Lately it seems pretty clear that the media don't really need PR folks pitching to them. We still do, however, most media are Internet savy enough to research their topics online and find articles about companies out there on the Web. And so that means that we, as marketers, need to make sure that our clients are also out there - accessable even by the media. What does this mean?
You start with a good press room on your website with press releases that include your key words embedded in each release. You add a press kit with documents that describe what your company is all about - that means press releases, company backgrounders or profiles, frequently asked questions (FAQ), product or services profiles, and customer testimonials, etc. Each of these documents too must be key worded.
Next you post your press releases by the wire service companies, and write articles and post them throughout the web in article submission sites. Its important that you not "copy" any documents that are posted. The rule of thumb is to change the content of each artcle on the web about 30 percent because Google will not "count" duplicates.
Just like in the old days, people said retail was all about location, location, location -- well, search engine optimization and social media marketing is all about content, content, content on the Internet.
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