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June 06, 2007
Connect your website and your press releases...
If you send out a press release...
1) It should have a unique place on YOUR website
2) It should go up on YOUR website at the same time it is sent out
3) It should be in HTML format, not Word, not Acrobat.
4) People should be able to find it in three clicks or less
I'm amazed at the number of companies that send out releases and it takes them DAYS for the release to appear on their website.
A few companies don't even put their releases on their website and that just drives me completely nuts. Why do you not want to tout your own news on our own site?
A few companies put their releases on someone else's website, like the PR firm's, a practice that is baffling. You want people to come to YOUR website, not your agency's. It's all about eyeballs and repetition and getting a boost to the mystical Google rankings. If the release is sitting on someone else's website, you won't get Google brownie points...
I've ranted before about HTML vs DOC and PDF. Yesterday, I got a "release" that was a web link to a PDF or DOC file on a third-party website. Guess what I didn't do? .DOC and .PDF files have been known to carry viruses and spyware. Do a Google search on "NY Times," spyware" and "civil suit" and see what might come up....not to mention that you can't read .DOC and .PDF files (easily) on a cell phone or PDA.
Good web site organization and/or design means someone should be able to pull up something in a few clicks --- not 5 or 6. I prefer 3 clicks...
Yes, I sound like a broken record, but there are too many people doing too many of the wrong things.
Posted by dmohney at June 6, 2007 04:37 PM