Thursday, November 4, 2010

Why YouTube is Beneficial to Public Relations

In September 2009 Americans conducted 3.5 billion searches on YouTube. * Multimedia outlets have become one of the biggest trends in public relation.  
One reason is press releases now go to the media and consumers.  Before multimedia outlets, the media received press releases and diffused the information to consumers.  Now, public relations practitioners have the ability to communicate directly with publics.
To optimize press releases public relations practitioners should:
  • Conduct keyword research to find relevant terms (synonyms) that stakeholders will likely use.
  • Edit the press release to include the keywords, especially in the headline and first few sentences.
  • Add links so readers can easily locate related content.
  • Measure the results in brand awareness, website traffic, qualified leads and online sales.

“What’s the ROI on Your Press Release” *