In this first segment we’ll outline how online PR differs from traditional public relations, starting with the evolutions of both, how online news has started to replace print news and case studies proving effectiveness using quantitative data. We then walk through the 5 step process for optimizing press releases for Yahoo! News, AOL News, Google News and other news search engines. Finally some data demonstrating just how powerful a well optimized release can be.

Length: 23 min.

You will learn:

• When the press release was invented.
• How the press release was reinvented for the internet.
• What the old model of communications is.
• What the new model of communication is.
• Why business outcomes matter more than pr outputs.
• How google shifted the PR paradigm.
• Who is searching for news online.
• What tools you can use to find which search terms are being used.
• What the 5 steps are for optimizing a press release.

Related content:

• Press release optimization part I: choosing and positioning your keywords