While whipping up a little party recently, I realized that delivering a good email campaign is a bit like throwing a great dinner party: You need to know your audience, design a great menu, use fresh ingredients and serve it all up with appealing plating for mouth-watering success. When you get it right, you can truly improve your relationships and wow your target audience. So I tossed together this little presentation to share my thoughts…
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Recently, thought leaders in the PR space have been spilling ink over the question of inbound versus outbound news releases, or, if you prefer, push versus pull media relations. Clients are confused by what they should expect from multi-media digital outbound services like ours versus what traditional wires deliver. And, they’re wondering where Social Media Releases fit into the whole thing.
To share our thoughts, we’ve put together this slidecast with some facts about the differences between outbound and inbound release tactics and objectives, tips on how to effectively integrate your efforts, thoughts on how social media fits in, and information on what we’re hearing from journalists and bloggers regarding their release preferences and social media usage. We hope you’ll find it useful–click below to see what we have to say about it all.
(And for more details regarding the inboud part of the equation, visit HubSpot’s slideshare about that here. We’ve included the main take-aways in the above.)
The growth of new media is becoming old news. (Just to toss out one example, Twitter grew 1,382% in the past year!) But email is still the digital glue that holds it all together. Your inbox is where your RSS feeds show up, where DMs from your Twitter friends arrive, and the place most of us organize our lives. And, your email address is like an on-line fingerprint, the way you identify yourself in the digital world as you join new groups and sites or simply add your comments to various blogs. You can’t afford to ignore the email medium, but you should find ways to integrate your email efforts with other platforms. Here are a few simple ideas to get you started…
In today’s economy, your dollar needs to go further and your tactics need to work better. Press releases are a small part of this challenge but can be an important key in any communications strategy. Well executed news releases are more effective than ever, spreading further and wider than ever before. Visit our slideshare below for some advice on how to get the most bang for your buck with your next press release, effectively and efficiently reaching 3 target audiences with a single release: traditional media, new media and consumers.
Who doesn’t want to distribute beautiful emails with eye popping graphics and attention-grabbing rhetoric so your New Media Release can stand-out from inbox clutter? But before you hit that send button, be sure you know how ISPs, spam filters, preview panes and blocked images will impact your deliverability and rendering.
A failure to design email appropriate messages is one of the most prevalent reasons any email campaign–digital press releases included–underperform, usually because pieces render poorly or have non-functioning links. Here at PWR, we test every email prior to distribution to be sure yours will perform as well as possible. In fact, while your average email-to-inbox ratio is about 75%, ours is 96%. And, as I’ve written about here before, recipients (including journalists and bloggers) are increasingly relying on preview pane view to decide whether or not to open your email so make sure your headline, links, and key graphics are visible through the preview pane even when images are blocked.
But before they can view your email at all you need to get past firewalls, spam filters and servers. Test your email IQ by guessing which of the following emails will get through and look good.
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With all the talk about Social Media Releases and Search Engine Optimization and blogger outreach and shrinking newsrooms, it sometimes seems like PR people are being pulled in too many directions and that press releases are less relevant.
The truth is, press releases are more effective than ever and, if done right, can deliver better pick-up with traditional media outlets, new media outlets and even get directly to consumers. But to make your press releases as effective as possible you need to keep the needs of these three audiences in mind. We have a little advice about how to optimize your next release for traditional press, blogs and social media sites, and consumers.