| Public relations is how a business conveys information | | | | you are all about. Companies can submit news stories |
| to the public to build good will, credibility, name | | | | directly to on-line wire services, where industry news |
| recognition and prestige. PR activities include: | | | | sites, blogs and message boards regularly pick them |
| Press releases, articles and newsletters; | | | | up. Stories on "hot" topics can rapidly circulate among |
| Company-sponsored events and activities; | | | | blogs, providing the company with highly effective - |
| Speaking engagements and interviews, and | | | | and free - viral marketing. If direct submission is not |
| Trade shows and conventions. | | | | practical, the company can work through an on-line PR |
| Web site PR is all about news, and top companies rely | | | | firm that specializes in article placement. |
| on the Web to spread it. As newspapers shrink in size | | | | PR submissions come in many flavors, such as |
| and circulation, on-line news outlets multiply. Though | | | | technical white papers, press releases, customer |
| often overlooked, Web site PR is surprisingly easy, | | | | success stories and opinion-editorial pieces. Each type |
| affordable and effective, as long as you follow a few | | | | requires a different emphasis and style; properly |
| simple rules. | | | | crafted submissions quickly will grab the attention of |
| The first step is to make sure your company Web site | | | | editors and readers. Above all, articles must have real |
| is media-friendly. Journalists begin research by cruising | | | | informative value; otherwise, they get lost in the shuffle. |
| a target company's site. They look for PR contacts, | | | | For example, EzineArticles(TM), a popular submission |
| basic company facts, corporate position statements, | | | | site, receives nearly 9,000 articles per month! Despite |
| financial information and images to download for the | | | | the proliferation of news, analysts see nothing but |
| story. With that in mind, a powerhouse PR site will | | | | growth for Web site PR; in fact developing |
| have: | | | | technologies such as "podcasting" open up whole new |
| Easy navigation; | | | | vistas of opportunity. |
| Clear, concise and jargon-free content; | | | | Companies that fancy themselves sharp Web |
| Current news and archived press releases; | | | | marketers because they do effective search |
| A "Media Room" with photos of key executives, | | | | marketing and pay-per-click campaigns often miss the |
| personal contact information and newsworthy charts | | | | public-relations boat. PR does not replace on-line |
| and graphics; | | | | advertising, but compliments it. Article placement can |
| Financial data, and | | | | enhance optimization, and PR reaches targeted |
| A consistent and compelling overall message. | | | | market segments with information-rich content. This |
| Follow these guidelines and all visitors - not just | | | | means when a qualified prospect spots your ad or |
| journalists - will develop a clear and favorable | | | | scans Google results, they will recognize your name - |
| impression of your company. | | | | and click. |
| After giving your site a PR tune-up, tell the world what | | | | |