Press Releases — Coms Swiss Army Knife
Agility PR recently offered a quick summary of the continuing role press releases play even as social media dominates the slot occupied by traditional marketing and advertising.
While listing the usual suspects – controlled messaging, precise targeting, detailed facts and contact information – the article also makes the very good point that press releases are first and foremost an announcement, not to be confused with the offhanded SEO role far too many assign them.
SEO – Yes and No
Stuffing a press release with nothing but keywords – a practice Google has for some time now disavowed as effective, and in some cases of overuse even destructive when it comes to SERP rank – is attractive only if you’re a bot, as opposed to a real person looking for relevant info.
While many make the case for text only press releases, utilizing the same information as part of a properly prepared PDF can pay lasting dividends well into the future.
A Picture’s Worth A Click Or Three
A PDF’s structure allows for significant metadata to be included in the document, with the added benefit of layout, formatting, and content based visual appeal that’s otherwise impossible to achieve with the typical press release.
Knowing how to optimize a document as a PDF file is underappreciated and an enormously powerful part of SEO and SMM. When a press release is processed using Acrobat Pro, the amount of metadata a PDF is capable of storing is like getting free money at the bank.
The article concludes with the observation that traditional press releases should work with, and not be excluded from, a client’s social media marketing plan. I agree with this approach, as well as the opportunity it presents for a well-designed release to be launched strategically for years of lasting benefit.