While PR professionals
are driven to maximize their brand’s on-line presence,
journalists and bloggers are on the lookout for interesting web
content to add to blogs and other sites. So how can you make
the most of the opportunity this dynamic creates?
Here are a few ways to add interesting digital content
to future New Media Releases that can be easily grabbed and
added to sites, motivating more and better web coverage.
- SPROUT: These mini-sites are a great
way to capture attention and enable bloggers (and journalists
with web responsibilities) to easily grab the embed code
and feature the sprout on their sites. Sprouts have live
content so that changes made to the master file apply anywhere
your sprout appears making it easy for you to add, change
or delete content.
- SLIDESHARE: Do you have a PowerPoint presentation
that is relevant to your release? Slideshare is
an easy way to load it up and deliver a digital file, easily
dropped into a New Media Release, directly to your target audience.
Journalists and bloggers can effortlessly load them up to their
own sites to display your content.
- BLOG: Adding a blog component to a New Media
Release is a great way to interact with journalists and bloggers
in a transparent forum. In addition, blogs are easily optimized
so can enhance the on-line ranking of your release on search
engines (a noble goal but, in our opinion, often over sold
by traditional wire services given the competiveness of the
space). Adding a blog is not for the faint of heart, but if
you are adventurous and comfortable with the rules of the blogosphere
it can be an innovative way to increase your on-line visibility.
- SLIDESHOW: The ability to download images
is key for traditional journalists and we still believe that
an image gallery where recipients can view and/or download
print quality images is one of the great benefits of New Media
Releases. But for digital content, a slideshow offers a more
dynamic display and delivers interesting web content. Rather
than picking a certain image, journalists and bloggers can
grab the entire album and add to their site so readers can
view your entire photo display in a single screen. Photobucket and Flickr are
two providers of this service.
- VIDEO & AUDIO: Adding video and audio
is nothing new. We’ve been promoting multi-media components
for years. But increasingly, we see broadcast elements—previously
limited to use by broadcast outlets—used by print publications,
on-line sites and magazines and blogs as attention-grabbing
web content. Be sure to include an easily accessible embed
code so recipients can load your video/audio onto their site
PWR can help you add web content such as Sprouts, blogs
or video to your next New Media Release. We enjoy strategizing
with our clients so get
in touch anytime to discuss how to maximize
on-line exposure with your next release.