Tag Archives: publicity

Are You Optimizing Your Press Releases?

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Well-written, Internet-optimized press releases are a powerful means of getting publicity and attaining highly qualified leads for your business.

Press releases stay on the Web forever, gaining you traffic and qualified leads for months or even years to come.

In addition, the rules have changed for press release strategy due to the Web. The primary audience for the Web is not a handful of journalists, but the ability to appeal directly to your audience via Internet connections and access to search engines.

Press releases should be written with keyword-rich copy, links to deliver potential customers to landing pages on your Website, and optimized for searching and browsing.

Likewise, articles that mention your company are generally archived in the
e-publications on the Web. This, too, will help boost traffic to your Website.

Marketing in a Slow Economy

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Marketing is a core function for all business. Slashing budgets – marketing, promotional and publicity – actually will worsen your company’s performance. If you lower your visibility in the marketplace, your competitors are just waiting around the corner to carry off your customers.

The right marketing, promotions and publicity in the right place at the right time will make a big impact on your sale efforts. You need to be proactive (online and offline) and to effectively communicate your capabilities, uniqueness, competence and customer service.

Outperforming your competitors requires solid branding and marketing knowledge. Your company, products and service positioning depends on the formulation and implementation of an intelligent and aggressive strategic marketing plan. Building and managing a strong brand takes careful planning and ongoing actions especially in a struggling economy.

PR Helps Point the Customer to You

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It’s very important to stay close to your customers to make your company, its products or services an easy, reasonable choice. Conducting public relations (PR) is a cost-efficient and effective way to find new customers and boost your reputation.

Publicity is not a substitute for advertising. It can’t guarantee 100-percent control over content, display, position and frequency, as does advertising. But what it lacks in frequency, public relations can make up for in reach. Publicity can deliver your product / service message through a variety of media that could never be included in the most lavish advertising plan.

Sound public relations is an integral part of maintaining a successful business. Competition for customers is always keen. Successful public relations – nurtured over time through relationships with media contacts – can help establish an ongoing, positive awareness of your company and the products and/or services it provides. It can inform and excite customers and employees.

Third-party endorsement by the media – online and offline – sells integrity, quality and extraordinary service like no advertisement can. Public relations has the power to persuade the public.