Today’s media relations need to cover more than print publications; online sources, newsletters, page-turning digital versions of magazines, blogs and of course radio and television. So we could argue that the traditional use of the term press release is no longer sufficient to describe this tactic. That is because press releases are no longer aimed just at the print media.

In the realm of technical PR we understand how important it is to cater to all these different outlets to maximise business progress. This is why the term ‘press release’ doesn’t quite cut it for us and why we think a more suitable name would be media release or news release.

Which is what lead me to read From Wire to Web: How ‘Press’ Releases Became Way, Way More. The blog written by Frank Strong, is a good starting point for businesses in any sector to concentrate on their own content strategy and to become more visible in the media.

The most interesting piece of information I took from the blog validates the SEO philosophy. It talks about how releases need to be dynamic and yet retain the timeliness aspect. Furthermore, using simple but highly detailed keyword phrases in your content allows your page to appear higher in Google search results and maintain its position well.  The blog post also describes how one release got a substantial amount of views a month just by having Pay Per Click (PPC) ads on their page.

You can read more on content strategies here.

Image courtesy of David Castillo Dominici /

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