Tweet

Why A Single Press Release Is Not Enough

Guest post by: Tara Geissinger

Article Overview: On this article, you'll find out some of the most compelling reasons to add online PR to your regular marketing mix. Whether you're pursuing exposure in the search engines or the attention of journalists and bloggers, you'll discover how consistent press release distribution can help build your business.

Why A Single Press Release Is Not Enough

It's a common fallacy, especially among small business owners. The idea that writing and distributing a single online press release is enough to gain exposure is as pervasive as it is untrue. One release is unlikely to yield the exposure, media coverage, and marketing benefits that an ongoing PR campaign can produce. Online PR should be a component of your continuing marketing efforts. There are good reasons large companies often put out dozens of press releases each year; some distribute hundreds. They understand the value of keeping their names in front of those who can help build their brands and promote their products.

Below, we'll present some of the most compelling reasons to add online PR to your regular marketing mix. Whether you're pursuing exposure in the search engines or the attention of journalists and bloggers, you'll discover how consistent press release distribution can help build your business.

The Journalist's Unspoken Credo: What Is Familiar Is Credible

This is something that few journalists and bloggers publicly admit. The more they see the name of your company, the more likely they are to consider your press releases for publication. Having a track record builds credibility in their eyes.

In any given year, a full-time journalist might skim through hundreds of releases. Most of them come from companies that are unfamiliar. Predictably, there is an inherent skepticism on the part of the journalist, who has no expectation regarding whether a given company will survive. If a press release carries a "big" news story, it may grab the journalist's attention. Otherwise, releases from unfamiliar companies are likely to be set aside for those coming from companies that are recognizable.

The bottom line: the more press releases you send, the more attention you'll attract. And this means more coverage for your company.

Increased Search Engine Visibility

A single online press release can bring targeted search traffic to your site. But over time, the position of the release will likely fall, eventually dropping off the first page of the organic results. As this happens, you'll find your traffic will decline. This is one of the reasons to distribute press releases on a consistent basis. Rather than relying upon a single release to drive search traffic, you can have several streams of traffic coming from multiple releases.

This not only increases your exposure in the search engines, but also improves the ranking of your company website. Each press release carries links to your site. The more releases that are indexed by the search engines, the more links you'll build. A growing link profile is a key ingredient of search engine optimization.

Suppressing Negative Publicity In The Search Engines

While the search engines have been a boon for many small businesses, they have also opened the door to criticism. Frustrated customers, disgruntled ex-employees, and even competitors, can post disparaging comments about your company on blogs, forums, and social media sites. Once such comments are indexed in the search engines, they are almost impossible to remove.

By consistently sending out online press releases, you can push such negative comments off the first page of the organic search listings. Together, your press releases, along with your website, can essentially control the first page for your company's name. Few people will venture to the second and third pages. Out of sight equals out of mind.

How Often Should You Distribute Press Releases Online?

This depends largely on your budget, as opposed to newsworthy items about your company. Most business owners assume they have nothing interesting to tell their customers. In truth, there are myriad topics that warrant a press release. For example, you can tout new products, new employees, or new partners. Release news about recent expansions. Let your market know about the ways in which your company is getting involved with your community. Company anniversaries, holiday sales, results from polls recently taken, and tips for your customers, also pose interesting topics for your press releases.

The key is consistency. There is no shortage of things to tell your market. Rather than sending out a single press release, focus on integrating online PR with your regular marketing campaign.

Related Articles
  5 Benefits of Publishing a Press Release
  Writing An Attention Getting Press Release
  Getting Your Press Release Noticed
  The Press Release Triple Threat
  How To Write A News-Worthy Press Release
  Press Release Success Criteria - Is it Newsworthy?
  Just the Facts Ma’am, Just the Facts
  The Press Release aka Tell Me Your Story In One Page Or Less
  The Power and Influence of Press Release Marketing to Promote Your Brand
  5 Topics You Probably Didn’t Realize Can Be in a Press Release
  Top Tips on How To Write Press Release
  15 Press Release Topics For the Small Business Owner
  How To Write A Press Release
  How to Write A Press Release For The Internet
  Press Releases - The Two Most Common Mistakes
  Learn How to Write a Press Release Correctly
  Search Engine Optimization Techniques
  Press Release Distribution
  Tips To Write An Effective Press Release
  Six Tips for Getting More Media Attention with Your Press Releases

Article Tags: how to write a press release, online press release, Press release, press releases



Related Forum Posts
Press Release Builder Tool - Hi Shri - I would be happy to. What do you need from me? Please PM me the details. Also, if anybody has suggestions for how to make the Press Release Builder Tool more valuable please let me know!
Re: Sales with no start up fees. - Hi Mary, Maybe you have something New to offer. You can write an article of something new you have to offer. Then submit it. Following that rewrite it into a Press Release, indicating the need of support to promote it. Just an idea. Be blessed Beat
Re: Looking to outsource my sales - With a budget of $1,500 I know a guy in India who will do all these works on your website for you SEO Articles writing Article Submissions Forum Postings Website Submissions Press Release Link Exchange Video Submission If interested pm me and i send you his linl
Re: Why Some Websites Sell and Others Don’t? - There is myth that if you build websites people will come. It is never through, you need to do a lot of things to make your website to work. You have many models of attracting traffics to your site. PPC Article Marketing SEO Press Release Banner Ads Forum Posting Classified Advertising Media Buying Solo Ads and a lot of more. If you are not doing any of the above your websites will just be one of the millions of the unknown sites in cyber space
Re: And Software? - [quote="Takuya":e2n4run5] I use the "Press Release Equalizer" to submit my releases after complying with all the different guidelines set forth each PR website. The tool is great to automate the submission process but it's more effective if you write multiple releases promoting one event. Tak[/quote:e2n4run5] Ok, been checking into PREQ and can't find it, sorta. Is it a website, or a piece of software? I keep finding people who talk about it, but when I check any of the links that they post, I get: "The server at hop.clickbank.net is taking too long to respond." So, could someone elabourate on this? Thanks.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

10 Golden rules to survive the Global Crisis

LEARNING TO HAVE FUN – EVERYDAY!

Igniting Your Unstoppable Business Destiny

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.