Have you ever sent out press releases announcing a new development in your business and then had reporters blowing up your phone, dying to interview you?
No? Don’t worry. You are not alone.
Unless your company is Apple or Google, the press just doesn’t care much about your latest client acquisition or personnel change. So as a busy entrepreneur, why would you bother to craft, post and send out press releases if it isn’t likely to get media coverage for your business?
First, you *may* get media coverage for your business’ news. It’s possible, it’s just not that likely. And keep in mind that your best chances for press attention lie with your local media, so always be sure to include them in any of your public relations efforts.
But even without major media coverage, writing and posting interesting and newsworthy press releases can boost your business fame factor.
1. A press release creates backlinks to your website. Google and other search engines use the number of links to your website as a factor in determine how your site ranks in a search engine. (Now, the ‘authority’ of the website linking to yours has a HUGE impact on how your site ranks, but more links are always better than fewer.)
2. It expands your ‘digital footprint’. The more mentions and links to your business name your name and website, the more credible you’ll seem to your prospects.
Here’s some insider scoop:
There are a gazillion free press release sites on the web. The two that perform best are: PRLog.com and WidePR.com. And even though both are free services, extperts recommend that you pay the $20 or so dollars to upgrade because it widens distribution and more importantly, allows you to create keyword anchor text (otherwise known as links to your website!)
Your fame-building assignment:
- Brainstorm a few newsworthy stories about your business – it could be a national trend that you’re seeing in your own work, an event you’re holding or how you’re supporting a worthy cause.
- Craft a press release (try to model a real news story) and post it on one or both of the free press release sites.