SOURCE: Marketwire


March 03, 2009 08:01 ET

Marketwire and Expansion Plus Team Up in Encore "By Demand" Presentation on Optimizing Press Releases

Webinar Attracts 1,000-Plus PR, IR and MarCom Pros

LOS ANGELES, CA--(Marketwire - March 3, 2009) - Marketwire, a full-service newswire and communications workflow solutions provider, partnered with Expansion Plus, an online PR and marketing firm, to conduct a webinar on the high-demand topic of optimizing press releases to maximize their online visibility. The February 24, 2009 event, an encore presentation "by popular demand," addressed both a PR and wire service perspective to give attendees strategies on reaching traditional media and online influencers.

Highlights / Key Facts

  • Content is king on the internet. Before writing a release, research what is current news that appeals to both traditional media and new communication channels where the news issuer is the sole content source.

  • To ensure that press release content prominently appears in search engine results pages, it must contain keywords -- this is called "optimizing." Choose one main keyword and one or two minor keywords or phrases and write the release with these words in mind, focusing on the main keyword or phrase, which should go in the headline.

  • Link-building with new editorial content is key to achieving search engine visibility -- search engines rank this above tag-tweaking and on-page elements.

  • With the advent of universal search, social media or Web 2.0 press releases that incorporate multiple elements such as videos, images and audio will expand content visibility and increase the odds that it reaches traditional media and online influencers.

  • RSS (Really Simple Syndication) is vital for search engine optimization because the syndication builds backlinks, or incoming links to a website. The higher the number of backlinks, the more prominently the website ranks in search engine results. Press releases are probably the best way of accomplishing this.

  • There are hundreds of social media site types ranging from video and audio aggregators, to niche and social networks, to blog platforms and micromedia. A social media press release increases the likelihood of content reaching these sites because it typically includes multimedia elements and provides a wide array of tools to facilitate and track information-sharing, such as in-release bookmarks and tags, feedback tools, permalinks and trackbacks.


Doug Hay, Expansion Plus

  • "For the internet, the great advantage of online and social media press releases is that when you put them on the wire service they go directly to your end reader. There is no middleman who is going to edit them. So, the bottom line is that you now have to wear the hat of being the journalist."

  • "The name of the game is to optimize your site. That's a one-time activity -- you can tweak it as you go along, but once it's done you need to concentrate on building backlinks. The best way to do that is to issue new editorial content. Press releases are probably the best way."

  • "You have to think of the internet press release as a new communication channel. It's a fantastic opportunity. It changes the game. It allows smaller companies... non profits... startups... to basically have a voice out there because it doesn't have to go through a journalist or editor or producer. When you create your content and you put it out on a wire service and you put it in your RSS feed you are communicating directly with end users. They will find you by searching. This is a major shift in the way online communications is done... in the way public relations generally is done."

Molly Campanella, Marketwire

  • "Reporters are having these extraordinary expectations on them to not only publish stories but also to publish blog entries. So they are looking for content that they can grab and immediately use."

  • "I heard recently that a lot of people balk at the idea of putting video in their release because they don't have production staff. But, consumers tend to put more credibility in an amateur video. So if you have a flip cam or any sort of editing capacity it's really worth it to put a video into your press release because, through YouTube, you can track the number of people who looked at this video. You have immediate metrics that you can report to people who may be asking you about your investment in public relations services."

  • "Social media releases give my clients who are a little bit wary about social media a really easy way of entering the game. If you don't have a lot of experience, it's a pretty easy way of immediately accessing different audiences. For those of my clients who already have an island on Second Life, or who have a Facebook page, it amplifies what they are doing and pushes that news to a larger audience. The social media press release is just one part of a greater social media campaign, and it's an easy way to get involved in social media and get your content out there."

Upcoming Event: Four-Part Social Media Webinar Series
As part of an ongoing effort between Marketwire and Expansion Plus to educate today's communicators about online press release optimization and social media, the two companies are partnering to present a series of four webinars featuring five well-known social media experts. Hosted by Sally Falkow, social media strategist and president of Expansion Plus, each session includes a comprehensive whitepaper: The cost of the series, "Your Social Media Roadmap," is $425 (USD) when registering for all four sessions at once, or $125 for single sessions. For more information and to register:

  • Session 1: Setting Your Baseline and Determining Goals
    Guest Presenter: John Blossom, author of "Content Nation"; president, Shore Communications
    Thursday, March 19, 1:00 p.m. to 2:30 p.m. EDT
    • Benchmark your company
    • Educate your C-suite
    • Gauge your social media ranking
    • Set realistic, measurable goals

  • Session 2: Researching and Planning
    Guest Presenter: Paul Gillin, social media strategist; author of "The New Influencers"
    Thursday, April 16, 1:00 p.m. to 2:30 p.m. EDT
    • Identify important influencers, including evangelists and detractors
    • Pinpoint relevant communities
    • Know what people are saying, what they want to know and what you should do
    • Create a strong online reputation

  • Session 3: Choosing Your Tactics
    Guest Presenter: Rebecca Lieb, editor and consultant; vice president, eConsultancy
    Thursday, May 21, 1:00 p.m. to 2:30 p.m. EDT
    • Develop your content strategy
    • Take advantage of universal search
    • Choose the best tools for you: blogger relations, microblogging (Twitter), podcasts, video, RSS feeds, social news sites and more

  • Session 4: Measuring ROI
    Guest Presenter: Katie Delahaye Paine, publisher, The Measurement Standard; CEO, KDPaine & Partners
    Thursday, June 25, 1:00 p.m. to 2:30 p.m. EDT
    • Redefine the "R" in social media ROI
    • Measure the tone of blog posts, video views, search results and comments
    • Analyze the impact of your efforts
    • Translate social media conversations to sales


About Marketwire

The only fully integrated North America-based global newswire, Marketwire, Inc. is a full-service partner to IR, PR and MarCom professionals seeking top-tier press release distribution, media management, multimedia and monitoring solutions. Marketwire's customer-centric corporate philosophy focuses on being the best by infusing every aspect of its business with the following core attributes: precision, adaptability, innovation and simplicity.

Marketwire delivers its clients' news to the world's media and financial communities, fulfilling disclosure requirements in North America in compliance with the Securities and Exchange Commission (SEC) and the Toronto Stock Exchange (TSX), and serving as Primary Information Provider (PIP) with the UK's Financial Services Authority (FSA). With a reputation for technology leadership, Marketwire offers innovative products and services -- including Social Media, Search Engine Optimization, Dashboard Mobile Financial, News Dashboard coverage reports, exclusive access to networks such as the Canadian Press Wire Network, Easy IR and Easy PR workflow solutions, and more -- that help communication professionals maximize their effectiveness while ensuring accuracy and best practices. Having merged companies (Market Wire and CCNMatthews) in April 2006, and enjoying a combined history of 25 years of service, Marketwire is now majority-owned by OMERS Capital Partners, the private equity arm of one of Canada's largest pension funds.

Marketwire distributes the majority of press releases issued by publicly traded companies in Canada and serves more than 8,000 clients worldwide through 20 offices on four continents. For more information, visit us at

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