My website mentor advised me to toss out a book on search engine optimization (SEO) that I bought when we worked together on building out DYS Media.
“It’s worthless,” said Rebecca LeClaire with RL Marketing and Consulting in Saugatuck, Mich., even though the book was only a few months old and I had not revealed its name.
It didn’t take much searching to understand her guidance. Google changes its algorithm 400 to 500 times per year, and those are the updates about which we know. SEOs must maintain fluency in Google’s changing code as it owns nearly 90 percent of the online search market.
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American Petroleum Institute Director of Upstream and Industry Operations Erik Milito previews a press call at 11 a.m. ET on SiriusXM Satellite Radio to announce a new environmental initiative by the energy industry to reduce methane emissions.
The press release is fighting for its life in a world of spammed inboxes and 140-character tweets. Meanwhile the debate about the press release’s viability continues. Syracuse University professor Michael Meath argues, “The traditional press release is dead…many of us still use them, but if the intent is to gain the passionate interest of reporters and editors, we are going to be disappointed.”
The press release still has diehard supporters, however. Najeeullah Khan of InterloperInc.com says press releases “worked before the internet and they work just as well now.”
The odds, it seems, are stacked decidedly against releases, but they still serve as lures in the tackle box of PR pros and as such demand a deft approach. Below are tips for crafting compelling and effective releases.