Paul Gillin (who writes Newspaper Death Watch and wrote a tremendous book on Social Media Marketing) recently wrote a very insightful piece on “Why Online Matters More than Print”. His observation was that most PR folks still consider Web coverage to be nice, but what their clients want is ink. And that from his point-of-view, the opposite should be true. I couldn’t agree more.
First, the release will draw attention when it is distributed. Second, it will continue live on the Web, drawing in readers via the search engines, and third it will actively help to draw readers to the customer’s site.
If you think about it, it only makes sense that press releases, articles and other kinds of copy be designed for the Internet. But we grew up on newspapers, magazines and TV and for many of us those still count. And to a degree, a lesser degree, they still do. But what really counts is drawing readers to your business over the Internet, and giving your copy “feet”.
The most effective articles, press releases and any other kind of copy has been designed for pick up on the Web.