Black Belt Web Marketing.pdf - Costa del Sol

A successful media campaign requires careful planning, creativity, an interesting site or
product, and a one-to-one relationship with the media. These steps will improve your media
campaign:
Add a media page to your web site and use it to publish "media friendly" documents.
Target appropriate media with your news release rather than blanketing media
indiscriminately
Continue building a strong media list over time Decide on a message that is
newsworthy, factual, and interesting
Use e-mail effectively
Monitor results of your media campaign and make adjustments to improve future
campaigns
Your media page will improve the chances that the media will run your story. Publish on
your media page: press releases, stories run by other media, background history on your
site or company, a biography of key personnel, a competitive comparison if you compare
favorably with strong competition, a reviewer’s guide for those sites that select "cool" sites.
A press release is a good first document for your media page. Not only will it contain the
kind of information that the media looks for but it is available should your news release
encourage the media to request more information.
These guidelines will help you write an effective press release:
Write about what’s most important about your site or product
Write what’s most newsworthy about your site or product
Draft a compelling headline designed to interest an editor
Use a "pyramid style" for your press release by leading off with a "hook" in the first
paragraph, supporting information in the second paragraph, and contact information
in the third.
Be concise and to the point
Describe how your site or product benefits your target audience
Includes quotes to give your press release more credibility
Lesson 9 Pg. 38