Hot
Sales and Marketing Topics - Ratchet Up Your PR Pickup
On an average weekday, 1,600 press releases go out over BusinessWire
and PR Newswire, but according to Bennett & Company's 13th Annual
Media Survey, just 14% of journalists routinely pay attention to
the wire services.
You
can email your release to reporters directly of course, but so many
PR people do now that the average business or high-tech journalist
gets about 300 press releases via email per weekday. Unless
you're a famous-name company, it will be very tough for you to stand
out enough to be noticed in the email in-box. So what's
a small or medium business to do?
Leverage
the fact that 92% of journalists use search engines to research
stories according to a Middleberg/Ross survey. 81% use search engines
daily, partially because it gives them more targeted control over
the information they find than the deluge of releases hitting them.
Take advantage of very low cost web news services, optimize your
release to about 2% keywords and keep it short. Getting
picked up by Google or Yahoo! news can bring you much more visibility
than traditional approaches.
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