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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 4th Edition
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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 4th Edition

by David Meerman Scott
July 2013
Intermediate to advanced content levelIntermediate to advanced
464 pages
12h 28m
English
Wiley
Content preview from The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 4th Edition

20

How to Use News Releases to Reach Buyers Directly

As the fascinating case studies from Chapter 7 show, the web has changed the rules for news releases. Buyers now read your news releases on Google, Yahoo!, and other search engines, on vertical market portals, and with RSS readers. Thus, smart marketing and PR professionals craft news releases to reach buyers directly, propelling books to number-one spots on best-seller lists, driving more web traffic, securing more donations, and selling more products. Again, this is not to suggest that mainstream media and media relations programs are no longer important. In most markets, mainstream media and the trade press remain vital. But your primary audience is no longer just a handful of journalists. Your audience is millions of people with Internet connections and access to search engines and RSS readers. So how do you get started with a direct-to-buyer news release program? Let's start by recalling the new rules of news releases from Chapter 7:

  • Don't just send news releases when big news is happening; find good reasons to send them all the time.
  • Instead of just targeting a handful of journalists, create news releases that appeal directly to your buyers.
  • Write releases that are replete with keyword-rich copy.
  • Include offers that compel consumers to respond to your release in some way.
  • Place links in releases to deliver potential customers to landing pages on your website or to other valuable information published by your organization, ...
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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 3rd Edition

The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 3rd Edition

David Meerman Scott

Publisher Resources

ISBN: 9781118711071Purchase book