37. Online News Release

What it is:

Services such as Marketwire and PR Web can post your press releases online for faster and more widespread distribution. The big news? As David Meerman Scott famously explained in The New Rules of Marketing and PR, press releases are no longer just for the press anymore. By using the release services effectively, you can appeal directly to your buyers.

A cool tool for:

• Spreading the word about your new content
• Strengthening the SEO of your pages by writing keyword-rich releases
• Accelerating your thought-leadership drive

Not so hot for:

• Organizations that do not create a regular stream of content (news releases should be part of your editorial and marketing plan)

• Replacing direct contacts/relationships with media figures
• Solely product-driven releases

CISCO
	MarketWire gives companies like Cisco a fast and easy way to distribute messages in front of its targeted business audiences.

3 key play points:

1. Don't wait for big news; find reasons to send releases all the time
2. Include offers that compel customers to respond to your release in some way
3. Add social media tags so that your releases can be found

Bonus Links:

• The New Rules of PR eBook courtesy of David Meerman Scott
•  The HP Newsroom - Great Example of How to Leverage a Newsroom
  

Chapter 36 - Social Bookmarking

Chapter 38 - Online Publishing Center