Marketing and PR greatness must include equal parts intelligence, creativity and a focus on results. But there’s one more important ingredient necessary to help you stand out: enthusiasm.
Serena Ehrlich from Business Wire has all of these characteristics and at the Digital Summit LA conference, she shared a cornucopia of practical advice about media relations and promotion of news content with zest and gusto.
Here are a few highlights.
It’s common sense and supported by research that industry media is a source of news and trusted information for buyers of every kind. Consumers and journalists have changed right along with the technology used to discover, consume and engage with content.
Therefore, it’s essential that marketing and communications professionals empathize with their audience to understand their preferences and give them what they want.
When Matt Cutts, head of Google’s web spam team, announced that links in press releases have no value for SEO, it created a lot of discussion and debate in the SEM community. But, if you look at his comments in their entirety, you’ll notice that he also said press release sites do have value for press and marketing reasons as Cheryl Conner, contributing writer at 
Google updated their content 
In today’s fast moving search and social web, content flows in every direction throughout a variety of platforms, formats and devices.
So you want your campaign to go viral…
Most companies understand the benefits of a well-executed online PR strategy: improved brand visibility and industry reputation, increased traffic to the company website and even sales. It’s no wonder that companies trip over themselves to come up with a regular stream of PR related content.
Over the course of my online marketing career, I’ve had the opportunity to participate on both sides of the online PR outreach process, pitching publications on behalf of clients as well as receiving them as a search and social industry journalist. In the course of performing outreach for clients and receiving hundreds of pitches from other PR professionals and in-house marketers, a few important rules became crystal clear.
Picture this: your company has exciting news to share with customers, shareholders, suppliers and your target market. You’re launching a new product this week and it will be debuted at a popular industry event, sure to be attended by media, influencers and people who will want to buy YOUR product, just as soon as they learn about it.
Content has always played an essential part of effective Public Relations. However, PR pros that don’t sink their teeth into content strategy, development and measurement quickly and effectively, will be left behind as the future of PR evolves. That’s a fairly strong statement, but it’s incredibly important and timely.
Like many other 
