Our first morning breakout session began by entering a room filled with PR professionals. Laura Sturaitis, Senior Vice President of Media Services and Product Strategy from Business Wire spoke on social media and press releases. She focused her presentation on communicating effectively and how to tighten up your message to the public. Laura stressed the “3 E’s” which are
- Enhancing the release with formatting links and clever tag lines.
- Expanding your posting, delivery and reach through a push and pull format.
- Evaluate and measure your results- always look for ways to improve!
She also touched upon creating authority with Google. To ensure efficiency, index your captions and reinforce keywords related to your topic. Next, Laura moved onto search engine optimization. (You can use this to your advantage guys!) Blog it! Tweet it! Interestingly enough, the average “Googler” uses more than three words for their search. With that in mind, it is vital to identify keywords, link appropriately, podcast as much as possible and use social networks as a communication tool. Visuals and multimedia are the new key to successful releases and retaining the publics attention.
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