How to Get People to Actually Read Your Online Press Releases

The press release strategies that worked so well for you in the past are less effective now.

Why? 2012 was a strange year for the press release. Four big reasons:

1. SEO has changed. Google Pandas and Penguins ran amok and almost brought the party to an end.   
2. A fraudulent press release on a major wire service and their subsequent policy changes now make it more difficult to write compelling headlines and optimize news for search. 

3. The 28-day news cycle shortened to just over a week.

4. All major search engines place less value on search-optimized news releases.

So should you stop sending search-optimized news releases? No — but if this is all the marketing you do, then you're toast.

So what should you do in light of these events?

We asked this question to David McInnis, the visionary who founded PRWeb and one of the original
David McInnis
founders of the "search-optimized news release." David has created more innovations surrounding press release distribution than anyone I know.

What he told us was fascinating and can undoubtedly help companies dramatically improve their press release visibility.

David has graciously agreed to participate in an HRmarketer-sponsored webinar — "5 Press Release Strategies to Improve Your Online Visibility” — on Wednesday, June 12 at 2 p.m. ET to talk about this subject.

David is not afraid to make bold statements. And he has recently made some bold statements about online press releases. What sets David apart is that his predictions usually become reality. He is a visionary and has the gift of spotting seismic marketing shifts before the masses catch on. Some of David's recent quotes:

"Take a deep breath. My most liberating and cathartic moment of the last 5 years has been the realization that Google is not the best source of traffic."  

"Press releases are sponsored content. They have been since my PRWeb days."

"I have anecdotal evidence that press releases run the risk of being dropped from Google News. This has happened already. Major wires are having a harder time ranking in Google News under their own brands."

If your goal is to take your message directly to your customers and generate online visibility for your brand, this webinar is for you. You don't want to miss it.

By incorporating the five strategies we’ll cover in this webinar, you’ll understand how to make the most of your press releases.  

Editor's note: The webinar has been held. You can listen to it online at:

Post written by Mark Willaman, the founder and CEO of and Fisher Vista Marketing. Connect with Mark on LinkedIn

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