Using Internet Press Releases To Create Free Publicity

Last week we covered getting free publicity through press releases to traditional media (newspaper, magazines, radio, tv). This system is headed up by 'gatekeepers' whose responsibility it is to filter out all releases not meeting their very strict criteria. I also demonstrated how to meet the guidelines, resulting in (hopefully) getting your release in front of that media's audience. However there is another form of release that can create a massive amount of free publicity. This system is potentially much more powerful and can result in your message going directly to the public, bypassing the gatekeepers totally.

Internet Press Releases

Man, what a wonderful idea! This IS the ticket. It is one of my favorite tools for generating publicity. I love this, love this, love this. Why?

It CAN be free or at the very least low cost.

But the real advantage lies in the fact that there are few gatekeepers. Sending a press release to an editor means that you will have to jump through many hoops to get that release past the gatekeeper. It will have to be (remember?) current, newsworthy, geared to the reader, etc etc. It will have to be well written and timely. Even assuming it meets these criteria, it will still most likely end up in the trashcan.

In the web-based version of a press release, many of these hurdles disappear! Or at the very least, they are relaxed. Real bona fide news is defined a little differently out there in cyberspace. However, keep in mind that the goal here is not simply to put out a press release – the goal is to put out a press release that people will want to read. ‘Bob Jones Stubs Big Toe’ will not be read. Make your release worthy of the reader’s time.

The Internet press release is a fantastic way to potentially deliver your press release to hundreds of thousands of industry professionals and to millions upon millions of individual consumers DIRECTLY. In this version of the press release, you may be a bit more ‘sales-y’. A little looser. Brag a little even, if so inclined and if it helps position you.

Most importantly, search engines WILL pick up on these releases, if placed on the correct sites. Several will put you right on the first page of Google, if structured properly. For all the above reasons, the Internet press release is an entirely different ballgame.

A Word About Keywords

When posting anything to any form of Internet site, be it a press release, an article, a blog entry or whatever, you simply must use the correct keywords. Keywords are what get your release, article or blog entry indexed properly on the search engines. Keyword research is absolutely vital and basic to all else you do in this regard.

Remember the rules for traditional press releases? There are some simple rules here also. Keep these three rules firmly in mind:

(A). It is the headline of your release that will cause the reader (or the editor) to read further.

(B). It is the body of the piece that will position you.

(C). It is in your contact information block or signature line that the reader will be shown how to reach you.

Your keyword(s) must be in the title at least once. Your keyword(s) must be in the body in a ratio approaching 2%. The keyword need not be in your signature, but certainly your email and website address need to be here.

So, which keywords do you want to use for your piece?

The first step is to determine what your piece is all about. Let us say you are writing a press release about your new book of cream puff recipes. Here three keywords are glaringly evident: cream puff, recipes, and cookbook. However, this is not always so evident. There are two resources I suggest you use to determine your strategy.

The first resource you might consider using is ‘Google Suggests’. The address is: http://www.google.com/webhp?hl=en&complete=1

Type in each of your three keywords. Google will provide you some recommendations here on what others may be using and how many times these keywords are being used.

The second resource is ‘Google Adwords’. The address is: https://adwords.google.com. You will need a Google account to access this page.

Here Google will reveal to you how many searches were done on that keyword or keyword phrase during a specific period of time. Google will also show you what the competition for that word might be; in other words, how many other sites are using that word to drive potential readers to THEIR sites. This will give you an idea regarding 'interest level' for that particular word.

Step By Step

Now again, I continue to stress that this blog is a down and dirty set of instructions. That being said, I could write an entire book on the subject of Internet press releases alone. We don’t have time for that, so here is the down and dirty, get-right-to-the-point version. . .

1. Avoid most of the free press release sites. Some are out to convert you to being a paid customer. Some of them are most likely generating a list. Some – not all. Some, as mentioned, will get you right to the first page of Internet search engines in a matter of hours for your particular keyword phrase. I provide a list of what I consider to be valid Internet press release sites to members of the Free Publicity Focus Group upon request.

2. Consider using PRWeb as your PRIMARY paid press release resource, if you are going to use any paid site. Their plans are very inexpensive (by comparison) and they have great distribution (No, I am in no way associated with PRWeb). They are simply one of the best out there.

3. Be aware of keywords. If you are not, get familiar with keyword strategy, get familiar with the concept immediately, do it now, do it right now. Keyword relevance when writing an Internet press release cannot be stressed strongly enough.

4. In this version of the release, use the word ‘cream puff’ (your keywords) many more times than you do in the newspaper, radio or tv version of your release, but DON’T try to trick the search engines by using it in every sentence. This will get you penalized and you will create the opposite effect. 2% - 3% density should work well. (count the total words in the release and then count the number of times you use the word ‘cream puff’. Divide the smaller number by the larger number to get the percentage).

5. Again, remember: Anybody can read the release now. You are speaking both to the gatekeepers of traditional media outlets who search the web for releases, and you are speaking directly to consumers. Brag a little, but don’t over-do it. The rules are a little looser here, but this is not a free-for-all.

I have a little joke I relate to my clients. I tell them that the editor of the newspaper will most likely find your release on PRWeb, while the other copy of your release is lying crumpled up in the editor’s trashcan. This is because a release site can sometimes be searched far more easily than the email inbox.

Is one method better than another? This depends upon your particular situation and your marketing plan (you DO have a marketing plan, don’t you? If not, don’t even bother attempting to write a press release at this point. Stop here and spend the time to develop a realistic and workable marketing plan before considering even one more step. This cannot be overemphasized).

And Finally . . .

Press releases are a component of the publicity leg of your marketing plan. They will create awareness - that is the function. They will not produce sales. However they can drive traffic to your website or cause someone to call you. This is where the 'selling' is done. Press releases are to a marketing plan what a single tire is to a car. It is but one part among hundreds, but it is a vital part.

Finally, press releases are a great way to get the word out and to create free publicity. The only downside to this is in the number of releases you will need to send out to traditional media. Assuming a national campaign, you will need to send hundreds if not thousands of releases. You will need to find out WHERE the release goes in that organization and you will need to find this person or department's email address, mailing address or perhaps fax number. Expect to spend several weeks, if not months in this process. You can buy directories containing this information. However a good one will run nearly $1000.

Spend the time necessary to thoroughly educate yourself regarding press release submission. In regards to this topic, there are hundred of resource sites on the Internet, but only a few good ones. Set aside a few hours and start your research.

Next week I intend to kick it up a notch . . . .