PR has always been the way to reach media professionals when you had a significant newsworthy event of interest. The measurement for PR has always been the number of media impressions. Impressions on TV, radio, in newspapers, magazines, etc.
The research, conducted by Vocus for the Society for New Communications Research (SNCR), found that under one-third (31 percent) of press releases are actually used for their traditional, old media purpose: to convey information to the press. Actually announcing news, in fact, has fallen to position No. 3 in terms of marketers' stated goals for their news releases.
Online PR is being used to increase traffic to the submitter's Web site. Both from a direct link from a media property that adds the press release to their news site as well as increased SEO placement due to the link backs. One of the best ways to increase your SEO placement is to have multiple links to your site. Online PR submission helps increase the number of link backs to your Web site.
The New PR
Online PR has not only replaced the process for getting possible news stories out to the media but it also dramatically increases the opportunity of improving online awareness. Your article could end up on Yahoo News, NYTimes.com, etc. and not end up on the 5:00 news. Online PR provides both alternatives where traditional PR doesn't.
There are guidelines that still have to be followed and best practices to help you get the most out of your online PR submission. Obviously, you can contact us at Ontarget and we'll be happy to help you move from the old ways to the more cost effective and new Online PR process.
If you have any questions feel free to contact us at info@ontargetinteractive.com.
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