NJ: What differences are there then between an offline and a digital press release? AP: Well given the networked nature of the Internet a release could benefit from some hyperlinks to other relevant sources of information. As this is a digital medium you can provide content in multimedia formats so for instance images, video etc. You could provide an embedded YouTube video or even just other documents, a technical specification for a new product might be an example. But effectively, there is lots of other information that you could provide to someone over and above just some text on a page.
NJ: What are the pitfalls to look out for? AP: Recipients of news online are going to expect you to have thought about what you send them and they are not likely to be very understanding where this isn’t the case. We had one press release submitted by a company, who will remain nameless; announcing a product that’s differentiating factor was all about the way it looked. And they didn’t include a picture!
We’ve had a major corporate announce their new brand identity and not include a copy of the logo. Of course we spoke to the people concerned and got them to supply the relevant images, but had they sent these releases themselves this wouldn’t have been the case. Seems a bit surprising, but trust me, people do do this.
NJ: Can you give an indication of the impact the online world can have? AP: I imagine that somebody in the automotive business would be pleased to get an article in ‘What Car’ magazine. According to the publication’s own figures the magazine had a circulation of around 108,000 between July and December 2007. However it may come as a surprise to many to know that the
whatcar.com website has 1.2million unique users a month. So the magazine coverage is very valuable, no
20 HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE
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