SMART NEWSHow to write press releases that get

found in search and shared in social media

SearchIf your news content is not optimized for search – both news and web search – it probably won’t be found and read by interested journalists, bloggers and members of the public.

Social• Social media fuels traditional

media• Journalists and bloggers

watch sites like Twitter, Reddit and Pinterest for content about for breaking news stories

• They dig through LinkedIn for experts and sources

• 25% of Americans between 18 and 29 rely on social media as their primary source of news

Multimedia• A story with an appealing image or interesting video gets more views, comments and shares

• A press release with multimedia can get up to 9.7x more views

• Forbes called the rise of visual content a breakout trend

Attention• People are bombarded with messages all day long

• Your content has to be discoverable, interesting and relevant

• Know what interests them right now

• Know what will get them to share it with others.

Research• Monitor relevant conversations

• Look for trends• Current news hooks• Keyword research• Rising searches• Hashtags

Trust• People engage with brands they feel they can trust

• Journalists need sources they can trust

• Use reviews and recommendations from friends and ‘people like me”

• Provide good quality content consistently

Now available:A step-by-step guide to writing and distributing content in the digital age

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McNallyJackson