As with many of the articles appearing on this site, we have published this article under the guise of launching a fictional platform business. The article below outlines how that business will utilise e-PR strategies, from production through to distribution.
Our fictional business is a publisher covering defined industry verticals. As a result the business needs to lay claim to those verticals and become monopolies within the space. Ubiquitous and necessary to all that want to participate in the sector.
To achieve this, one of the key requirements is for the business to be narcissistic in outlook. It needs to not only insert itself into the conversation, but also to drive the conversation.
One way of doing this is by launching the Contributor Payment Model. It will be noteworthy with some ‘old school’ journalists pontificating manically about how evil it is, but with others, especially on the publishing-side knowing and understanding the obvious benefits of the model. Make no mistake, this model is likely the best case scenario for journalists over the coming decades as the news model is entirely broken.
One of the key tools in a business’s arsenal is PR. The business should be utilising PR to the max as the potential to become newsworthy within the space is high.
In order to produce PR rather than hand this over to an editorial team, it will be worth giving this to a marketing person to write, and based on editorial feedback.
If you are able to, then you should consider it worth creating one PR release every fortnight, or so. If done correctly, this equates to good value for money and an excellent driver of traffic.
It is worth distributing each press release to as many potential sources as possible. You want it to be featured everywhere, not just in Australia, or the UK, or US. The guiding principal should be that if it is newsworthy, then it is newsworthy.
The business should therefore look to strike a deal with a PR distribution service which means that each release would cost about $200, tops.
Once the press release has been distributed most PR broadcasters such as PR NewsWire, or PRWire offer detailed analytics on various usage metrics.