Correctly publishing online PR is not rocket science, it's a online marketing. There are some really easy steps to follow to achieve global visibility and generate quality traffic to your website.
Step One - Content Creation
First off you need to write the press release. You might have a marketing / PR person who does this or if you are a small company like us you are going to be writing it yourself. When you are writing the piece remember why you are writing it and what you want the reader to get from it. If you need some tips for writing press releases check out these websites: Small Business PR, PRWebDirect and PRFire.
Step Two - Publishing
Once the content is ready you can publish it to the web. Start with your own website, publish it in your news or PR section. Make sure you have added the usual meta-descriptions and titles correctly. You then need to consider what audiences the release is for, this helps you target the right content hubs and networks. One example which is often overlooked is Facebook. I hear everyone saying: "Our customers don't use Facebook!". Well, have a search for groups on facebook relating to your business activities. I'm sure you'll find at least one group that you could publish your release to. In terms of online PR distribution our favourites are: Newswire, PRBuzz, Dime-Co, Free Press Release and PressBox.
Now for a bit of social media marketing... If you have a company Twitter account you should create a Tweet that links back to your article on your own website. If you get this tweet right, other Twitter users will re-publish it for you, hence a larger audience.
Step Three - Track and respond
I assume you have some form of tracking on your website, such as Google Analytics or Open Tracker. You should monitor this closely to see where visitors are coming to your site from. This will give you a better view of which PR distribution websites work best. Another useful tool is to setup a Google Alert for the selected terms (phrase or keywords) that you used in your press release. You can setup as many Google Alerts as you like and they are free.
One crucial aspect of PR publishing is to make sure you respond to any comments or feedback users might publish. For example if someone responds on Twitter you should respond quickly and in a positive manner (even if their comment isn't positive).
Please don't take this rough guide a a concrete plan for online PR. There are lots of other techniques and methods used by successful companies and this post only brushes the surface is a crude fashion. If you would like to discuss online PR in a little more detail please give us a call or drop us a line.