Who sent those releases? Why did they fail? And why so darn many? All questions deserve (and will receive) answers. Let’s start with the most obvious: the origin of those press releases.

All 64,033 press releases were from politicians of the two major political parties here in the USA from 2005 to 2007. Do we need one more reason to confirm how our government has failed us? Well, apparently we’ve got 64,033 of them!

Now unless you subscribe to “Cave Monthly” or are trapped in a dungeon, you know Republicans and Democrats possess an ideological gulf the size of most oceans.

And while these public servants are at loggerheads on budgets, wars, healthcare and more, they are in virtual lockstep in one critical area.

How they use press releases. Or in this case, misuse them. More about that in a moment.

Harvard Professor’s Analysis of Political Press Releases = Not Pretty

First, some much needed context. The study was released at the height of anxiety over a possible USA government shutdown. And this news article and the thousands it spawned seized on one aspect as proof the government is not focused on the people’s business.

Here’s a quote from the article about Professor Gary King’s findings:

“A Harvard University professor has analyzed this tribe’s behavior, using computers to look for trends in members’ writings. And he’s learned something that might help explain why Congress is having such trouble working out a deal this week. He learned, to his amazement, that modern members of Congress spend about 27 percent of the time just taunting each other.”

Second, major kudos to Professor King on timing the release of his study. I bang the table constantly about one of the most powerful online press release methods available and Professor King executed it to perfection.

Can you guess what it is? Simple. Leverage a hot news topic as a springboard to YOUR story.

In this instance, the government shutdown and surging rancor between America’s two major political parties. That was the perfect springboard to introduce the study. And with it, the empirical proof on how frequently politicians taunt each other via their press release marketing.

And yet, from my perspective, that wasn’t the real story. I already knew that politicians taunt each other. This study just attached a number to it.

Buried later in the story was something far more interesting and useful for anyone doing press release marketing today.  Because the study revealed the exact categories and topics that were used most often by politicians of both parties.

3 Press Release Categories Tells Us About What Works (Or Rather, Doesn’t)

In addition to the taunting evidence, Professor King’s study discovered that most of the 64,033 releases fell into three distinct categories. Now after I list the categories, I’ll explain what this was such a major fail.

According to the article, “there are the three primary ways a legislator expresses him or herself” They are:

Category #1: Credit Claiming

This is where a politician takes credit for something that the local voters want. Most often it’s public works projects like a bridge, highway or even bringing new companies (that create jobs) to a specific geographic region.

Category #2: Position Taking

This is where a politician explains where they stand on an issue or multiple issues.

Category #3: Advertising

Granted this category is the most broad and may be a “catch-all” for random releases. It’s defined in the study as “ ‘Look at me! I’m a member of Congress!’ ” King said.

The Political Payoff: How This Fail Could Have Gone The Other Way

The three categories of releases shared one fatal flaw that led to their undoing. Ever hear about WIIFM? It’s a marketing 101 principle that these politicians violated repeatedly. It stands for “What’s In It For Me?”

All three categories of the releases look inward when a far more successful strategy would be looking outward. An outward-oriented release engages. An inward-oriented release is informational but magnifies the “so what” factor.

It’s clear politicians of both major parties are in a major rut with their press release marketing. They’re predictable. They’re self-centered. They’re bombastic. And for those reasons, all too easy to tune out no matter what the level (or volume) of the conversation.

The Takeaway: “Outward-Oriented” Press Releases Perform Better

It’s a shift of thinking from the traditional teaching of press release marketing. In essence, away from announcement-driven press releases and towards story-driven press releases. Announcement-type releases are still standard issue, especially for large, publicly traded companies. However, they’re only adding to the online clutter rather than giving potential audiences a reason to care. And more importantly, respond!

Do you think politicians will eventually get a clue? Perhaps I should share my PR Traffic Template System with them? It does have 21+ story starters and 8 outward-oriented press release templates. And if’s really true there’s a shortage of ideas in Washington; perhaps my materials can pick up the slack. At least as far as press release marketing is concerned.

Have you committed the same press release mistakes as the politicians did? Empowered to make your online press releases  more outward-oriented? Please share your thoughts and feedback with a comment now.

New Study of 64,033 Press Releases Reveals Major Fail is a post from: 30 Minute PR

I am publishing this digital PR article the day after the Academy Awards broadcast. So what does Digital PR have to do with the Oscars? Well, plenty, actually.

The Oscars is THE publicity event of the year in the entertainment industry. And whether you watch them or not, they’re BIG news. So how can you best leverage awards with your business and your industry?

I’ve identified 9 proven ways that awards can benefit your company, your image, your brand and your ability to generate quality leads. Look for my top 3 ways later in this article.

The good news with all this? No fancy black tie event or androgynous golden man statues are required. Your award event can be 100% virtual. And much more.

But first, a reality check. Because nothing substantial happens without an awards strategy. After all, the real benefit of  awards is far more tangible than an ego “pump-up.”

Do know that digital PR is the perfect vehicle to communicate your award news. Especially when creating your very own awards program. There’s already an entrenched award for your industry? No matter.  There’s always room for more. Especially when you go negative. (All in fun of course.)

Case in point: The Razzies. Razzie winners have the dubious distinction of being the worst in the entertainment industry. (Heard of “giving someone the raspberry? That’s the idea…)

And it’s no accident when the Razzies announce their winners. That’s right. The day of the Oscars! (And in so doing, grab a ton of digital PR and offline publicity.) Want to capture a lot more attention? Time your awards announcement so it “piggybacks” another awards show’s visibility. In this case, the Razzies are riding the wave of Oscar Buzz. And getting a TON of digital publicity via news sites, film sites and more.

From a conceptual standpoint, the Razzies positioning is brilliant.  Simply put, they are the “anti-awards.”

Not convinced going negative is the right approach? Ever hear of Mr. Blackwell’s Ten Worst Dressed Women List?” According to wikipedia, the list started way back in 1960. Publicity wise, “By its third year every television and radio network and virtually all news services worldwide began to cover it.” The list ran for 47 years until the death of Mr. Blackwell in 2008.

Now that you have some context on awards (and maybe some ideas brewing) I present…

Digital PR Nuggets: 3 Proven Rewards Of Winning Awards

Reward #1: Credibility and Authority

My previous business background was in creative direction and copywriting for ad agencies. (Including my own.) It’s been 18 years since I’ve worked for another marketing communications company. Yet, my digital PR bio, my resource box (for articles) and the “about” section (for my press releases) still mention the awards I garnered some time ago.

Why? Because of the credibility and the authority that comes with winning those awards. Obviously, not all awards stand the test of time but many of them do. And many of them are very digital PR-able.

Example:  “The Clio Awards.” This is one of the most prestigious awards in the ad industry. Many people outside of the industry know of them because the winners are often profiled on network TV shows.

I’ve won two Clios for some public service television commercials. And because it’s part of my background and history, and people know them, I still reference them.

Which leads us to the next reward…

Reward #2: Longevity

How long have The Oscars been around? This year marks the 83^rd Academy Awards. And the Grammys? A relative youngster at only 53 years. Curious about why they’re called the Grammys?

The Grammys comes from “gramophone,” which was an early name for a Victrola, which was an early name for a record player. (You know, that’s how we listened to music prior to CDs, DVDs, and iPods.)

Now what about marketing and digital PR?

You’ve seen how one marketing tactic is hot one year and not the next? Well Awards are timeless. Every year there’s the 25^th annual or 10^th annual or whatever annual award. And the fact I talk about my awards even years latter is further testament to their staying power.

That’s especially important if you’re considering your own awards. Sure, you’ll invest more time getting it off the ground. But then you’ve got a system for generating publicity every time the awards season comes around.

Which leads us to the next reward…

Reward #3: Built-in Perpetual News

Whether it’s an award you win or an awards program you create on your own awards is a proven vehicle for digital PR news. In fact, you can use your clout as award winner or award program creator to comment on other awards!

And every time you mention awards it’s further branding of yourself as an expert authority.

BONUS! Reward #4: New-Found Access To Industry Leaders

When you win an award, you are in select company. This is an ideal opportunity to network with other winners of the same or similar award. It immediately gives you something in common with one another.

And if you have your own awards program, you’ll need judges, right? What better way to connect with leaders in your industry then to ask them to help judge award entries?

So how and where do you start? With these three action steps:

Action Step #1: Brainstorm award ideas and programs. (Based on what you’ve learned via this article.)

Action Step #2: Inventory what awards you’ve already won.

Action Step #3: List 3 ways you can newly leverage your awards in your content and marketing materials.

Are you now at awards with new eyes? Good. Now lets continue the conversation…

What award have you won that you are most proud of—and why?

Digital PR Nuggets: 3 Proven Rewards Of Winning Awards is a post from: 30 Minute PR

In honor of the US holiday, Labor Day, I write you today about labor. YOUR labor. And how by working smarter, not harder, you can gain more completion, and yes, better results with your Online PR.

Before I share my list for less Online PR labor, did you know THE one element that could immediately short-circuit your success? The Answer? It’s your mindset.

Lets face if, if you perceive that something is going to take a lot of work, you’re less likely to do it. So part of my strategy is showing (and in some cases, tricking) your mind to see you’ve got plenty of shortcuts just waiting to be tapped with your Online PR.

The truth is Online PR isn’t easy unless you have the right formula. And that formula consists of the right process, tools and resources.

So now you’re ready for the 5 Ways to Labor WAY Less with Online PR:

1. Use the Right Press Release Template

Press release templates exist for a reason: they get you beyond the “blank screen effect.” That’s where you are staring at a blank computer screen waiting for inspiration to strike. And sometimes it does and sometimes it doesn’t.

Now some templates are way better than others. I’ve found some people call a glorified outline a template. Wrong-o! A template helps you do the job faster and easier. Another mistake I see people make is using a boring announcement-driven press release template.

Better to approach your press release with a bit more imagination. To see what I’m talking about, you can access my top optimized press release template for free. Other good template resources are from online press release service providers like PRWeb and eReleases.

2. Start (and Grow) a Swipe File

First, lets define what a swipe file is and does. It’s not something you blatantly rip off from someone else. A swipe file contains samples and examples you use to brainstorm your own ideas and solutions.

So, you could have swipe files of any or all of the following:

• Headlines
• Online Press Releases
• Articles in your industry or niche
• Quotes

Since these items may exist in different media formats, there’s no need to review all items of your swipe file.To try this technique out, start bookmarking releases that catch your eye. Then, when it comes time to begin your Online PR and write your release, start with your swipe file first and that will get the ideas flowin’.

3. Keep Your Finger on The Pulse of Today’s News

Some people prefer to avoid the news because it’s all bad and they don’t want a letdown. Now, granted you can get sucked into a few things, but lets exert just some mild mental discipline here, ok?

The goal here is to leverage one of the most power Online PR techniques in existence. In short, piggyback your story and release on what’s already making news.

This gold mine of story ideas could include:

• Current events
• Popular culture
• Entertainment

Here’s a quick example. Ever hear of the MTV show called “Pimp My Ride?” Well, I saw a press release that immediately caught my eye because the headline read, “Pimp my Bathroom.”And in so doing, gave a release about bathroom fixtures a real edge.

TIP: sign up for Google Alerts for keywords in your industry. You can also visit news aggregator sites like Alltop and Popurls and see what’s making news at a glance.

4. Create a Headline Archive

The #1 Online PR mistake I see even the pros make? The headline copout! That’s when you give up and use a boring, non-optimized headline. This continues to happen because people write releases like it’s the 1940’s when all you needed to do is make a simple announcement.

Maybe if you’re a Fortune 500 company you can get away with that. But for the rest of us, we need to attract attention and we do that first and foremost with a headline.

When I write as press release, I’ll often generate 50+ headlines. That really gets me in the flow of the idea behind the release.

By having a headline-centric brainstorm and then archiving your unused headlines, you’ve already got a BIG head start. And since you only need one headline per release, many of the other headlines you generated can be used in the release as lines of body copy or in future releases.

5. The Power of a Single Page Matrix

A key part of my Online PR process is creating a single page document that includes a matrix of 11 vital pieces of information. Everything from the topic, headline and key support points to keywords, quotes and calls to action.

I’ve had people tell me I should sell this one page matrix because of all the time it saves. I prefer to keep it in house and only available for my clients in good standing.

But you can easily create your own in Microsoft Word or another word processor that allows formatting of tables.

I find by centralizing key items in one single page, it gives me a laser focus on exactly what the release needs. The matrix approach also reveals if there are holes that need to be filled. If you work with clients, complete the matrix together. And get sign-off before starting to write. I find this cuts down on revisions and assures I hit the target first time out.

I hope you found these “labor less” tips helpful. For me, it was a labor of love to share them. (Did I really say that?)

After reading this, how can you “labor less” with your Online PR? Share you thoughts in the comments.

5 Ways to Labor WAY Less with Online PR is a post from: 30 Minute PR

My purpose behind 30minutepr.com is really quite simple. Take a sliver of time called a “time slice” where you can either learn or implement one of my proven Online PR tips in 30 minutes or less.

With that in mind, I assembled some of my best tips in 7 minutes, 14 seconds. And rather than take you though a long article, let me share these Online PR tips in visual form. If you’re like me (and about 70% of us) you process information best visually.

I have embedded a TV interview I did recently. You know what is the best thing about TV interviews? You absolutely must speak in sound bite form. This interview features those sound bites…

Watch the video and discover all the following:

1. How many potential audiences will your online press release reach? It’s more than two, three, four or even five…
2. My secret ingredient for making any press release timeless. (Starts with the letter “E.”)
3. The optimal number of online press releases to send each month.
4. What most online press releases are missing that negatively impacts response
5. The 4 pillars of New PR—explained.

Now it’s your turn. View the video. Provide some feedback on the video. Do you agree with me? And if not, why not? Share your thoughts with me in the comments.

My Best Online PR Tips in 7 Minutes is a post from: 30 Minute PR

A discussion about  press release performance is one that’s always worth having.  Even more so considering the many dynamics at play. From big “make it or break it” factors like the main story to more incremental elements like formatting nuances, any of these, either individually or collectively can impact overall performance.

Before I present my list of impact factors here’s some context. My objective here isn’t to overwhelm you with an intimidating checklist. Rather, lets be mindful of these impact factors, test some of them and then course correct over time. And while we’re at it, prioritize the most crucial factors.

This impact factor list also serves as a prelude to the surprising results of an online survey on this PR blog.  The topic? How do YOU distribute press releases? More about that later in this article. For now, I present the following:

17 impact factors of press release performance:

1. Is the headline announcement or story-driven?
2. Any hook, angle or main story?
3. Which newswire or distribution provider used?
4. Free newswire or paid?
5. Horizontal (broad) or vertical (targeted) distribution?
6. The day the release is published?
7. Was the release keyword optimized?
8. Was the release plain text only?
9. Did the release feature images and video? Google image?
10. Was the release integrated with social media?
11. Was there a call to action?
12. Any latent awareness of past releases?
13. Was the release sent via other means: email, fax, snail mail?
14. Was the release a “one-off” or part of a campaign?
15. Slow news day or busy one?
16. Media room or no media room?
17. Was the release more than 400 words?

Because of space limitations, my purpose here is not an in-depth review of each factor.  In fact, several of them merit stand alone posts of their own. (For more practical advice and best practices on all of these impact factors I invite you to consider my Online PR Made Easy program.)

What interests me? Exactly which impact factors challenge you the most? So be sure and share your priorities with me in the comments below.

Before you do lets review the results from my survey, which asked, “How do you distribute press releases?” I was surprised by which method ranks #1. (You can still add your voice and answer the poll via my article “5 Ways Free Press Release Sites Can Cost You.”

Now as long as we’re talking press release performance, what results are you hoping for? I’ve identified the top five results based on my experience and that of my clients, customers and readers. Which one matters the most to you?

Your valuable feedback will help me determine future article topics, program materials and MUCH more. And it would be greatly appreciated!

Please comment on which impact factor or result  concerns you the most.

17 Impact Factors of Online Press Release Performance is a post from: 30 Minute PR

PR has evolved. Even to the point it is now more relevant and more public than ever. New PR offers far more publicity opportunities than old PR ever did, especially for those who are not marketing experts. In “The New Rules of Marketing and PR” author David Meerman Scott explains, “The Internet has made public relations public again, after years of almost exclusive focus on media. Blogs, online news releases and other forms of Web content let organizations communicate directly with buyers.”

In the past, the media, as gatekeepers, deemed who received exposure and who didn’t. New PR offers many viable and immediate ways to reach prospects, buyers and key influencers directly. And yet with so many choices available, it’s easy to over emphasize technology and tools while core activities like strategy development receive short shrift.

For that reason, I present “The 4 Pillars of the New PR.” (Complete with handy mnemonic device for easy reference: each pillar begins with the letter “S.”)

New PR Pillar #1: Strategy

Strategy is “the what” and tactics are “the how.” The “what” could be anything from your brand personality to key business objectives and outcomes you expect from your marketing. Your strategy should also include successful positioning compared to the competition.

For example, what values does you product, service or company represent? Do those values permeate your marketing—and if not—why not? One of my most important values is humor. Humor helps me engage my audience whether live or remote, as well as overcome the dry subject matter of search engine marketing.

New PR Pillar #2: Story

The most glaring mistake I see again and again is announcement-driven messaging rather than story-driven content. Announcement style press releases work if you are Apple announcing a new ipod. But with 5,000 press releases published daily, an announcement driven approach won’t effectively breakthrough the press release clutter.

To overcome that challenge, consider developing a “Persona” and weave that through ALL of your marketing, not just your articles and press releases.

A Persona is a role or character you create for yourself. For example, I have several customers that use a Persona of “The Underdog.” I’ve seen real estate and investment pros establish the Persona of “The Contrarian” to combat the recent doom and gloom of today’s investment market.

I’ve identified 17 distinct Personas that are effective for publicity purposes. (Note: I’ll most likely release that as a bonus for a new product. Stay tuned.)

Of course, there are many other ways to enhance your story, like finding the right angle. Try piggybacking on current events. That way your message is relevant and you ride a wave of interest already created on that topic.

New PR Pillar #3: Search

Perhaps the biggest benefit of Online PR is its staying power. Old PR was often transactional and temporary. With New PR, optimize your content correctly, and your articles, stories, releases and other content can be found online for weeks, months even years—by journalists and buyers alike.

4 best practices for optimizing your PR for search:

1. Put your keyword phrase in the headline and 3-4 times in the body copy.
2. Include your keyword phrase is in the first paragraph and the last.
3. Use a paid press release site (PRWeb, Webwire, PitchEngine) over free sites. (Paid sites have greater reach and credibility.)
4. Go beyond just optimizing text: include images, audio, video and caption those elements with your keyword phrases.

New PR Pillar #4: Social

The widespread social media impact of New PR is just beginning. In “Putting the Public Back in Public Relations” authors Brian Solis and Deirdre Breakenridge shared, “By driving New PR from a social-centric position, companies can identify the right groups of people, determine their needs, uncover their channels of influence and use the tools and words that will reach and compel them.”

They further add that New PR is about “communicating with, not to” and that there is a shift from away from spin and towards relevance. They identify another critical shift: from a broadcast machine (one-to-many) to community participation (many-to-many.)

To become more community-centric, many press release sites have added social media enhancements. This includes video, images, slide shows, and connections with Twitter and Facebook.

Here’s an example of a social media release for Alex Mandossian’s Virtual Abundance Expo. This is definitely not your grandfather’s press release!

In summary, New PR is one of the most powerful methods to effectively reach prospects, buyers and influencers. Use the 4 pillars as a filter to maximize the results of both your article and press release marketing.

Please add your candid comments and feedback.

Story highlights and action steps:

• Time to review: 10 minutes
  • New PR or PR 2.0 integrates new strategies, tactics and audiences
  • The 4 pillars: Strategy, Story, Search and Social
  • Related Resources:
    • Iconicards by Sharon Livingston.A brilliant concept—a deck of cards, each a different archetype. Extremely useful for marketing insights and Persona development. HIGHLY recommended.
    • Two great books, both created for screenwriters but very relevant for developing a unique story and persona
      1. 20 Master Plots by Ronald Tobias
      2. 45 Master Characters by Victoria Schmidt

    Action Steps:

    • Buy/review the recommended resources as a vehicle to brainstorm Personas
    • Decide on a Persona and test it in one element of your marketing
    • Use the 4 pillars as a checklist for evaluating current and future New PR activities

The 4 Pillars of The New PR is a post from: 30 Minute PR

Yes, free press release sites can and do cost the uninformed and even the experienced marketer. Some of the costs are screamingly obvious others are more hidden. And it’s my role as your advocate to review and reveal them all. Let’s roll!

OK, so you’ve written your press release. Next action: online press release distribution. Now If you’re stuck in terms of a press release distribution strategy, here’s an earlier article about choosing between horizontal and vertical distribution.

(Editor’s Note: feedback please! Take the press release distribution poll at the bottom of this article to help us better gauge topics for future articles.)

Now the purpose of this article is to examine free press release sites-and more importantly-to realize that free doesn’t always mean no-cost. As a big believer of online press releases, consider me amazed, even dumbfounded when a new blog post or tweet surfaces with a BIG list of free press release sites.

So I wondered, am I missing something? Only one way to find out-dig in and do some due diligence. Curious about what I discovered? Well, my search turned up more questions than answers.

A sampling: first, where’s the context? Do I submit an online press release to all those sites? Some of those sites? Which free press release sites do better with the media? Is there software available that will mass submit to those sites? How do free press release sites perform vs. paid sites? What metrics do these sites provide or am I on my own in determining the release’s success or lack thereof?

Yes, my mind was whirring with questions each in search of answers. Here’s the challenge: most of my experience is with paid press release sites and newswires. Of course, some of you reading this now have limited experience in online press release distribution either free or paid.

So consider this foray into the free press release world an educational experience for both of us. And with that in mind…

5 Ways Free Press Release Sites Can Cost You

1. Extra time investment

Time is money. When you pay to distribute online press releases you can often rely on just one service, especially if you use big, established newswires like PR Newswire, BusinessWire and Marketwire. Even PRWeb can provide enough coverage to justify just using a single provider.

However, those newswires are often not budget-friendly, especially for small businesses. So it’s only natural to turn to lower cost or even free press release sites. Dana Willhoit author of “Press Release Stomper” advocates distribution of several free press release sites with every release. Christine Kelly of OnlinePRNews.com has also recommended using multiple free press release sites with every release.

So instead of using one provider now you’re using several. Each press release site has its own interface, its own unique requirements, its own nuances, upgrades, etc.

What’s more, in my tests, adding hyperlinks to press release copy boosts traffic. Yet, some of these providers require a fair amount of hoop jumping, even to the extent of creating your release in an HTML editor and creating clean HTML code to be effective.

And unlike the major press release sites, you’ll need to plan ahead. Many free press release sites have limited editorial desk/customer service hours, often requiring you submit your online press release 48 hours in advance.

Takeaway: is the extra time you’re spending on increased labor worth what you’re saving by going the free route? With some economical press release sites, we’re talking anywhere from $20 – $100 for some good performance results.

2. Online exposure and visibility

One reason to use multiple free press release sites is that you can’t rely on a single free press release site to deliver the typical coverage and exposure you receive from a paid site. Granted, you can increase visibility by paying to upgrade (see #3) but then that’s not a free press release site and it is costing you, right?

Even with the upgrades, I’m not convinced you’ll duplicate the exposure you’ll receive from paid press release sites.

So how do you know what kind of online exposure and visibility to expect? The chart below is a quick, rather unscientific snapshot with a specific outcome. Specifically, the level of penetration in Google News and Yahoo! News. Seeing lots of listings is impacted by the following factors:

1. Quantity of releases submitted. That’s one reason why PRnewswire typically has the greatest number, simply because that’s the preferred choice of many companies and PR companies.
2. Quality. Search engines give preferred treatment to more established newswires and press release sites.
3. Syndication/aggregation. Some press release sites (PR-Inside.com for example) often pick up newsfeeds from other newswires and press release sites.

If you’re considering using a free press release site, do a quick search in the news search engines and see what exposure that press release site is getting. Just search site: (insert press release site url). If you don’t see a lot of listings, I’d go with a newswire that has more activity and better search engine penetration.

Takeaway: Again, there is a time component, since you’ll need to submit to multiple free sites to get the exposure you’d receive from one of the paid sites.

3. Upgrades = extra cost

Now this is an area that gets right to the bottom line. How do free press release sites stay in business? Well, advertising revenue is one way. Another is an upgrade fee.

Here’s the rub: just about anything extra is an upgrade. Even worse, the upgrades are not consistent from site to site. You’ll need to invest some time just familiarizing yourself with the various upgrades, if they’re worth the investment and how that impacts your marketing budget.

In fact, in a review of about 15 different free press release sites, I counted 25 different upgrades. Here’s a sample:

1. Speed of approval
2. Speed of distribution
3. Higher placement on page (above free listings)
4. Preferred/showcased listing
5. Distribution: more sites
6. Other/social media
7. More industry categories
8. Placement in additional newsfeeds
9. More words
10. Formatting: bold / italic text
11. Archiving
12. Media Attachments: images, video, pdf, mp2
13. Ad-free page

Takeaway: free sometimes costs money, especially for features and functionality that are already bundled in with paid newswires. Again, compare and contrast. Ordering numerous upgrades ala carte may end up costing more than a paid newswire that includes several at one fixed price.

To be clear, I’m not 100% anti-upgrade. Yet, in the spirit of transparency, we are talking free vs. paid. So freebie seeker and buyer beware.

4. Performance metrics/course correcting

At a high level, you can view online press release metrics in two camps: external and internal. External includes search engine performance, keyword ranking, press release views/downloads and backlinks. Internal refers to how that traffic shows up to your website: visitors, conversions, etc.

Many of the paid press release sites provide helpful website stats. (Although I find the “number of reads” stat suspect. These are not human eyeballs, often it’s a site that receives a press release constitutes as a read. )

Still, if you use the same press release sites consistently, key benchmarks begin to emerge. For example, when I use PRWeb, I consider a number of reads plus headline impressions of 75,000 a good indicator of decent exposure. Looking at the screen capture from my PRweb account you’ll notice the overall number of this release was considerably higher, 246,282. )

Takeaway: with free press release sites, performance metrics range from sketchy to non-existent. Many free and even paid providers offer more robust metrics for-you guessed it – an upgrade.

Another takeaway: there’s an old saying “you can’t improve what you can’t measure.” Because of the limited nature of free press release metrics, you gain less market knowledge and insights that you can funnel into future releases, thus improving performance over the long term.

5. Staying power

One of my most effective online PR strategies is creating evergreen content somewhere in the press release. That way, when the release is found via a keyword search, there is content still deemed relevant to the user.

Whether it be from my own experience or that of my clients and customers, there has been a consistent phenomenon: when journalists are performing research for a story, they turn to the same place we do for the information: the search engines. In so doing, it’s possible to get media coverage days, weeks, months, even years after your release was originally submitted.

Takeaway: One key factor determining this is exactly where your press release ranks for keyword searches. Again, the search engines seem to reward the more established newswires. And keep in mind if you use a free press release site and you don’t pay for archiving, then you have ZERO staying power.

Again, in my tests the paid newswires seem to have better staying power. Granted, there are many variables that impact this. I’m only coming from my place of experience. If you have a different experience, please enlighten US with your comment.

Conclusion and recommendations:

Knowing what you know now, if you’re still comfortable with free press release sites, have at it. At least you know what to watch out for. And you can always outsource the distribution and let someone else worry about stayingcurrent on all the pluses and minuses.

I’m also hoping to hear from some free press release sites people and have them state their case. If nothing else, by bringing some of these challenges to light, here’s hoping they up their game and perhaps standardizing what’s free vs. what’s paid. Right now, with all the upgrades, it’s all over the map.

I will continue testing free press release sites further and will report back what I find. You may wonder as to why I didn’t include specific case study results from using free press release sites.

A point well taken as my views are shaped by my experience at an aggregate level. Again, I’m coming from own area of experience, which is via paid newswires.

To present all sides of the story as a benefit to my readers, I’ll be interviewing Dana Willhoit, an expert on free press release sites to gain further insights into this area of Online PR. Do watch for that coming soon. And I’m open to interviewing execs at free press release sites as well.

Please take the poll and leave your reply to this post.

Story highlights and action steps:

• Time to review: 14 minutes
  • Know your distribution strategy going in, let that guide free vs. paid choice
  • Free sites do not mean no cost, many include extra charges for service upgrades
  • Free sites can have obvious costs (upgrades) and more hidden costs (time investment, performance, metrics, etc.)
  • Free sites can and do work, but more are needed for effectiveness of each release distributed
• Related Resources:
  • Dana Willhoit, Press Release Stomper.
  • PR Traffic System for optimized press releases
• Action Steps:
  • Review this online press release distribution article for strategy insights.
  • Comprehensive directory of press release sites coming soon. Sign up for 30MinutePR tips (top of the page) to get on the notification list.
  • Test! Use a free press release site and a paid press release site for each release and measure results. And report back the outcome via the comments below.

5 Ways Free Press Release Sites Can Cost You is a post from: 30 Minute PR

What’s your BQ? That’s Buzz Quotient… as in are you generating online buzz with your marketing and publicity efforts? Are you tracking and monitoring said buzz? If you’re not, you risk undermining your performance while giving your competition a decided leg up.

So what’s the best solution?  Well you can sign up for Google Alerts. Google Alerts delivers right to my email inbox a handy digest of what was being said about me, my company or my products—all tracked by keyword phrase.

(Disclosure: my PR Traffic course provides a full step by step on Google Alerts and how it can help your online PR efforts.)

And while helpful, informative and providing some extra viral marketing juice, Google Alerts just didn’t go far enough. That led me to the Filtrbox, a web, social media and buzz monitoring service.

Watch my Video review and Insta-Tutorial of  Filtrbox and immediately discover:

• Why monitor buzz and why Filtrbox.
• 3 key benefits Filtrbox provides that Google Alerts does not.
• How segmenting your metrics boosts social media marketing ROI.
• How to set up your own buzz monitoring folders and “filtrs” in less than 2 minutes.

Be sure and comment and share your feedback on your own buzz marketing and monitoring experience.

Click here to view the embedded video.

What’s your Buzz Quotient? Social Media Monitoring with Filtrbox is a post from: 30 Minute PR

Over 12,000 people search Google every month for the keyword search phrase “How to write a press release?” That’s a lot of folks in need of serious press release education and training.

And yet how many people behind those 144,000 annual Google searches actually write a press release, rather than just learn about it?

Hmmm…what if they had a digital press release template on their computer screens. Now we’re talking!

A template shortens the learning curve, helps us transition from learning to doing to implementing, and helps everyone from beginners to more experienced press release writers benefit from inherent press release best practices.

In theory, that’s how it’s supposed to work. But in reality? Not so much. I journeyed far and wide across the web on my quest for press release templates that delivered the goods in today’s web 2.0 and social media world.

Guess what I found?

Watch “The 5 Fatal Flaws of Common Press Release Templates” video and discover:

• The right and wrong way to use a press release template.
• How to spot a template that hasn’t been updated since the 1940′s.
• Which template components help shorten writing time to 30 minutes or less.
• The 2 key template components proven to boost press release ROI.

After viewing the video, be sure and share you thoughts. I’d love to hear them. And don’t forget to download my FREE Optimized Press Release Template from http://www.prtraffictemplates.com.

Click here to view the embedded video.

The 5 Fatal Flaws of Common Press Release Templates is a post from: 30 Minute PR

Welcome to 30MinutePR.com. Here, we talk Online PR, Publicity and Press Release tips on a time budget. In short, we share actionable tips and techniques that can be consumed and implemented very quickly. All because your time is valuable, the clock is ticking and our feet are firmly planted in a place called reality.

I chose 30 minutes because—big surprise—it’s doable. 30 minutes gives the brain time to engage, ideas to percolate and the “finisher” in you to emerge complete with a “forward-ho” mindset.

Of course, it’s no coincidence when it comes to scheduling and taking action, that 30-minute segments are the increment of choice with calendars, daily planners and project management systems online and off.

Now what about the tagline, you ask? “Long term buzz. It’s about time.” It sure is. Want to make the most of yours? Watch my introductory video and you’ll wonder why more blogs don’t feature four key accelerated training methods like 30MinutePR.com does. And please, give me your feedback on what topics you’d like me to cover in the future.

Click here to view the embedded video.

30 Minute PR in 5 Minutes or Less is a post from: 30 Minute PR