Re: ONLINE-ADS>> The Value of Awards

Ray Taylor (taylor_at_bizbiz.com)
Tue, 26 Aug 1997 21:27:43 +0100

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Eric Ward | URLwire(tm) | wrote:

> As a receiver of releases from many of these services, let
> me offer an experienced (and lengthy) word of caution:
<snip>
Eric followed with some sound advice, please refer to his original as it
is too long to quote.

But we are not disagreeing, just talking about different things. Any
media campaign involves the broad coverage as well as the targeted.
Services such as INB and some of the others that Eric mentioned are
aimed at the broad (but sometimes segmented) coverage, while traditional
PR and good old fashioned personal relationships should aim at
individuals.

Never, ever, ever send out a press release to everyone whether they like
it or not. Journalists are often unforgiving, particularly towards
spammers. Reliable self-subscribed lists are good ways of getting the
message across.

As someone who was a business journalist and magazine editor for some
ten years, I can only agree that the best way to get press coverage is
to maintain good, personal contact. But that does not stop you from
sending out press releases to general (voluntary) lists (of course do
not use spam lists).

And neither is there a conflict between the need to get press coverage
and the need to get search engine and other Web site coverage. Go for
the lot.

Ray Taylor
New Media Communications
London

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