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Top tips for online public relations
6 July 2009
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Since the majority of us don't have Google's bankroll for huge Pay Per Click campaigns, we're left to find less expensive ways to drive visitors to our websites. Online PR could be part of your answer, sharing your company news and views directly over the Internet.
You can achieve this by using an online news distribution service, or you can do down the free PR route by sending your stories out using free sites like clickpress.com or posting them to your Facebook account.
 
Online PR kills two birds with one stone. Besides getting traffic for your site, you are also creating exposure for your company. By having the possibility of your press release being picked up by multiple media channels, you can quickly and cheaply get eyeballs looking at your product or service.
 
Tips to good online PR
  1. Plan a mini-campaign of three press releases over 4-6 weeks. These could be about a recent business win, piece of research or a comment piece on a topical issue.
  2. Writing a good online press release is critical, you should:

    - Keep the word limit to 300-400 words, or one page max!
    - Remember that people tend to scan web pages, not read them, so keep it simple.
    - Make sure the first paragraph sums up the story.
    - Include 3-4 links back to your website.

  3. Think about the 'keywords' that your customers might use to find your product or service and use them in the press release title.

    Unlike traditional media, you can easily select the target audience you want to deliver your message to online. The results are quick and your press release can be picked up and shared with millions of potential customers.
  4. Monitor the results of your online PR. You will know exactly how effective your press release has been by tracking the new visitors to your website. Online results don't lie.
Online PR allows does deliver a good 'bang for your buck' in search marketing terms and it is our opinion that it will continue to grow through 2009.
 
About the author
 
This article was contributed by Peter Glover, Managing Director of CL5, a Search Engine Marketing specialist business. For more information visit www.CL5.co.uk.


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