The social media press release isn’t new, especially for public relations pros who’ve witnessed the shift to new media channels. Anyone has the ability to find your press release and share it with people in their social circles online. Yet, most website news sections are still set up as if traditional media outlets will come to them, find the news, and use it in a story or feature.
You can’t ignore traditional media outreach methods, as they continue to play a significant role in any public relations strategy. However, striking a balance between what reporters want to know and what bloggers and social influencers want to share enables you to maximize the effectiveness of any news your company has to share.
For example, here’s a press release page that I created with a team of amazing web developers and graphic designers.
Our goal was to allow the essential news to be viewed at a glance, while enhancing the search engine optimization and social sharing features for customers and online media alike.
This release doesn’t just have a headline, subhead, capper, and contact. We added the following features to empower users online to find and share the release:
- Image asset: Simple way for bloggers to download an official image, which enhances their posts.
- YouTube video link: Rather than using an in-house video player, YouTube allows bloggers and online media to easily embed a video on their sites. Consumers can also easily share the video on their social networks using YouTube’s built-in sharing features.
- Keyword optimization: Placing essential keywords like “Windows Phone,” “eBooks,” “Audiobooks,” and “App” in the headline make it easier to discover through search engines. Just don’t get to keyword heavy. You still want a headline that grabs the readers attention and gets the message across.
- Twitter sharing: Using existing Twitter APIs, we integrated a Tweet button on the page so that consumers could spread the news on Twitter.
- News facts: These bullet points, pulled straight from the information in the release, allow readers to find at-a-glance information about your announcement.
- Keyword tags: Tagging a press release with highly searched keywords (in this case something like “eBook apps”) associates the release with a new URL and provides additional crawlable pages for search engines. You’ll also be able to guide readers to other relevant news about your company.
- Title tags and URLs: Having the keyword-optimized headline in the title tag and the URL improve search engine discovery, as well.
Yes, you still need to build relationships with reporters and bloggers. But having all of the assets in one place for those individuals, as well as potential new contacts and customers, improves your overall strategy.