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A question that often comes up when I talk to public and media relations professionals about optimizing press releases, is whether or not an “optimized” release can actually perform double duty as an effective communicication tool with journalists as well as search engines.
My response is that a really good writer can optimize a press release that does TRIPLE duty. What I mean by that is, a release can use keywords in the right places and frequency and form on a press release in a way that is engaging and effective for the journalists and bloggers that will receive them in their inbox or find them as they search for story ideas.