Greg Jarboe has a very practical view on press releases, as is shown in his answer on page 101 (and 102). He preaches optimization of press releases so that they will be found by consumers searching the Internet.
In the interview, he gives a very long answer, but most of it is spent on two extensive examples. There is really not that much substance and Jarboe basically only makes this one point: Plant common search phrases in your press releases so that it will be found by searching consumers.
It really seems to be that simple, and it probably is. However, I think that Jarboe missed the point of the question somewhat, Miller asked “[...] you’re writing a release to be read by the consumer. How does that change the press releases you create?”
Jarboe extensively explains how to get found by consumers, but does not spend a second on how to address them. Press releases are traditionally not very entertaining and follow a certain style that is aimed at journalists, offering quotes and background information to fill up an article. For an ordinary consumer this is not the most effective way of finding information.
Personally, even when looking for information and a press release turns up, I don’t read press releases, unless I’m pretty desperate. If there is a sale – put it on the front page and I will see it.
What I’m slowly getting to is that I don’t think press releases is a good way of communicating with consumers. I believe companies should separate the press releases that they send the press to be forwarded further and what’s essentially just news for and directly to consumers.
Regarding Jarboe’s answer, there is little to add. If you want customers to pick up your press release and read it, they obviously need to find it, and with the amount of press releases being thrown out there being easily found in searches is essential. The question is how effective traditional press releases really are in communicating with customers and how much they really affect sales.
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2 comments:
Filip. Great points, and I agree, again, as a PR practitioner. These days, esp. in the US, PR people start to use "social media release" which is changed from a traditional press release format. As you pointed out, people would not be interested in reading a traditional press release on the web. So, corporate blogging and social media releases are replacing them. FYI, if you go here (http://www.edelman.com/news/) you will see Edelman uploads "traditional press release" and "social media release."
I agree with what Filip said. Hoh also gave a good eaxmple of FYI. These days, information or feedback of certain product can find easily on online. People can communicate and easy to get information. The firm should consider new way of advertising more effectively. When certain development of society being complished, then the way of marketng should reform by changes and inclination of customers.
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