Great PR was traditionally built on a solid foundation made up of two very simple rules:

  • Rule #1: You need a great story
  • Rule #2: You need great connections

If you ignored just one of these rules, the chances of winning any serious press coverage would have been extremely limited.  Without a great story your release would be little more than litter on a newsroom floor. Without great newsroom connections, even the best release would stand little chance of being featured in the press outside of silly season.

In the digital age where Internet technologies have severely disrupted the PR industry, these two rules continue to stand firm.

While journalists and editors have, to some extent, been sidelined, having a great story has never been more important. Without editorial filters ensuring the quality of your message, a weak or ill-thought-out release given global exposure via the web has the potential to damage your brand. Whereas an editor would have thrown your release in the trash and said nothing more about it, the general public can be less forgiving.

Connections are also incredibly important. Online PR distribution tools like PRWeb have built their businesses on the back of an extensive list of connections which goes far beyond the traditional newsrooms, targeting a vast network of bloggers, citizen journalists, search engines and social networks.

Thanks to this extended reach, your Press Releases and the strategy built around them need to be optimized to take full advantage of the diverse range of media they now have to engage with.

Seven Steps to Optimize Your PR Campaigns 

  1. Easy to Remember URLs: Ensure any website addresses featured in your release are easy to remember and point directly at the product, service, feature or event you are promoting. For example if you are promoting a recruitment drive at your organization the URL should be something like: While this might not be so important online where the viewer can click directly to your page, if the release is picked up by the print or broadcast media, you’ll want to make it is easy as possible for them to direct people to the most relevant page.
  2. Landing Pages: Optimize the landing page experience on the URLs you are promoting to drive conversions. This might mean stripping out unwanted and potentially distracting navigation.
  3. High Quality Images: Both print and online media love great images. Be sure to include print and web quality images with you release.
  4. Video: As the lines between print, broadcast and online media continue to blur, featuring video content with your press release will definitely win friends and influence people.
  5. Getting Social: While companies like PRWeb will include social media tools like Facebook “like” buttons, you should also include details like your Facebook, Twitter, Linkedin address in your contact details to encourage social engagement.
  6. Write for the Web (SEO): Online PR is a fantastic SEO tool. Try and include important keywords and phrases throughout your release (without giving it the appearance of being written by a robot). Pay particular notice to the quality of your headline and opening paragraph as these will be the most visible sections when featured on a search engine or news site. Keyword tools offered by Google will help you discover popular search terms around your release topic.
  7. Maintain Real-world Relationships: While automation will potentially yield phenomenal results (with the right release), always strive to get to know key influencers in your target market. These might be journalists, bloggers, consultants, etc. As an ex-journalist myself, I can happily confirm the best way to do this is to offer to buy them a beer.

Learn more about optimizing your PR strategy for the digital age at