A Google link schemes definition update de-valued press release links, but that doesn't mean press releases stopped being valuable. Learn the three goals of any good press release and four smart methods to meet those goals. Plus, learn how to find journalist and blogger information in bulk, for free! This was a live presentation of "Why Press Releases Are (Still) Useful for Marketers" hosted by Arienne Holland, Communications Director at Raven Internet Marketing Tools, on 10/17/13. Watch the video at the end of the slideshow.

1. Why Press Releases
Are (Still) Useful
for Marketers
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2. Why Press Releases Are (Still) Useful for Marketers
ARIENNE HOLLAND
Communications
Director
What I do for Raven:
• Communications, publicity,
marketing (content, email, and
social media) and general
geek-wrangling stuff
• Public speaking and teaching
• Refrigerator organization
@RavenArienne

3. Why Press Releases Are (Still) Useful for Marketers

4. Why Press Releases Are (Still) Useful for Marketers
Press release goals
•
•
•
Get the attention of a journalist (influencer).
Get your message to your target audience.
Move your audience to action.

5. Why Press Releases Are (Still) Useful for Marketers
How to meet your goals
1. Build your journalist / influencer list.
2. Choose your distribution methods.
3. Craft your message for each distribution method.
4. Measure the results and analyze for next time.

6. Why Press Releases Are (Still) Useful for Marketers
Step 1:
Build your journalist
and influencer lists

7. Why Press Releases Are (Still) Useful for Marketers
Media databases - $$$$
•
Cision: Traditional media contacts, social media
contacts and “influencer lists” (e.g. fashion, tech,
travel, health, personal finance, family)
•
Vocus: Journalists, bloggers and influencers
•
Gorkana: Journalists and bloggers
•
MyMediaInfo: Media contacts and social media
contacts

8. Why Press Releases Are (Still) Useful for Marketers
Paid social lists - $-$$
•
MuckRack: Journalists and bloggers on social
networks, searchable by topic, publication, beat
and what they link to
•
PressPass: Journalists on Twitter organized by
beat, media outlet and region

9. Why Press Releases Are (Still) Useful for Marketers
Free
•
MediaUK: Websites, addresses, telephone
numbers, email and more for all areas of the
online media, including 830 radio stations, 514
television channels, 1,591 newspapers, and 1,974
magazines - from 301 media owners.
•
Journalisted: “Independent, not-for-profit
website built to make it easier for you, the public,
to find out more about journalists and what they
write about”

10. Why Press Releases Are (Still) Useful for Marketers

11. Why Press Releases Are (Still) Useful for Marketers
Free
•
HARO: Thrice-daily emails with calls for sources
on a ton of topics. (Tired of hearing about
HARO? Read this: raventools.com/blog/haroplus-raven-press-success/)
•
FlackList: Create a “press room” for your brand
•
MuckRack newsletter: Daily, with witty, oft
snarky roundups, journalist-of-the-day profiles
and changed-jobs sections

12. Why Press Releases Are (Still) Useful for Marketers

13. Why Press Releases Are (Still) Useful for Marketers
Free
•
Twitter advanced searches: Try advanced
searches such as “journalist OR reporter OR
blogger OR news” in any language or region.
•
Twitter lists you make: If your list is public,
name it “Smart Journos” or “Influential Journos”
•
Twitter lists other people make: Start with
@Scobleizer and @AntDeRosa (check their lists
and lists they’re members of, then subscribe)

14. Why Press Releases Are (Still) Useful for Marketers
Free
•
Facebook Graph Search: This is for serious
stalking. Even if a journalist keeps his or her
profile private, many of them show off their
music, TV and movie likes.
•
Contently: This is one of several new “portfolio”
or “digital clipping” websites aimed at journalists,
guest bloggers and other online writers. Good
place to stalk.

15. Why Press Releases Are (Still) Useful for Marketers

16. Why Press Releases Are (Still) Useful for Marketers
Step 2:
Choose your distribution
method

17. Why Press Releases Are (Still) Useful for Marketers
Aim carefully
• PR distribution services
• Personal emails (no BCC lists!)
• Person-to-person outreach (remember the ethics
and small budgets of today’s newsrooms)
• Social media sharing

18. Why Press Releases Are (Still) Useful for Marketers
Step 3:
Craft your message
for each distribution
method

19. Why Press Releases Are (Still) Useful for Marketers
Details matter
• Consider subject line for emails
• Consider headlines for releases distributed online
• Consider “tweetable” press releases with factoids
for versions that you post on your website
• Be as direct as possible, as quickly as possible
• 0% JARGON, 100% NEWS

20. Why Press Releases Are (Still) Useful for Marketers
Press Release Tips to Get You Noticed:
15 Journalists Tell You How

21. Why Press Releases Are (Still) Useful for Marketers
Step 4:
Measure results and
analyze for next time
Which outlet performed the best for your goals?

22. Why Press Releases Are (Still) Useful for Marketers
Goal 1: Get attention of a
journalist or influencer
What to track and report:
• Number of journalists contacted
• Number of journalists who responded
• Number of mentions (citations) in print and online
• Number of links online
• Number of social shares by journalists or influencers

23. Why Press Releases Are (Still) Useful for Marketers
Goal 2: Get message
to your target audience
What to track and report:
• Increase in brand mentions
• Increase in new website visitors
• Increase in social followers (especially if your news is
about a contest or special promotion that requires
entry via social media)

24. Why Press Releases Are (Still) Useful for Marketers
Goal 3: Move your
audience to action
What to track and report:
• Increase in conversions during the press release peak
•
•
and following major links / coverage
Increase in conversions from new website visitors
Increase in conversions from new site visitors from
social paths

25. Why Press Releases Are (Still) Useful for Marketers
Raven tools that help

26. Why Press Releases Are (Still) Useful for Marketers

27. Why Press Releases Are (Still) Useful for Marketers

28. Why Press Releases Are (Still) Useful for Marketers

29. Why Press Releases Are (Still) Useful for Marketers

30. Why Press Releases Are (Still) Useful for Marketers

31. Why Press Releases Are (Still) Useful for Marketers

32. Why Press Releases Are (Still) Useful for Marketers

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