When to Use On-Line Public Relations Vehicles?

As a public relations specialist, it’s important to know when to use on-line Public Relations vehicles.  Since there is a cost associated with PR websites, you don’t want to waste it on something that is not newsworthy.  It’s important to research the various websites available and the costs for uploading a press release. The most popular websites include PR Web, 24-7 Press Release, BusinessWire, and PRlog.  The most expensive sites are PR Web & BusinessWire which charges up to $200-$250 per release,  24-7 Press Release charges $50 per release, while prlog is free.   These online sites  can get your company noticed, improve your search engine rankings, and generate more leads. Once you create an announcement about your organization, it goes out across the web and hits the press worldwide!
The process is simple…..Each online mechanism requires you to set-up an account and offers you the ability to distribute your press release and reach all your targets: print and broadcast newsrooms, individual reporters and editors, consumers, financial and news portals, websites, news syndicators, bloggers, social media networks and more.  You can also target by region, industry, or news theme.  Usually, once you upload the press release it takes 24 -48 hours for the press release to be approved and distributed.
Here are situations that call for spending your dollars on an online PR site distribution:
Upcoming Trade Show – Your company is exhibiting at an upcoming trade show or conference and you want to spread the word.  An online PR site is a great vehicle to accomplish this.  It will help you promote your booth and invite attendees to stop by. It creates excitement and anticipation for your company and can increase your booth traffic.  It’s also a great way to get the word out to the media that will be attending the trade show.  They are always looking for new stories to cover at the show and by giving them advance notice, you can schedule meetings and get people talking before the show!
New Product Launch – You have a new product coming out in the fall and you want to start creating hype in the industry now.  An online site will give you the ability to inform your target audience about the new product prior to the release date.  It’s a great way to prepare for your new product launch.  You can also upload product photos and offer discounts to people that order the product in advance.
Acquisition – Typically, most companies write a press release announcing a new acquisition.  By uploading the announcement and sending out via the online sites, you are getting the word out quickly. You can select by industry and make sure that everyone in your particular industry is aware of your new acquisition.
You sent out the release…now how do you track results?  Most PR specialists look at impressions, number of views, and online articles.  An impression refers to any time the headline and possibly the summary is displayed at any of the distribution points the online site has the ability to track.  It includes the home page, browsing by day or category, and newsfeeds.  The release views refer to any time the full body text of your press release has been displayed at any of the distribution points.  By keeping track of your successes and how many times the PR release is published gives you the backing to continue spending money on these types of vehicles.  Hopefully, it will continue to be a vehicle that is widely used in the future.
Author:
Monique Merhige is the President of Infusion Direct Marketing & Advertising, Inc.  She has over 15 years of marketing communications experience with technology companies ranging from small service firms and equipment manufacturers to a 1.5 Billion dollar division of Motorola.  Infusion is a marketing consulting firm that specializes in the security industry and delivers marketing solutions that include Public Relations, Direct Marketing, Branding, Collateral Development, and Social Media Marketing.  Visit:  www.infusiondirect.com or call 631-846-1558
Sources:

• www.businesswire.com
• www.prweb.com
• www.24-7pressrelease.com
• Image:  www.everydaypr.net