The press release is dead! So why are we still writing them? The truth is there is still marginal value in writing a press release, but it’s mostly in solidifying messaging or as an asset for the website to show client wins or expertise in an area. Once we start talking about distributing a press release, we have to be careful.
It was recently, while brainstorming a new tagline (which was to coincide with a revamped brand image) for a client, that I began pondering the very essence of taglines. Why do we use them? How does one determine the good taglines from the bad? Are they as important today as when they were first conceived? Will I be tarred and feathered if I go without one? While the answers to these questions may not be objectively clear (perhaps save for that last one), what can be said is nearly everyone (more specifically, every brand) needs a tagline. But considering we’re here for the sake of argument and not to find the answers to all of life’s great questions, read on for even more rhetorical questions and probably a few opinions as well.
Google pulled together this presentation (Experminents in Digital Creativity) for Advertising Week in which they show off some very cool stuff that creative people have done using a variety of Google tools. Be prepared for a ton of YouTube usage, but mixed in are cool campaigns leveraging the Google Maps API and some new tools built for Android.
The presentation shows “87 cool things” so be prepared to waste your entire afternoon looking at the different things people have done. Everything from a website built entirely using YouTube to some cool stop motion videos to creating a piano out of the state of Ohio. Cutting edge stuff from some very creative people.
Check out the full presentation at: https://sites.google.com/site/experimentsindigitalcreativity/
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Relationship Between SEO and PR
I’ve been to a ton of conferences where
so-called experts discuss the relationship between SEO and PR.
Inevitably, they say things like “when you issue a press release, put it on your site first before you put it on the wire — that way you’ll avoid a duplicate content penalty” or “when you issue a press release, make sure that it’s laden with important key phrases and link to your site using those key phrases as anchor text.” Then there’s follow-on advice to make the most of social marketing and link to your press releases via your Twitter account, your Facebook page, etc.
OK, this isn’t bad advice. It’s actually good advice, but it’s definitely not the most important thing to know about SEO and PR.
Today, many of the methods PR professionals have long relied on to pitch the media aren’t as effective as they once were, thanks to an industry that has dramatically changed over the last few years and that continues to evolve into unknown territory. In my last post I discussed how PR professionals must tailor the way they reach out to journalists as newsrooms are operating on fewer and fewer people, but there’s another major development that has changed the face of PR: the rise of blogging.
Soon after I began working in PR, I repeatedly started hearing that pitching bloggers required a different approach than pitching professional journalists. People said that in order to form relationships with bloggers, you had to work harder to gain their trust and prove that you genuinely had an interest in their work and that you were familiar with what they covered. It wasn’t until I began my own blog, though, that I realized just how true this was. I soon found myself being pitched many times per day and began developing a clearer understanding of what it was like to be on “the other side.”