Today, public relations (or how you relate to your public/audiences) is more than just sending out a press release. With the decline in full-time media outlet professionals, and the rise of freelance writers, it is no surprise that the emphasis on search is so important.
PR is no longer "agency-centric." At my firm, we understand that we are going to generate good awareness through proactive, old-fashioned public relations, however, we also know that freelance writers are always searching and on the lookout (online) for new content and story ideas, and may find our client. Unfortunately, these writers tend to seem elusive and hard to track down. For us it is really a combination of factors that lead to generating positive PR opportunities, and one of those is an online press room.
The online press room is becoming a standard for any business and is one of the best ways to improve your website's searchability, as well as your opportunities for media attention. It allows you to add searchable content you might not put anywhere else on your website, and is as simple as adding a page to your website. Here are some tips for setting your online press room up:
Jennifer Fortney is president of Cascade Communications, a boutique virtual PR and marketing communications company in Chicago focusing on small business and startups. In her 15+ year career she has worked with some of the top Fortune 500 companies and a wide variety of small businesses and startups across the country. A journalism major with music minor from the University of Kansas, she is also the PR Instructor at SCORE Chicago and founder of @MyStorySource live media pitch feed on Twitter and Facebook. @SmallBizPRXpert