How to Make Your Press Releases Thrive Online

June 24, 2009 By Leave a Comment

In my presentation to the IABC in February, we talked about why search engine optimization is important to press releases. There are many ways for your release to be displayed online and thereby accessible to search engines like Google. A best practice is to always post your press release to your website or online newsroom. Also, there are some press release distribution services, such as Business Wire, that will post your release to hundreds or thousands of websites for a small fee. This article will provide a good jumping off point for you to learn how to get the most out of your release once it is posted online.

The goal of this article is to help you take advantage of a new way to reach your audience, search engines. Only a few years ago, your audience for a press release was only the media. You sent it to the local paper or trade publication, hoping that they would write an article about your company. Then you hoped that your clients, prospects or anyone else you were looking to reach would see it. That’s a lot of hoping.

While the media is still the main target of a press release, search engines help to take the guesswork out of public relations. Google tells us how many people search for certain terms every month in their keyword research tool. This tool will allow you to select the right keyword to put into your press release. Selecting the right keywords is one of the most important things that you can do when creating your release to make sure that it is found.

Check out this blog post for some good things to keep in mind when selecting your keywords. Also, check out this great video to help with keyword selection.

Here’s a link to the Wordtracker Tool for more suggestions.
Embedding hyperlinks in the text of a release is another important tool.

Keywords with embedded links to your website do a lot for SEO. Here’s the three most important benefits:
1. Increases the chance of your release being found on a search for the keyword
2. Drives quality traffic to your website
3. SEO of that webpage increases

For working more SEO into your site: Google’s Official SEO Starter Guide.
This information will hopefully get you on the road to recognizing the benefits of SEO in press releases.
To continue your training:
1. Please check out our on-going Business Wire webinars
2. Check out our EON Resources page for some good info
3. Call or email me to setup a more in-depth meeting and hear about Business Wire’s tools
4. Check out these blogs: http://www.dailyblogtips.com/top-25-seo-blogs/ or http://davefleet.com/2008/10/are-you-reading-the-top-pr-blogs/

This article contributed by Aaron Nye, Account Executive with Business Wire (www.businesswire.com) Philadelphia, a Berkshire Hathaway Company. Aaron can be reached by email at Aaron.Nye@businesswire.com or by phone at 610-617-9560.

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CLICK – IABC Philadelphia e-newsletter – March 2009

March 5, 2009 By Leave a Comment

Greetings and Welcome to the March 2009 edition of CLICK.

In addition to a full list of our chapter’s upcoming events, this issue of CLICK also includes a number of interesting articles generously contributed by IABC Philadelphia members. It’s always great to hear from you and we welcome your ideas for articles and newsletter features.

A quick note to our readers who are not currently members (or those of you who have lapsed memberships) – now is a great time to join or re-join IABC.  March is worldwide Membership Month at IABC which means that the application fee will be waived all month.

Kindest regards,
Lauren Conway
President, IABC Philadelphia

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Upcoming Events

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March 13, 1 – 4 PM

Curling Anyone? A Unique Communication Social/Networking Event

Philadelphia Curling Club, 65 Plank Avenue, Paoli, PA, 19301

In addition to networking, guests will have a chance to go on the ice and try their hand at curling! Hosted by IABC Philadelphia, Jocelyn Canfield, ABC and (and curling club member) member Joe Borillo.

We’ll have access to the club from 1 – 4 PM. Take the afternoon for some networking and some fun at the Philadelphia Curling Club.

Once you are on the attendee list we’ll send an e-mail on what to wear and what to expect.  Click here to learn more about this event and to register.

Fee: There is no fee for this event but registration is limited.

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March 20, 7:30 – 9:30 AM

Writing for the Web

Hub Cira Center, 30th Street Station, Philadelphia PA

Join us for a panel presentation that will sharpen your writing skills. From Search Engine Optimization to writing for blogs, you will learn tools to apply to creating content for online communications.

Fee: IABC Members: $30.00, Non-members: $40.00, Students: $10.00

>(Continental breakfast included)

**Note:  Registration is limited to 30 attendees and attendees must register before Friday, March 13th.

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MARCH 25, 12 – 1:30 PM

Free Career Teleseminar: The Ladder Becomes a Path: Unleashing your Professional and Personal Best

Presented by Brian Fishbone, Senior Corporate Training and Global Talent Management Specialist

This will not be your typical job search seminar. In this 90-minute program, training specialist Brian Fishbone will talk about his decision to take a risk and leave his position with Mercer for a personal and professional sabbatical. This event became a turning point in his career and his life and helped him to recognize that life is more than climbing a ladder of success. Brian came down from the ladder and learned to take a meandering path to professional growth that has forever changed his life. Brian will use the example of his own life to encourage discussion about recognizing opportunities for growth in your own life.

Fee: There is no fee for this event.  Dial-in instructions will be emailed to those who register.  Click here to learn more about this event and to register.

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April 4, 10 AM

Corporate Communicators Connection: IABC Philly’s Informal Networking Gatherings

Chestnut Hill Coffee, 8620 Germantown Avenue, Philadelphia, PA 19118

Join us for a cup of coffee, hot chocolate and some networking. We’ll be holding one of our FREE informal IABC networking events at Chestnut Hill Coffee. The only cost to you is any food or drink you decide to purchase. Meet other communicators in the area, ask questions, or just sit back and listen to the conversation. These are fun and we hope you’ll join your hosts Lauren Conway, President of the IABC Philadelphia chapter and VP of IABC Philadelphia, Tim Ernst. No need to register, check out IABC Philadelphia on Facebook or LinkedIn and let us know you’re coming, so we have an idea of how many to expect. We’ll meet up on the second floor of the coffee house at 10 AM.

Fee:  There is no fee for this event.  The only cost to you is any coffee, drinks or treats you purchase.

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April 13, 1 PM

Council of Communication Management Event

April 2009 Hot Topics Teleseminar

“How to Take Charge of Your Career in a Tough Economy: Career Coaching & Trends for Senior Communicators”

Presenter: Holly Green, CEO of the Human Factor

As is the case across industries, many senior-level communicators are finding themselves at a unique professional crossroads because of the economy. Whether facing a downsizing or seeking more career security, many communicators are now having to look for work or turning to alternative career paths after many years with the same company or in a specific discipline.

In this Hot Topics session, Holly Green, CEO of the Human Factor and part of the Women for Hire speakers bureau, will discuss career trends and provide career advice on a range of topics such as:

- how to safeguard your job

- how to compete in a job market when you have senior-level experience

- how to transition into a new but related communications career

- how to market yourself successfully

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April 20, 9 -11 AM

Resume Workshop

Willow Grove Super G Community Room, 315 York Road Willow Grove, PA

This workshop will help participants make some quick fixes to freshen up their resume.  Since many of the participants will be from the PR and corporate communications field, they will need pointers from someone who knows the industry and what hiring managers and recruiters are looking for. Mary Gustow from Right Management will be facilitating the workshop.

Workshop Takeaways:

- Participant will receive general tips to rework resume to make it current.

- Participant will receive personalized recommendations from facilitator on quick fixes to his/her resume.

Look for more details to be distributed shortly.

For a complete listing of all IABC Philadelphia events as well as teleconferences, live events and webinars being offered by IABC International, visit our chapter website.  You’ll also find information there on upcoming conferences that are offering IABC Philadelphia members discounts on registration fees.

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How to Make Your Press Releases Thrive Online

Our February program, How to Make Your Press Releases Thrive Online, generated a lot of interest from our members.

We asked our presenter from that program, Aaron Nye, an account executive with Business Wire, to put together an article on this topic for our CLICK readers.

Aaron’s article contains a wealth of great tips and information which will be of interest to both beginners and experts.

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Sig Lines: Using your Email Signature to Communicate

By Amy Blake

In one of her recent email newsletters, Nancy Schwartz focused on a simple and cost-free marketing technique, email signatures. Also called “sig lines,” email signatures are often overlooked as a quick marketing tool.

Tips on how to use your email signature line to complement your marketing and internal communications.

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Reduce Information Overload with 6 Tips from IABC Research Foundation

By Irene Monley, ABC, SPHR

We can’t get enough of tweeting with Twitter and writing on Facebook walls. But as social media rapidly merges into mainstream communication tools, we still face an age-old problem – information overload.

In its most recent study, the IABC Research Foundation provides six simple and quickly implemented principles to reduce information overload in business communications.

Based on a study of best practices in large companies and a survey of IABC members, “Preparing Messages for Information Overload Environments: What business communicators should know about information overload and what they can do about it” shows that visualization methods such as diagrams, time lines and charts help reduce information overload. The report includes case studies, a literature review and actionable advice on how to both reduce the volume of information and transform messages to accommodate the time and attention constraints of readers in information overload environments. The report was sponsored by IABC/Seattle, Chase and American Standard.

This study is the third in the last year, which is available at no cost to IABC members. The other two are “Survey of Generational Communication Differences Around the Globe,” and “Trends in Communication Profession Compensation.”

All of the studies are available on the IABC Research Foundation page at the IABC website.
Irene Monley is a member of IABC Philadelphia and 2008-2009 Chair of the IABC Research Foundation.

The IABC Research Foundation translates communication theory into practice, providing real-world knowledge and applications for the communication professional. Established in 1982, the Foundation funds and publishes research to advance the profession and demonstrate the value of communication in organizational effectiveness.

THIS NEWSLETTER WAS DISTRIBUTED TO MEMBERS VIA EMAIL ON MARCH 2009.

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CLICK – IABC Philadelphia e-newsletter – January 2009

January 21, 2009 By Leave a Comment

Happy New Year!
IABC Philadelphia is kicking off 2009 with a stellar line-up of professional development programs, teleseminars and networking events.  In January and February we will continue with our new informal networking events, held at fun and interesting venues all over the Philadelphia area.  We will also begin our free teleseminar series with presentations featuring experts on topics such as successful job searching, working with recruiters and ways that you can stand out as a star-performer on the job.

Don’t forget that IABC International is accepting entries for Gold Quill Awards through February 3rd and visit IABC’s Gold Quill web page (http://www.iabc.com/awards/gq/judging/#tips) for everything that you need to know about the awards (including tips on how to craft a winning entry!).

As always, we welcome your feedback on all of our chapter events, this newsletter and the website.  Please feel free
to contact me or any member of the IABC Philadelphia Board with comments or ideas.

Stay warm & be well!
Lauren Conway
President, IABC Philadelphia

Upcoming Events

Jan 22, 12:00 PM
Free Career Survival Teleseminar

Janet Long, will discuss positioning yourself for career survival, increasing your odds when responding to web postings, dos and don’ts of presenting yourself to a recruiter and more. Janet Long, is president of Integrity Search, a national executive search firm dedicated to recruiting leaders and innovators in the fields of communications, human resources and marketing. Click here for more details and to register. (http://guest.cvent.com/i.aspx?1Q,M3,be15b57b-4880-4190-bcd5-fbf988a7ee6b)  (http://guest.cvent.com/i.aspx?1Q,M3,be15b57b-4880-4190-bcd5-fbf988a7ee6b)

Jan 28, 6:00 PM
How to Make Your Press Release Thrive Online

La Salle University Montgomery County Center, 4000 Chemical Rd, Ste 110, Plymouth Meeting, PA 19462

The words you choose and the formatting you apply when crafting your press release can determine whether you are lost or found in search engine results. Learn to build releases that appeal not only to readers, but search engines. You’ll pick up some general tips on search engine optimization (SEO). We’ll also show you how to maximize your chances of having your press release found, seen and shared with this how-to overview of Business Wire’s new FREE tool, the Press Release Builder.

Click here for more details and to register.  (http://guest.cvent.com/i.aspx?1Q,M3,014c68c6-394b-409b-99b4-13b8519e9cb6)

Jan 31, 10 AM – 12 PM
Networking Event in Doylestown
Saxby’s Coffee Shop

This is a casual get-together for all friends of IABC. This is a chance for informal networking with your colleagues at a small, local venue. Join us for a beverage and chat – this is a no-fee event and there is no needed to register. Your only cost is whatever you purchase to eat or drink.

Feb 7, 9:30 – 11:30 AM
Networking Event in Audubon
Panera Bread Company, 601 South Trooper Road, Norristown, PA 19403

This is a casual get-together for all friends of IABC. This is a chance for informal networking with your colleagues at a small, local venue. Join us for a beverage and chat – this is a no-fee event and there is no needed to register. Your only cost is whatever you purchase to eat or drink.

February 19, 6:00 PM
Taking Advantage of Social Media for Business
Exelon Generation, 300 Exelon Way, Kennett Square, PA 19348

IABC Philadelphia welcomes Ryan Lejbak, CEO and Co-Founder of zu.com communications in Saskatchewan, Canada.  At this program, you will learn how social media applications such as Twitter, Flickr, Facebook, USTREAM.TV and other interactive tools can be used as effective business marketing and communication resources. Ryan will discuss rapidly changing trends and how they affect business and will show practical applications of these tools and engage the audience in discussion around best business practices in the uncharted territory of social media. Click here for more details and to register. (http://custom.cvent.com/2318D5630F554644ABE80B867C38AD00/pix/1b4f335c056c4415a6682894066b967a.gif)

Feb 23, 12:00 PM
Free Career Teleseminar: Position Yourself for Success in Uncertain Times

When the music stops, how do you make sure there is a seat for you? In an environment of economic downturn and organizational shifts, you need to ensure that the contribution you’re making to your company or your clients is perceived favorably. This is a FREE teleseminar to IABC, CCM, and PRSA members. This teleseminar will be presented by Jan Thibodeau, ABC, Director of Consulting for Novations Group, Inc. (http://www.novations.com/index.html) where she assesses client needs and delivers solutions to help organizations develop competencies and achieve business results. Jan is the Past Chair of the IABC Research Foundation,
and she has served on the IABC Board of Directors. Click here for more details and to register. (http://philadelphia.iabc.com/upcoming-events/?event_id=7)

Registration for the 2009 World Conference Now Open

IABC’s 2009 World Conference will take place June 7 – 10 in beautiful San Francisco. Famous for its iconic landmarks, historic neighborhoods, cultural diversity and inimitable charm, San Francisco is also home of IABC’s international headquarters.

This year’s program lineup features diverse content with themes of renewal, energy and sustainability in communication, business and your career. Choose from seven conference tracks to build your own conference agenda—employee communication, marketing & brand, public relations, strategy & counsel, global trends, change management and communication leadership.

The stellar line-up of presenters at the conference includes Ernest Gundling, Ph.D., co-founder and co-president of Aperian Global, Tony Schwartz, bestselling author, and Robert Swan, polar explorer and environmental leader. The 2009 Gold Quill Awards gala will be hosted by Emmy-award winner Doug McConnell and will feature local San Francisco talent.

Register by January 31st to receive the following member rates. Fees will increase by $150 on February 1st.

Conference, Lunch and Gold Quill package: $1,210
Conference and Lunch package: $1,045
Regular Conference: $865

The preliminary conference program (http://www.iabc.com/wc/program.htm) and registration is now online on the World Conference (http://www.iabc.com/wc/) web site.

IABC Philadelphia – Your Jobs Connection

Job Seekers:  Did you know that the IABC Philadelphia website (http://philadelphia.iabc.com/) is constantly updated with fresh, local and sometimes exclusive job postings for great jobs in communications in our area?

Employers & Hiring Managers:  Did you know that IABC Philadelphia will post your communications-related job openings to our website for FREE?  With over 500 visitors to our website last month, we are your connection to a large pool of qualified communications professionals.  Email job postings to our VP of Career Development & Job Referrals Chair, Bill Seiberlich, at William.seiberlich@saint-gobain.com(mailto:William.seiberlich@saint-gobain.com).

Working on the Web
By Amy Blake

The most beautiful and informative web site in cyberspace is useless to you or your company if no one can find it on a search engine. Working in search engine optimization, or SEO, is a new career path option. Even if you aren’t going to be your company’s SEO expert, knowing how SEO works is an increasingly important skill.

According to a recent article by Patricia R. Olsen, in the January 10, 2009, New York Times, web development, marketing, and design are only part of the story when discussing web-related employment.

Driving Traffic to the Web as a New Career
What began with coding and content development then lead to Internet marketing as a growing field.  SEO began as an outgrowth of the marketing function. In order to have a successful site, most companies need to drive traffic to their sites. SEO is what companies use to create the road map or plan that will drive this traffic.

Nick Yorchak works at LeeReedy Creative, a public relations and advertising agency in Denver, as their search engine optimization director. Olsen quotes Yorchak as noting that “the name of the game in S.E.O. is search-engine ranking.”  He added that his job tasks such as identifying appropriate keywords for search engines like Yahoo or Google to home in on, and adding them to a Web site’s programming code. The article explains that, for example, if a used-car company has used search engine tactics, and an Internet user searches a phrase like “pre-owned automobiles,” its URL may appear prominently in the search results. This type of search engine strategy is called natural or organic, rather than a paid ad or sponsorship.

Olsen adds that Google’s search optimization starter guide, which can be found at google.com/support/webmasters, provides best practices for increasing a company’s ranking in queries. An explanation of the search results page is also provided.

…Working on the Web (Continued) (http://files.e2ma.net/26256/assets/docs/working_on_the_web.doc)

Want to know more about SEO? Read this recent posting (http://www.ravenwoodcreative.com/blog1/web-design/learn-the-basics-of-search-engine-optimization-seo/) titled The Basics of Search Engine Optimization on RavenWood Creative (http://www.ravenwoodcreative.com/index.html)’s blog Corvus (http://www.ravenwoodcreative.com/blog1/).
(http://www.arcadia.edu/)

IABC Philadelphia Members Support Arcadia University’s Student Shadowing Program

As part of IABC Philadelphia’s continuing outreach to PR/Communication students in the region, Jamie Snyder, of Arcadia University recently took part in a shadowing program. The following is her recap of her day. If you would like to help introduce students to our industry or know of students who could benefit from IABC Philadelphia student outreach program, please notify a member of the IABC Philadelphia board.

A Day in the Life
By Jamie Snyder

My name is Jamie Snyder, and I am the future of public relations.  Today, however, I am merely a public relations communications major at Arcadia University in Glenside, Pennsylvania. In other words, I am currently beginning the lifelong process of learning and honing my professional skills. The seemingly distant future, however, is hardly as far off as it may appear at first. That is precisely why I choose to participate in Arcadia’s sophomore shadowing program just prior to the start of my spring semester. My university connected me with IABC’s own Tim Ernst of RavenWood Creative and Bill Seiberlich of Saint-Gobain. Both men, along with various coworkers, were kind enough to take the time to meet with me during the course of their workday to provide me with valuable insight into
their unique career areas.

If a picture is worth a thousand words, a day in the life of communications professionals is certainly priceless. To Tim, Bill, and everyone else who helped to arrange the day: thank you once again for taking the time to speak with an aspiring public relations specialist. Your insights and advice will serve as fabulous stepping stones to what, I am sure, will be a fitting and successful career path.

THIS NEWSLETTER WAS DISTRIBUTED TO MEMBERS VIA EMAIL ON January 21, 2009.

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