites and even journalists who are may be very interested in your news.
Maybe you do both. The point is that you're going to be better off
diversifying and letting a larger number of people find you, even though
they may be in smaller niche markets.
David Meerman Scott had two
ideas on how PR is evolving, that are particularly applicable to this
strategy (from his blog at http://www.webinknow.com/):
1. The old ways to get
noticed were to buy expensive advertising and beg the media to write
about you and your products. The best way to get noticed today is to
publish great content online.
2. Don't talk about what
your products and services do. Instead talk about how you solve problems
for your customers.
PR and the strategies of the press
release are changing, traditional media sources are on the decline, and
online distribution methods are more accessible and producing better
results than ever. That is why we say go ahead and reach for that low
While all your competitors are
fighting each other for access to the top, you'll be building a solid base
of customers and attention. And who knows, maybe if enough of the
small-time players are singing your praises, the big media outlets will
eventually take notice.
run and contributes to several websites,
She can be reached at firstname.lastname@example.org
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