Public relations is enjoying both an evolution and a renaissance.
While traditional media outlets have been steadily shrinking, sources of online news and information have been exponentially growing.
Digital public relations, which has developed from this interesting paradigm, is an inclusive blend of both traditional push PR tactics and pull marketing tactics inherent with search engine optimization. In a very real sense, digital public relations can serve both a PR objective of securing coverage, and a marketing objective of achieving inquiries and sales.
Lee Odden, CEO of TopRank® Online Marketing, was recently interviewed by Jiyan Wei of PRWeb for the Webmaster Radio program, “Cover Story” on Push and Pull Public Relations.
In the interview, Odden described how businesses can leverage digital public relations to both build exposure with online and offline journalists as well as generate inquiries from directly from end consumers.
Via optimized press releases, businesses are able to distribute their news via wire services to the media and also reach journalists, analysts and reporters conducing online research via keyword queries on various types of search engines.
In TopRank’s Journalists’ Use of Search Survey in 2008, 91% of respondents cited using standard search engines to do their jobs. 95% use search for researching past news stories and 82% for story ideas. According to Neilsen Online, Yahoo News receives nearly 35 million monthly visitors/searchers. The opportunity to optimize news content for a seeking audience is substantial.
Through news search engines, or even traditional search engines such as Google or Yahoo!, optimized press releases and other news content can be found by both enterprising journalists researching a story or consumers seeking products or services.
“When you look at news search, a lot of the content you find is optimized press releases,” states Odden in the interview. “Businesses can draft and optimize theses releases, distribute them through wire services, and reach consumers and journalists directly with their news message. “
Businesses who master digital public relations through optimized news content are able to reach elusive journalists AND consumers who are using search engines to find news and information. The result can be increased media coverage, brand awareness and ultimately, sales.
Wei’s full interview with Odden may be found at WebmasterRadio.FM.