The New Rules of Marketing and PR by David Meerman Scott
Reach your buyers directly
Publishing
Create press releases
Information
Promotions
Contact
Make use of
Media
Newspaper
Magazines
To bypass the media, think like they do
Think like a publisher with
Content strategy
Mechanics
Design of deliver that content
Considered question like
Who are my readers?
How do I reach them?
What are their motivations?
And others
Act like a purveyors of
Information
Content
Identify and define target audiences
Optimize your press releases for searching and for browsing
The first way
People use content is to answer questions
Optimize content
The second way
browsability
It allows users to “stumble” information
Provides valuable information
Answering any questions
Simultaneously, publish your press releases to your Web site
Find appropriate and readily findable section
Media room
Press section
Publish your press releases through a distribution service
Press release
Is will be sent to the online news services
Yahoo
Lycos
Many others
reach
Trade
Industry Web sites
Hundreds of Websites