Set the Way Back Machine – PR News Release History

on Friday, 10 February 2012. Posted in Public Relations Blog

Things have changed in the world of PR over the past 5-7 years.  “Set the Way Back Machine controls for 2005 Sherman, we're traveling back to see the evolution of the press release."

Back in the day, press releases were (and in many cases still are) used as a platform to cram as much information into one document as humanly possible, then regurgitated across a national news wire for all outlets to consume—the equivalent of standing on a soapbox and shouting to folks passing by on the sidewalk. The problem: lack of really good targeting! Back in 2005, news releases did not have the option of including search engine optimization, video content, key search words, social media tags, etc.

Today, all of the aforementioned tools are available and need to be used in order to make a news release and—PR efforts—as relevant as possible to its intended audience.  And if content is King, video is surely sitting on the throne to the left as his Queen. Video is a key enabler and continues to be a proven method of driving viewers to a client’s website. Once on the website, visitors can then be tracked and followed in an effort to uncover high-probability leads to enhance the sales pipeline.

Case-in-point: BridgeView Marketing and Public Relations recently produced a 2-minute video of Eric Shepcaro, CEO, Telx, describing the features, advantages, and benefits his company brings to the rapidly expanding colocation/cloud-services market. The video will buttress and enhance a BusinessReviewUSA article to be posted on their website.

The marketing math is simple: Video plus relevant content equals improved brand visibility for Telx and more relevant leads to track across the website.

The benefits of having it all under one roof are clear. BridgeView wrote the video script, traveled to New York to shoot, and brought the raw footage back for editing and general production. We are proud of the net results and will keep you informed as to the power of its lead generation.

See the video for yourself: http://www.youtube.com/watch?v=4LSKd_e8tQo&feature=youtu.be

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