Top business development tips from David Meerman Scott, bestselling author of The New Rules of Marketing & PR, tells you why the press release is still a great tool, and shows you how to use it to reach more customers. See more business news television shows featuring these experts, as they give their top expert business advice at http://www.yourbusinesschannel.com.
David Meerman Scott: the once lowly press release used to be a tool of getting the media to write about or broadcast about your company. It used to be that only a handful of people ever saw your press release, maybe a dozen members of the media were the only people who saw the press release. Today, literally hundreds of millions of people, anyone with an internet connection has access to your press release prior to the media seeing it in its raw form. So to be effective don’t even think about the media. Instead think about the people who are reading the press release and can make a decision right from that release not from people who will be seeing the content of the release after it’s written about later on by the media.
And if you do that it will cause the release to be written in a very, very different way because rather than use big words trying to impress members of the media so that they will call you up for an interview, you are using the words and phrases instead that your buyers are using and you are writing in such a way that your press release will be visible to the search engines, that it will create and compel people to click on one of the links in your press release and go to your site which is ultimately what you want people to do when they are reading an online news release is to take the next step which is typically going to your site.
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