SMART NEWS
How to write press releases that get
found in search and shared in social media
Search
If your news content
is not optimized for
search – both news
and web search – it
probably won’t be
found and read b...
Social
• Social media fuels traditional
media
• Journalists and bloggers
watch sites like Twitter,
Reddit and Pinterest fo...
Multimedia
• A story with an appealing
image or interesting
video gets more
views, comments and
shares
• A press release w...
Attention
• People are bombarded
with messages all day
long
• Your content has to be
discoverable, interesting
and relevan...
Research
• Monitor relevant
conversations
• Look for trends
• Current news hooks
• Keyword research
• Rising searches
• Ha...
Trust
• People engage with
brands they feel they
can trust
• Journalists need
sources they can trust
• Use reviews and
rec...
Now available:
A step-by-step guide to writing
and distributing content in the
digital age
Amazon Kindle
Print
McNallyJack...
SMART News: how to write press releases that get found in search and shared in social media
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SMART News: how to write press releases that get found in search and shared in social media

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A new book, SMART News: how to write press releases that get found in search and shared on social media, walks PR professionals, marketers and business owners through the steps to produce digital content that meets the current needs of the media and the public.

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SMART News: how to write press releases that get found in search and shared in social media

  1. 1. SMART NEWS How to write press releases that get found in search and shared in social media
  2. 2. Search If your news content is not optimized for search – both news and web search – it probably won’t be found and read by interested journalists, bloggers and members of the public.
  3. 3. Social • Social media fuels traditional media • Journalists and bloggers watch sites like Twitter, Reddit and Pinterest for content about for breaking news stories • They dig through LinkedIn for experts and sources • 25% of Americans between 18 and 29 rely on social media as their primary source of news
  4. 4. Multimedia • A story with an appealing image or interesting video gets more views, comments and shares • A press release with multimedia can get up to 9.7x more views • Forbes called the rise of visual content a breakout trend
  5. 5. Attention • People are bombarded with messages all day long • Your content has to be discoverable, interesting and relevant • Know what interests them right now • Know what will get them to share it with others.
  6. 6. Research • Monitor relevant conversations • Look for trends • Current news hooks • Keyword research • Rising searches • Hashtags
  7. 7. Trust • People engage with brands they feel they can trust • Journalists need sources they can trust • Use reviews and recommendations from friends and ‘people like me” • Provide good quality content consistently
  8. 8. Now available: A step-by-step guide to writing and distributing content in the digital age Amazon Kindle Print McNallyJackson

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