Black Belt Web Marketing.pdf - Costa del Sol

web.
Internet News Bureau: Best for web-related announcements but your release is not fine-tuned for
the recipient. It reaches thousands of editors, reports, and broadcast media for $225. The
release is also published at its web site. It will also write your press release for you for a
reasonable amount.
Xpress Press: Best used for announcements from companies with a web site such as product
announcements, but not best for web-specific news. Releases not customizable for
recipients. Sent to 800 print editors, radio and TV producers, trade publications and the
Internet community. They will write your release for $150.
One last consideration before choosing one of these services: make sure your web event is
newsworthy, such as a new site offering a unique service. If it isn’t, then none of these
services will be able to get you much publicity.
Putting up a new site is no longer newsworthy.
On the other hand, as more media goes online, reaching them becomes easier. E-mail news
releases are an effective way preferred by many journalists. A short, concise message
designed to catch a journalist’s attention is often better than the traditional press release
when first making contact. Benefits of media publicity include:
A media story has more credibility than advertising.
The media can instantly reach a much larger audience than other web
marketing techniques
Media coverage is free.
Potential customers are impressed when the media covers your site or
product
You are sure to experience tremendous satisfaction from "making the
news"
People automatically assume that you are an expert in your field when
you’ve received coverage.
By following guidelines for approaching the media, anyone can be their own publicist.
Becoming good at it requires practice and experience.
Lesson 9 Pg. 37