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Press release or news release?

David Meermen Scott says what you call it makes all the difference. In his great book, The New Rules of Marketing and PR, David advises that you stop writing press releases and concentrate on news releases. Is it just a name change? No.


David points out that the whole idea of a press release has been to provide a story to the media. The stories are designed to appeal to reporters and to editors. These are the traditional gatekeepers—the folks that keep your story from getting to the audience you want to reach.
But the Internet changes everything. David advises that you rethink your press releases to go direct to your audience. That’s why he advises you call them news releases. Sure, reporters and editors will still receive them and, just as always, might print a story. The news release, however, is also designed to go direct to your audience—the Internet way.
When you distribute your news release on the Internet, a service such as PR Newswire uses RSS feeds and other means to send your release all over the Web. It shows up in Google News when your audience searches for the right words. What this means is that Google is the new gatekeeper.
And that changes what you need to do.
Writing press releases (er, news releases) is becoming just like every other search marketing campaign. You pick the right keywords and you make the story interesting enough to draw links. And you think carefully about how to entice readers to use social bookmarking, social networks, and other social media to pass your message along.
“News release” is not just a new name. It’s a new way of thinking.
Thanks, David for pointing this out. If you haven’t read David’s book, what are you waiting for?

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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