NewsCactus Blog

The first place most people now go for information is the Internet. Have you ever conducted the “sucks” search? Go to Google and type in the name of your company, CEO, or product, and then the word “sucks” and see what comes up. You’ll be amazed at what people are saying.

Online research and monitoring is vital to controlling your own key messages.

Companies and organizations that fail to utilize the internet to promote products, services and team members are missing a valuable piece of the marketing communications puzzle.

Online communication tools include Web sites, newsrooms, blogs, and a host of social media sites. Many companies utilize newswire distribution services. Some post press releases on a Web site. Others omit utilization of a powerful distribution tool known as Really Simple Syndication, or RSS.

An online newsroom or blog that provides an RSS feed allows you to self-publish. In essence, you bypass media gatekeepers of times past and enter the arena on your own accord.

As with all communications mediums, there are pitfalls.

You Should Post Frequently

An inactive newsroom or blog has the appearance of ‘no one’s home.’ It’s a great tool. Once you’ve got it, you should publish something at least weekly.

Hone the Skill of Writing for the Web

Remember that people are busy. Who do you know who will sit down to read an 800 word essay on a Web site? Keep it brief; break it up with headings, sub-headings and bullet points.

Know Your Key Audiences and Keywords

As with any effective communications campaign, you should have key messages developed for target publics. Consider the words people would enter into their online search engine to locate your news. Would they search for widgets in Wisconsin, or white widgets? When you write, incorporate keywords in meaningful ways, especially in news release headlines.

Recognize That Some Will Resist

Many believe e-mail to be today’s main communications staple. Have you considered how many spam e-mails you receive each day, how many e-mail filters there are on the market, or how many people fail to effectively manage their e-mail inbox?

Using RSS turns the tables by giving the recipient the ability to select communications channels. We live in an age of consumer-driven communications channels that requires professional communicators adapt and adjust tactics.

Now instead of communicating to hundreds or thousands of e-mail subscribers, you can communicate to hundreds of thousands of Web surfers plus those who subscribe to your RSS feed.

Internet market share is there for the taking. It’s available first to progressive self-publishers. Don’t be afraid, embrace technology and start publishing online today.