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B2B PR - Social Media and Press Release Optimization

Melodramatic and obvious perhaps, but news sites, online press release distribution and social media tagging have radically altered the PR landscape. PR is no longer just about writing press releases announcing your internally-focused company news to select industry media (though you should still do that), but also about writing news releases that demonstrate your expertise and provide valuable content for your prospects. These releases need to be written and distributed differently than traditional press releases, with the goal of reaching both traditional and new media outlets indirectly through increased market exposure.

All press releases and news releases need to be search-engine optimized. Much has been written on this topic, but the best single piece I've seen is Rob Garner's Yes, You Should Still Optimize Press Releases. Rob brings all of the elements together in one excellent, concise post. Among Rob's tips:
  • Include popular keyword and keyword phrases in the release summary, or the secondary release heading.

  • Reinforce the major keyword theme in the body of the release. Once again, what works for optimizing Web pages goes for releases as well.

  • Include the company URL in the first paragraph, after the company name.

Rob's post has ten tips like these—very much worth not only reading, but printing out and hanging where you'll see it every time you write a new press or news release.

Finally, promote your releases directly to your market through outreach to influential industry bloggers, an online distribution service such as PRWeb, and through tagging on social media sites.


Contact Mike Bannan:


Joan Stewart said…
Your advice on press releases is right on the mark.
You might be interested in knowing that I’m offering a free email tutorial called "89 Ways to Write Powerful Press Releases."

I explain why we should no longer be writing press releases only for the press, but for consumers who can find the releases online, click through to our websites and enter our sales cycle, even if journalists don’t think our release is worthy of attention.

The course includes several terrific press release samples as well as "before" and "after" makeovers.

You can sign up for the free press release writing tutorial at

It's a very long tutorial but please stick with it. By the time you're done, it will be like earning a master's degree in writing and distributing press releases. And you'll know more about this topic than many PR people.

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