Note: This blog post first appeared on ComPRhension!, PRSA’s blog, November 17, 2009.
Did you know that Americans conducted 3.5 billion (yes, billion) searches on YouTube in September of 2009? You should, according to Greg Jarboe and Laura Sturaitis in their “What’s the ROI on Your Press Release” workshop.
Multimedia is one of the biggest trends in public relations today. One reason is that your press release no longer goes just to the media, but now directly to consumer as well.
Three ways to build ROI with every communication was shared in a pre-conference post by Jarboe and Sturaitis. In his presentation at the PRSA International Conference, of which BurrellesLuce was a sponsor, Jarboe offered some additional key points for optimizing your release:
- Conduct keyword research to find relevant terms (synonyms) that your stakeholders are likely to use.
- Edit your press release to include those terms — particularly in the headline and first few sentences.
- Add links so readers can easily locate related content.
- Measure your results — not only in brand awareness and Web site traffic, but also in qualified leads and online sales.
Keep in mind, different people want different formats. Some may only want text. Some may need hi-res photos, video and/or audio. While others may just want to link (so be sure to include your URL). Sturaitis advises to use social media buzz, Twitter, blogs, Web sites, link love, etc., to garner as much “Google real estate” as you possibly can.
Not convinced you need to utilize multimedia in your press release? Here are some eye-opening statistics via comScore Video Metrix. During September 2009:
- 168 million Americans watched 26 billion videos.
- 125.5 million viewers watched 10.3 billion videos on YouTube.
- 45.6 million viewers watched 424 million videos on MySpace.
Jarboe shared three ways you can help ensure your videos get discovered in search results and related videos:
- Think of the title as your 120 character headline, but Google only displays the first 61-65 characters so the brand name (if in the title) should go last.
- Be as detailed as possible within your 1,000 characters, and include URLs.
- You have 120 characters to tag brand, city, topics, etc.
Finally, Jarboe advises, “PR needs YouTube. Do it offensively, do it defensively, just do it!”