The Dos and Don’ts of Optimizing Your Press Release

I was pleasantly surprised this morning to find a practical tips piece by eReleases.com founder, Mickie Kennedy, on the dos and don’ts and of writing SEO-optimized press releases in my email inbox. As PR professionals, we are always trying to leverage the power of SEO to drive the organic search result placement of our client’s products and services, and I think Mickie did a very nice job at summing up the steps to take when writing your next press release to ensure that it is search-engine friendly, but not overkill.

Happy writing and remember, be natural about it all!

1. Do keyword research before you start writing: When done properly, keyword research can help you figure out the exact terms your customers are using when searching for your products or services. Never just assume or guess what you think the best keywords are. Use a free keyword research tool to discover the terms you should be targeting. Make a list of some of the top keywords, and use these as a foundation for your press release.

2. Don’t sacrifice readability for SEO: Why do SEO writers always seem to get carried away with stuffing keywords in every possible piece of their copy? Good press release optimization isn’t about seeing how many times you can get the keyword in your copy. It’s about creating an easy-to-read piece that just happens to also be optimized for the search engines.

3. Do place keywords toward the top: Keyword placement is an important, yet often overlooked, aspect of optimizing a press release. To give yourself the best chance of having a well-ranked press release, you should try to include the targeted keyword in the headline, subhead, and first paragraph of the press release. You should also use the keyword throughout the rest of the press release when it makes sense to do so. Remember, the goal is to include the keyword naturally, so don’t force it if it doesn’t work.

4. Don’t get caught up measuring keyword density: Keyword density is one of those old SEO myths that just won’t die. Some people still swear that by using a keyword a certain percentage of the time in your copy, you can rank better in the search engines. It’s total BS. Don’t waste your time measuring keyword density, because there is no magic number you need to hit. Instead, focus on creating a natural flow in your press release.

5. Do use keyword-rich backlinks: Many times, you can include links back to your website within your press release. This lets readers get more information about your story, and it drives traffic to your website. But that’s not the only purpose of doing this. If you use keyword-rich anchor text in your backlinks, you can actually help improve the rankings of the pages being linked to. For example, if you’re linking to a page on your website about ABC widgets, your backlink should include should include the words “ABC widgets.” This lets the search engines know what the target page is about, helping to rank it accordingly.

6. Don’t write press releases just for the sake of SEO: While press release marketing can be an effective SEO tactic, you shouldn’t do it solely for the sake of improving your search engine presence. That’s how you end up sending out high volumes of poorly-written, uninteresting press releases. Always focus on writing newsworthy, interesting press releases.

If you follow these six tips, you should be able to enjoy the best of both worlds: media coverage and high search engine placement. The key is to always write newsworthy press releases with a strong hook that draws readers in.

Less experimentation, more collaboration may drive digital entertainment sales – notes from ESCA

Our MOD Systems team just returned from the Entertainment Supply Chain Academy (ESCA) Edge conference and came away with a strong sense of how the entertainment industry has evolved their packaged and digital entertainment distribution strategies. It was encouraging to hear the highest-level executives in operations and supply chain management for the major studios discuss their efforts to streamline their supply chains, adopt industry standards that benefit all studios individually, and develop processes that might still enable competitive advantage. These executives are some of the most respected operations chiefs in Hollywood, all executive or senior vice presidents at Lionsgate, Disney, Universal, Fox, Warner and Sony. All wearing suits and ties, all professional and respectful of one another, and all strategic in their discussion of the issues facing their business, inroads achieved over the past two years, and expectations for the coming years. In a word: Impressive.

And then came the digital executives, sharing insights into the digital supply chain and how to drive digital forward. Again, a seasoned crew with directors, COOs or senior VPs at Sony, Warner, Amazon, Rovi, and Technicolor. However, the contrast with the previous panel was stark. None were in suits, all sitting quite casually and interrupting each other frequently. Since I’ve spent my career in technology, these personalities are familiar, and I love their energy and passion for the road ahead. I also know that the digital guys are often prepped by their respective PR pros to own the panel (one said PR pro sitting next to me admitted as such. “I told him to own the panel,” she said. “Which one’s yours?” Um, none. I’m hear to learn from these guys.) At one point a simultaneous discussion had three gentleman vying for the point, each raising his voice in an effort to secure sole stage, neither backing down until the volume and annoyance factor was so great the audience erupted with laughter.

But it wasn’t just about bravado. There is an obvious contrast in the efforts, focus and collaboration that exists in traditional content distribution versus that from the digital regimes. Of course the businesses are vastly different, but not so much that we shouldn’t have standards in place that demand that the product — film, trailers, bonus material, subtitles, format, DRM, etc. — be aligned across the industry. Instead, the entertainment industry has pushed many of these decisions onto retailers in an effort to share distribution costs. It might make good business sense in the short run, but it’s created an environment where each etailer has its own strategy for delivering digital content to their customers, in different formats, through different platforms, to different devices. This complexity has hurt the industry overall: 1) high costs of digital platform development and distribution technologies have driven many away from the game altogether, 2) consumers pay for far less than 1% of the total video consumed online, and 3) digital sales represent just 3% of the total entertainment industry revenues nearly a decade in.

It was fascinating for me to hear the differing views held by traditional and new media execs in Hollywood. I forgive the digital guys a bit because it’s still a nascent business comparatively, and technology provides easy opportunity for experimentation. Unfortunately, we’re experimenting individually and competitively, rather than as a united industry with shared goals that can still leave room for competitive differentiation and advantage. There is hope, as most of these companies are members of the DECE who’s mission is to help establish these standards and processes for collaboration.

When you’re laying the foundation, don’t blaze a new trail. There are plenty of other areas for creativity and innovation, we’ll just never get there without structure and standards. I hope the digital execs will look across the office at their colleagues in the packaged media supply chain and see that collaboration and respect will present a more effective roadmap forward.

Dear John (aka Microsoft)

Our relationship dates nearly 20 years. Longer than my marriage. Longer than the entire span of my relationship with my husband. I was young, but it was a long, healthy, productive relationship. Even fun. It had just the right amount of freedom sprinkled with ties that bound.

You made it difficult to leave but I knew that was always an option. You were always there for me, despite what others said. I loved you so much I even worked with you for a while. Those were the days, weren’t they? Late 90s, Internet boom. CRAZY!

I was happier with you than any other, even when I was tempted. I had a brief encounter with Mac after we met, but I didn’t see the appeal. Fewer options, less freedom, lots of flash that made me skeptical about the whole package. Just a taste of Mac was all I needed, then I moved on. It wasn’t difficult, and you were right there waiting for me. I loved that about you.

But 20 years is a long time and temptations continued. Remember Palm? The Pilot took a lot of my attention in the late 90s. We met in 1999. I’ll never forget. It was my 30th birthday. Palm opened my eyes to something else, a new way of living, working, thinking. Of course Palm wasn’t a replacement for you, just a thrilling diversion. I loved the simplicity. The relationship was stripped of complexity. It just worked. And then one day, well, it just didn’t.

I have a hard time truly letting go of these relationships. My Pilot is still right here in my Industry Standard backpack (another intense love affair that ended badly), along side so many memories…and heartaches. My pager, my Diamond Rio (wow, you were fun), a Dell DJ, disks of the hard and floppy sorts, first portable video player (Archos), my StarTac phone (loooved you!).

I had all of you. Your operating system, your productivity apps, your media players and even your hardware. Your keyboard  still excites me today, especially the quiet ones. And your mouse still lives right under my index and middle fingers. You’ve aged well, mouse. I think we’ll be together many years still.

I know exactly the moment things started to shift. I wanted so badly to say that it wasn’t you, that it was me. But, well, it was you. Part of you, anyway. A part that was too important to overlook. It was 2008 and I was working through my 5th or 6th laptop (current infatuation was with Dell, but I’d tried them all), and began seeing Windows Mobile. I was so excited. YOU, on my favorite device. I could carry you with me everywhere. I jumped into that relationship without reservation. The reviews couldn’t possibly be right. I would ignore those.

It started right away. The questioning, confusion, crashing, illogical behavior, shutting me out, not recognizing me. I tried so hard to change your behavior. I wanted to help you. I changed your interface, went back to the way things were when we met, added and deleted applications, kept you clean and fast…. You didn’t respond. At the same time, there was a new infatuation turning every head. I resisted. I fought. I defended you. I was good friends with your publicists. I didn’t want to betray them either. I gave it everything I had. YOU MADE IT IMPOSSIBLE TO SUPPORT YOU.

I bought an iPhone.

I felt disloyal but by this time I was angry. My relationship with iPhone was lovely and peaceful. Exactly what I needed coming off of a highly dysfunctional one. iPhone worked so well, was great fun and supported me exactly the way I needed. So much so, that after 20 years I started looking at Mac. (Gasp!) I shake my head today at the thought. How could I do that.

I did my research, talked to others who’ve left similar relationships, read reviews. I followed bloggers who might shed a reason to block the thought. No such reason came. I struggled, pros and conned it, slept on it and tested it out in the store a few times. Finally, after 20 years, I bought my first Mac.

We’re still getting to know each other and we have our ups and downs, but, for the most part, Mac is an exciting opportunity for me. I can say with certainty that iPhone will remain in my clutches forever, as that love is intense and lasting. It’s the kind of love that makes you question if what you felt before was really love, or a functional blend of loyalty and familiarity and ease. Mac still has to earn that love, but it’s with me here today in front of me, under my fingers, nestled on my desk. iPhone is in my lap. He doesn’t go far.

You and Dell are on the floor. I still look at you from time to time and still encounter you in the kitchen. I imagine you’ll always be in my life to some extent — at least until my favorite little version of you in my kitchen can no longer support me. And then, I already have my sights on iPad. Whew! I have the butterflies for that one.

We’ve had a wonderful ride together. You were there for me when and how I needed you. I’ve grown, matured. But I’m afraid you didn’t. With two kids of my own now, and so many opportunities for fun and entertainment, I need more versatility from my relationship.

I’m saddened at the thought that I’m not the only one who’s leaving you for these reasons. I’m not happy to have made this choice, but it’s the right one. Please, Microsoft, grow up. Evolve. Look closely at us and then inside yourself. Who do you want to be with? Try to win us back. It will be tough for you, but you must try.

I will forever speak well of you. I hope we can still be friends.

Viral News Stories Are Almost Always Emotional, Surprising or Awe-Inspiring

The New York Times’ John Tierney posted an interesting article yesterday about what type of news articles seem to go “viral” on the esteemed publication’s site. Researchers from the  University of Pennsylvania intensely studied the publication’s list of emailed articles, checking it four times an hour for six months to identify which topics get shared the most amongst Times readers.

The general consensus was that the most viral news stories are those that stir up emotion, are surprising and most of all awe-inspiring. To be quite honest, these findings aren’t that surprising to me given the demographic of Times’ readers.

However, it is refreshing to see that in this online world where leading viral content is typically a video of a skater almost breaking his neck in a bad fall, that folks over at the Times are still opting to make positive news stories and scientific marvels viral.

A snipped from Tierney’s article:

Researchers at the University of Pennsylvania have intensively studied the New York Times list of most-e-mailed articles, checking it every 15 minutes for more than six months, analyzing the content of thousands of articles and controlling for factors like the placement in the paper or on the Web home page.

The results are surprising — well, to me, anyway. I would have hypothesized that there are two basic strategies for making the most-e-mailed list. One, which I’ve happily employed, is to write anything about sex. The other, which I’m still working on, is to write an article headlined: “How Your Pet’s Diet Threatens Your Marriage, and Why It’s Bush’s Fault.”

But it turns out that readers have more exalted tastes, according to the Penn researchers, Jonah Berger and Katherine A. Milkman. People preferred e-mailing articles with positive rather than negative themes, and they liked to send long articles on intellectually challenging topics.

Perhaps most of all, readers wanted to share articles that inspired awe, an emotion that the researchers investigated after noticing how many science articles made the list.

Click here to read the full story.

CES Prep Time – It’s Going to be a Techlicious 2010

The month before the technology industry’s biggest Consumer Electronics Show, CES, all of us at Concept are busy as can be getting things ready for our clients’ new product and technology announcements. With press bookings, shows, booth prep and more, December not only brings excitement for the holidays but also for all the great technology advancements and gizmos of 2010.

From digital camcorders, to car media systems, home theater and mobile technologies, our clients have it covered at CES. Below is a snapshot of what’s in store for the show.

Moving beyond just color options, DXG has created affordable, quality HD camcorders for 2010 that fit diverse lifestyles – from experienced video takers to novices, fashionistas and adventurists. The latest DXG digital camcorders feature one-of-a-kind couture designs, waterproof HD technology, pistol-grip form factors, high quality features such as video capture at 60 frames-per-second, true 1080i resolution, optical zoom and 12 mega-pixel still image capture.

While digital media technology powerhouse, Gracenote, will be showcasing emerging and newly released technologies in digital media entertainment:

• Next-generation set top boxes and Blu-ray players offering native search and navigation, links to commerce and relevant content
• Multi-screen demos highlighting commerce integration in the car and connectivity between the home, desktop and mobile phone
• Cross-platform mobile solutions integrated into the desktop, car and home entertainment system
• Gracenote enabled GENIVI open source auto platform demo and Sonic Attributes, mood-based navigation
• The latest desktop applications and online music websites integrating Gracenote’s recognition technology, rich data and lyrics content

If you’re a reporter, blogger, or just a tech-lover like me and plan on being at CES, send us a note to arrange a demo or stop on by the DXG booth (South Hall 3, Booth 31828) and Gracenote booth (South Hall 3, Booth 31106) for a taste of the exciting technology and gadgets that 2010 has to offer.

One Designer’s Rant About Gadget Reviewers’ Lack of Acknowledgement for Design

I came across this interesting article the other day on Fast Company where award-winning designer, Gadi Amit, expresses his frustration with gadget and technology reviewers’ lack of acknowledgement for the design of products they review.

With several consumer electronics clients at Concept, we certainly understand the importance of getting good reviews for all aspects of our client’s products, so this article struck a chord. Amit explains how the Internet has led to the growth of an entirely new industry of quasi-professional reviewers who simply do not understand beauty and can’t come up with any better words than “sleek” or “ugly” when describing a product’s design.

And I have to say, I do agree. Now, I’m no design expert but I do understand the time and energy that our clients, such as DXG, put into the design of their products.  DXG recently launched a new Luxe Collection line of high-fashion HD camcorders that are amazingly thin, feature chic couture-inspired designs and fit right in the palm of your hand.  The design of these camcorders is incredible and so much care and detail was put into them without jeopardizing the functionality and HD recording technology. So, I understand where Amit is coming from – design needs to be a HUGE consideration in all gadget reviews.

On a more personal note, I was shopping online the other day for an under-the-cabinet HDTV for my kitchen. First, I was underwhelming surprised by the amount of these available on the market and how few TV manufacturers have entered this space. So, with the handful that are out there, I turned to reviews to determine which would be the best for me. I have to say, I couldn’t find one good review that detailed the designs of these under cabinet TVs. And when you are looking for a compact, yet high quality consumer electronic that will get wear and tear in a kitchen, you need to know how the design is going to hold up.

Amit’s article seemed to come to my attention at just the right moment so I had to share it. Click here to read his thoughts.

Has Social Media Changed the Game of Media Relations?

Last week I attended a great Webcast titled The New Rules of Media Relations put on by PRWeek and Marketwire.  What was particularly good about this Webcast is that top journalists from PCMag.com, Reuters Health and Kiplinger shared their candid feedback on how they use social media, how PR professionals can drive them nuts, what we do right and how we can turn so-so pitches into successful pitches that result in coverage for our clients.

So, has social media significantly changed the game of media relations? The short answer – not really. According to these journalists, tried and true methods reign BUT new media outlets have made it significantly easier for PR professionals to research topics, stay current, and contact journalists.  Also, it was noted that reporters are still trying to navigate their way through this online world of social media and understand how to best leverage it to make their jobs more efficient – just like us PR folks are trying to do. That was reassuring to hear.

Webcast Participants:

• Chloe Albanesius, News Writer for PCMag.com
• Kevin McCormally, Executive Director Kiplinger Washington Editors
• Ivan Oransky, Executive Editor, Reuters Health NY
• Jessica Strange, Executive Director Media Relations, Marketwire

Key Takeaways:

• Respect Journalists & Build Relationships
  • One of the most laborious and important parts of media relations is identifying the appropriate contact at a publication
  • Take the time to learn what they write about, follow their Tweets, get to know their beat
  • Slowly begin a relationship by commenting on their articles, tweets, and mention past articles in pitches
• How to Craft the Perfect Pitch that will Actually Get Opened
  • Subject Title – keep it short and simple (you’ve got about 2 seconds to garner their attention)
  • Use bullet points
  • Avoid flowery language
  • Keep the publication’s audience in mind
  • Kevin from Kiplinger’s motto – send 3 off-point pitches and your email address is blocked
• How Journalists are Using Social Media Day-to-Day
  • Most use it to receive and share ideas, not a main source of news yet
  • Initiate discussions with folks and follow relevant industry pundits and companies
  • Corporate Blogs – Chloe is a big advocate of getting news/quotes from corporate blogs
• Preferred Contact Method
  • Yup, it’s still good ol’ fashion email
  • Using social media (ie. Twitter or Facebook) is ok too, but email gets the best response
• SEO-Savvy Releases & Pitches
  • Keep headline of release to under 65 characters to be SEO optimized
  • Embed unique keywords
  • First 2 words of a sentence and first 2 paragraphs are key
  • Cut through the clutter and get to the point
  • Interesting Note: Yahoo! will be releasing an Editorial Style Guide for the Web in 2010
• Future of Journalism
  • It’s a bright, Internet-filled future
  • Journalists and PR are in the midst of an evolution and understanding how to work with the Internet and social media
  • Types of people reporting and the overall definition of “journalism” will evolve as the Internet and social media progresses

Click here to listen to the entire Webcast.

AdAge: As Media Market Shrinks, PR Passes Up Reporters, Pitches Directly to Consumers

Michael Bush at Advertising Age published a very interesting, poignant article today about the shrinking media market and the direct effect it’s having on the PR industry as a whole. Specifically, the way in which we garner coverage for our clients, engage customers and communicate key messages.

With roughly 30,000 reporters leaving the U.S. newspaper industry in 2008 alone, it’s a sure thing that marketers are looking for new ways to communicate directly with end consumers and disseminate their product messages. We can no longer rely solely on the traditional new product pitch to a targeted list of media in hopes to secure coverage. PR professionals need to be looking at other outlets and platforms (à la Facebook, Twitter and YouTube) to engage their clients’ customers in creative, sticky ways.

The article sites great examples of how companies like Coldwell Banker, Best Buy and Mastercard are using social media tools and original content to reach customers and share messages without having to rely heavily on traditional media write-ups or reviews.

My two cents…Embracing new communication channels is an inevitable and important part of PR this day and age, however it does not lessen the importance of maintaining relationships with traditional media and news outlets. After all, that is what our job is about – relationship building. “Earned media” will always provide a company with a higher level of credibility and help them achieve leadership in their respective industries and we simply can’t forget that.

Click here to read the full article on Advertising Age.

Oh, and Happy Birthday to Digital Advertising! The first digital banner ad ran on October 27, 1994 on Hotwired.com, the first commercial digital magazine on the Web and the offshoot of popular Wired magazine. Great walk down memory lane by Frank D’Angelo at AdAge here.

Are Corporate Blogs Becoming the Modern Day Newsletter?

Company newsletters are and have always been a well-known, effective way to distribute information to your customers and stakeholders. Whether you want to share news about a new product or service or simply want to inform your readers about upcoming events or promotions, this tried-and-true communication tool is a solid way of sharing information and building brand loyalty. But would you get more focused, quality readership and participation if you just bypassed the newsletter mailings and simply created a corporate blog with an RSS feed?

It’s not a simple yes or no answer. Both communication outlets have their time and place. Newsletter designs, objectives and audiences can run the gamut from employee-targeted messages to prospective customer outreach and promotion announcements. A steady stream of newsletters, whether issued monthly or quarterly, maintains your company’s visibility with a targeted group of folks who opt-in to receive your news, and is also a fairly cheap compliment to any marketing program.

So, what about a corporate blog? Has this become the must-have modern day newsletter? With more and more Fortune 100 companies taking the cue from the proliferation of influential bloggers and social media networks, successful companies such as Cisco have realized the importance of establishing an online voice and open dialogue with their clients. A blog is a simple channel to create and maintain a conversation with your customers and stakeholders, while also building thought leadership and credibility. Where a newsletter can be seen as more of a formal news and marketing outlet.

However, although more informal, good corporate blogs take time to build, so be patient and don’t expect to see the ROI overnight. They require a long-term commitment, with dedicated contributors, interesting topics and audience engagement. Share company and product news, but also open up the dialogue on interesting industry trends, competitor moves and solicit customer feedback. Also, once your blog is off the ground, an RSS feed provides seamless contact with your audience.

I’d say the corporate blog is quickly becoming a must-have part of successful business marketing and PR strategies, but it doesn’t replace the corporate newsletter, rather it compliments it. And every company has an individualized approach and objective for each communication tool which can’t possibly be covered here, but will make for some interesting subsequent posts.

Generally speaking, a corporate blog is a daily dose of coffee meant to jump-start the brain, invoke interest and immediate reaction, whereas the newsletter provides a full menu of the company’s latest happenings and long-term business opportunities.

Subscribe to a great corporate blog or newsletter? Share it with us in the comments.

Our Top 10 Rules for Effective Internal Communication

I had coffee on Tuesday with Michelle Glover, who was my boss when I was in Corporate Communications at Intuit. Michelle and I worked on internal communications for the company, which at the time had more than 7000 employees. She’s now at ROI Communications, an agency that specializes is internal communication, and the firm is going gangbusters.

I can’t help but believe their success, aside of course from the incredible talent they’ve acquired, is because companies – no matter how big or in what stage of maturity they may be – are starting to realize how important effective employee communications are to the bottom line. In an age when there are countless ways for executives to connect and have a two-way dialogue with their employees, a good internal communication strategy has never been more critical.

Every year, Fortune magazine comes out with its 100 Best Companies to Work For as well as its famous Fortune 500 list, and year after year, there is tremendous overlap between the two lists. Why is this? The classic book about employee relations, Contented Cows Give Better Milk, put it best:

From the start, the exceptional organizations have differentiated
themselves as employers of choice, thus enabling them to hire and
retain top-drawer people, and then differentiated their products and
services in the marketplace. Think it’s a coincidence? We don’t.

And neither do we. There are hard facts about the return on investment that comes with effective employee relations. However, being successful at it requires much more than an occasional email from the CEO, or quarterly all-hands meetings. Below is our “Top 10 List” for impactful employee communication:

1) Be Open, Honest and Direct. Believe it or not, most employees already know the truth, and half-truths only hurt your credibility.

2) Know the Current Employee Climate. Make sure your internal communications team, PR team, and/or HR team is taking a regular pulse on what your employees care about.

3) Prepare for Questions. Remember employees are looking for the “why?” and “what does this all mean?” every time you communicate.

4) Listen. Have a way to hear back from and respond directly to employees.

5) Be a Storyteller vs. Just a Teller. Bring your ideas to life, break down barriers and move people to action with stories that mean something to you and your employees.

6) In Times of Change or Crisis, Communicate in a Timely Manner. If there are rumors circulating, stop them before they fly. If you don’t know the answer, say so.

7) Say ‘Why’, Not Just ‘What’. In times of change, explain the root cause and impact of the change. Employees need to understand the importance.

8 ) Less is More. Be clear and consistent to communicate with employees on a practical level.

9) Communicate Your Passion. This can be a powerful emotional tool that enables you to connect with your audience and move people to action.

10) Maintain a Schedule. Have a plan that guarantees consistent communication (be that quarterly, monthly or weekly) to keep the group’s goals fresh and so that employees feel a part of the team.