The project I was working with another organization was finally completed, and the final product was launched on the Web. I asked their PR Department to issue a press release announcing the availability of this new product. This organization has extensive media contacts and is extremely good in tapping the print, TV and radio media. Unfortunately, they’re not savvy with the workings of the Web.

I waited for the press release to appear both in Google News and Yahoo News – to no avail. Finally I checked how they sent out the release, only to find that they sent it to traditional media alone. Getting mentioned in Washington Post is great, but we need traffic as well to the new product and being linked to by the online media is even greater.

It dawned on me that this organization’s PR department still has the old school view of press releases, which is simply a means to get media attention. You issue a press release in the hope of getting the media to write about your product or your business.

Not anymore.

Like many traditional ways of doing things. the Web has transformed the rules of the press releases. Traditional marketing should come hand in hand with Web marketing; it is now hard for one to exist without the other. Both should be part of a comprehensive marketing strategy.

So what are the new rules of press releases? ProductMarketing.com has identified 6 new ways of using press releases, as follows:

1. Send press releases all the time. You don’t need a big news to send out a press release. Whether you are speaking at a seminar, you launched a new product or you are going to be a guest at a television show, trumpet it to everyone and send out a press release.

2. Target your buyers. Instead of thinking solely about the media, create press releases that talk directly to your buyers.

3. Use keyword rich copy in your press release. Think of search engine optimization strategies, and make sure that Web visitors can find your press release on the Web. Focus on the keywords and phrases that your customers will use.

4. Don’t forget the links. Always put in your press release a link back to your site. A press release is worthless if it does not have your URL. If your target market is interested with what they read in your release, but can’t find you because there’s no URL, then the whole effort becomes wasted.

5. Optimize press release delivery. You can save a bundle if you send out your release yourself, but press release distribution services have the reach and cachet to get indexed in important news sites such as Google News or Yahoo News.

6. Drive people in the sales process. You need to get your prospects to read your release AND to visit your website, where you have a greater chance to engage them in a sales process. You can achieve this by offering a free ebook download in your website, availing of a discount, or participating in an online demo.

Read the complete ebook “The New Rules of PR: How to Create Press Release Strategy for Reaching Buyers Directly”