The Public Relations Power of Internet Marketing

The Public Relations Power of Internet Marketing

The press release has long been the optimal tool for public relations. The press release, also known as a news release or news advisory, is simply a written announcement to the media. It can detail everything from scheduled events, staff promotions, awards, new products/services, accomplishments, anniversaries, speaking engagements, etc. Press releases are also used in generating a feature story. Reporters are more likely to consider a story idea if they first receive a release. It is a fundamental tool of PR work, one that anyone who's willing to use the proper format can use.

In today’s 21st century world, the press release can now be “optimized” for placement.  Releases can include video, links and images.  Search engine optimization (SEO) is the strategic placement of keywords and links into the body of your press release.  By using SEO in this way you:

  • Garner media coverage
  • Create links to  your website
  • Raise your rank in Google searches

According to Gene Sower, President,,, a Montclair, NJ, based internet marketing company, “This is not your father’s press release anymore.  We define online public relations (PR) as techniques that help you spread your message, increase your online profile and increase traffic to your site. Online public relations will generate in-bound links to your own website and increase your visibility, all with an eye towards boosting traffic to your site and ultimately increasing sales and profits.”

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So how do you “optimize” your press release? 

First, you need to have a “landing” page or pages on your website, Facebook or Twitter Page.  These landing pages will be where “links” in your press release land and drive traffic to your website or Pages.

Next, do a search and make a list of keywords.  Keywords are words customers use when they search for you.  These keywords should then be used in the headline and intermittently in the body of the text.  Always make sure there are links that bring the reader back to your website, your Page on Facebook or on Twitter.

Next, the subject line is where a catchy use of keywords will pay off.  Try to put as many “key” words into this line as possible while keeping it short and snappy.

The beauty of thinking of the press release in this way is that when these things are considered at the outset in writing the release, you can then measure how successful your release has been not only by how many news stories or blog posts were written about it, but also how well the release ranked in the search engines and how well it drives traffic, sales or other actions from online visitors to your website.  By utilizing your press release to land both traditional and online “hits” will ensure your message reaches a broader audience.

Let me know if you “optimize” your press releases and the results you receive. 

Please feel free to e-mail me at with any questions or suggestions.


The opinions expressed herein are the writer's alone, and do not reflect the opinions of or anyone who works for is not responsible for the accuracy of any of the information supplied by the writer.

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