The document discusses using a news release to initiate a multi-channel digital marketing campaign. It provides tips for preparing a news release, including including social media details, links, multimedia, and short chunks for social media. It also discusses submitting the release online through services like PRWeb and integrating it with social media by linking to promotions on platforms like Facebook. Sample results from campaigns show increases in media pickups, search indexing, and social media engagement within hours of releasing the news.

1. Using The News Release
to Initiate a Multi-Channel
Digital Marketing Campaign
Tom Blakeley
Blackwood Productions

2. Discussion Points Related to News
Release Marketing
• News release preparation check list
• Online submission example
• Multi-Channel Integration
• Example: Linking out to social media to
increase engagement and following
• Sample results

3. News Release Preparation Check List
(1 of 2)
• Have a social media-friendly logo. Make sure the logo can work in
multiple sizes so no matter how the media uses it, it is clear and legible.
• Social sites in your media contact block. It’s where the media looks for
your contact info, so include at least your Facebook and Twitter accounts.
• Include a link for every 100 words. Link back to your landing page or
relevant campaign content so even if your press release gets edited for
space, your readers will have the information they need. Plus your SEO
and inbound marketing remains strong.
• Use multimedia. Video, Slideshare links, Pinterest boards – whatever you
can conjure up to grab attention and deliver your message.
• Create small chunks of succinct details so that it can translate well to
social. This makes it easy if the media wants to Tweet information about
you.
• Keep it quick, easy and creative. It’s more likely to be picked up, shared
and retweeted that way.

4. News Release Preparation Check List
(2 of 2)
• The title of the press release should act like a news headline and be eye
catching, setting up your news story and driving the reader to action.
• To increase the chances of media and bloggers finding your
information, use your SEO keyphrases throughout your press release,
including the headline.
• Tell a clear story in each and every paragraph you write.
• Use that closing paragraph to make a last chance pitch and reiterate the
points.
• Keep your audience groups top of mind. A social media press release
targets three different groups: media, bloggers and consumers. It needs to
appeal to all of them.
• Be interactive. Use the capability of sites like PRWeb to embed video,
upload photo galleries, and make your press release visually compelling.
• A template approach. Create a template you can reuse for each new news
release. This will make writing them much faster.

5. Online Submission Example
PRWeb (1-3)

6. Online Submission Example
PRWeb (2-3)
Place your
message here.
Twitter account
selected

7. Online Submission Example
PRWeb (3-3)

8. Multi-Channel Integration
A news release can initiate
a digital marketing wheel

9. Link Out to Social Media
• linking out to event and promotional
information using a social platform application
– Sweepstakes (Facebook App)
– Promotional - digital download(Facebook App)
– Coupon (Facebook App)
All apps are mobile
compatible

10. Sweepstakes - Fan Gate
Click the “Like”
to get access to
the offer
“Share” to initiate
viral marketing

11. Sweepstakes Offer
Click the “Enter
Now” to register

12. Sweepstakes Registration
List segmentation
at sign-up
E-mail marketing
“Share” to initiate
viral marketing

13. Promotional Offer
Digital Download
Click the “Like”
to get access to
the offer
“Share” to initiate
viral marketing

14. Promotional Offer
Digital Download
Click the
“Share/Unlock” to
register

15. Promotional Offer
Digital Download
Successfully
downloaded recipe!

16. Coupon
Product Discount
Facebook landing
page to get discount
coupon
“Share” to initiate
viral marketing

17. Coupon
Product Discount
Coupon delivery
“Share” to
initiate
viral
marketing

18. Sample Results
• iWatchLife
• Harman’s Luxury Log Cabins
• A+ Vacation Homes

19. iWatchLife

20. iWatchLife

21. Harman’s Luxury Log Cabins

22. Harman’s Luxury Log Cabins
San Gabriel Valley Tribune
San Jose Mercury News
San Mateo Daily Journal
Santa Cruz Sentinel
Securities Technology Monitor
Securities Technology Monitor (press release)
Sign On San Diego
SiliconValley.com
Star Telegram
Star Tribune
StreetInsider
StreetIQ
Sun Herald
TCPalm
The Bellingham Herald
The Boston Globe
The Buffalo News
The Cincinnati Enquirer
The Columbus Dispatch
The Columbus Ledger Enquirer
The Daily Breeze
The Daily Jeffersonian
The Daily Record
The Island Packet
The MiamiHerald
The Network Journal
The News & Observer
The News Tribune
The Olympian
The Sacramento Bee
The San Francisco Chronicle
The State
The State Journal
The Street Sweeper
The Sun News
United Press International
Value Investing News
Whittier Daily News
Wichita Eagle
WRAL
Journal
Industrial Info
InfoStor
Inside Bay Area
International Business Times
InvestorPlace
Kansas City Star
KGO Newstalk 810 San Francisco
LA Daily News
Las Cruces Sun-News
Lexington Herald-Leader
Macon Telegraph
Market Intelligence Center
Market Pulse
Minnesota Public Radio
Minyanville
MoneyShow.com
myMotherLode.com California Gold Country
Newsday
NewsOK
NewsOK.com (Oklahoman) - Online
Oil & Gas Financial Journal
Pasadena Star-News
Power-Gen Worldwide
Press Enterprise
Press-Telegram
Publicus
Redlands Daily Facts
Renewable Energy World
Rockford Register Star
Ruidoso News
San Bernardino County Sun
740 KVOR
A.M. Best Company
Albany Times Union
Anchorage Daily News
Belleville News Democrat
BestGrowthStock
Beyond The Dow
BioMedReports
Biospace
Bradenton Herald
Carlsbad Current-Argus
CBS MoneyWatch
Centre Daily Times
Contra Costa Times
Daily Herald
DailyBulletin.com
Dealbreaker
Digital Journal
Digital Media Wire
El Nuevo Herald
El Paso Times
eOption
Farmington Daily Times
FayObserver
HeraldNet Everett,
Washington
Houston Chronicle
Hydro Review
IC Places
Idaho Statesman
Indianapolis Business
101 News Agencies Picked Up The Release Within The First 12 Hours

23. Harman’s Luxury Log Cabins
Sample of Google’s Immediate Indexing for Harman’s News Release

24. Harman’s Luxury Log Cabins
We see an increase in site traffic 12 hours from when
the news release was put on the wire (PRWeb).
Harman’s Luxury Log Cabins – PRWeb Site Traffic Increase

25. A+ Vacation Homes

26. A+ Vacation Homes
47,998 Headline Impressions 652Full Page Reads
Full Page Reads
By Country