This page contains a Flash digital edition of a book.
JULY 2009
|
www.opp.org.uk
Over 3,000 news stories

Search the archive at www.opp.org.uk/news.asp
|
61
INDUSTR
Y
PEOPLE
DESTINA
TION
BUSINESS
would interest them, perhaps linked to to write great copy for your own Before you even think of putting your story out, you’ve got to
this survey? website, ask them for help in making spend time getting to understand your target publications.
your stories newsworthy and once you
4. Get yourself noticed by taking build relationships with a few, they’ll Keywords – your secret weapon To optimise your online PR, use a
part. Online media often offer the start coming to you with ideas they The simple words people use when popular keyword in the title of the
opportunity to comment on stories think they can sell. they search for your products, the press release. In the first paragraph
they publish. You can draw attention variety of keywords is as rich as the of your release summarize your
6. Look for media contacts in English language. A typical popular story and use keywords. Include
DE
Keywords will tell you what directories. There are several great web page will attract visitors who quotes from key people and VEL
people are looking for, help directories of magazines and writers have searched using hundreds if not include keywords in the quote.
OPER
you to focus your sales and that you can search for the media and thousands of different keywords. Finally, always link to more specific
web content strategy, give journalists you’re looking for. These Find those keywords and include information on your site.
you ideas for content, and are expensive but a service like http:// them in your website copy and your
bring you relevant search www.medialistsonline.com/ allows you site will move up the search engine Be newsworthy
engine traffic. to pay-as-you-go and can be excellent rankings. Keywords will tell you what By following these principles you will
value. people are looking for (it’s great already be doing much more than
to yourself by making good, helpful market research), help you to focus your competitors and your online
comments on a story that interests 7. Use press release distribution your sales and web content strategy, public relations efforts will stand out
M
you. Over time, you will build up services. Such services build up give you ideas for content, and bring from the crowd. However, on their ARKE
contacts. extensive lists of journalists and you relevant search engine traffic. own they are not enough. To succeed
publications that are eager to get good Your press releases should also at online PR, you must also have
TING
5. Look for freelance journalists. In news stories. Think about BusinessWire. use keywords because journalists substance and news value. Editors
today’s media, freelancers play an com, PRNewswire.com, PRWeb.com search Google when researching don’t want to publish boring stories
increasingly important role. They’re and PressDispensary.co.uk (these will stories (your press releases can so spend time creating newsworthy
usually expert writers who can help also be able to help you write your also be found by your potential stories about your brand – and the
you get coverage – you can pay them press release). customers). rewards will come.
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72
Produced with Yudu - www.yudu.com