Outline for my Book about Online PR
I’m challenging myself to actually write and finish my book about online PR. To stay motivated and to get your input I’m going to post some of my progress.
Here are the 12 chapters (in rough draft form):
1. What is an online press release
2. What are the benefits of the press release
3. What is newsworthy? Finding news to write about.
4. Expanding relevancy for bigger coverage by tying your news into bigger trends
5. Writing for the Internet and how it’s different than regular PR writing (anyone can read anytime, many audiences, no jargon! no bragging!)
6. Search engine optimizing a press release
- identifying keywords
- keyword placement
- optimizing the URL
- anchor text
7. Distribution – how to get the word out online
- PRWeb
- PRLeap
- paid vs free sites
- traditional pr wires and online together
8. Assembling a database of PR contacts in your industry
- Email don’t call
- Make it relevant to the news
- Use HARO
- look up local small business writers and bloggers from online newspapers
9. Reaching Bloggers
- Reporters read blogs for story ideas, how to reach bloggers
10. Enhancing online distribution with blogs and social media
- SEO optimized blog post about the press release
- Using Facebook, twitter, LinkedIn Answers, social bookmarking & other tools to expand your reach
11. Submitting your press release to PRWeb
the intricacies of the PRWeb submission process (with diagrams)
12. Not one press release, a campaign
I’ve learned so much since I started writing the first version. I have a tough time completing the task. That’s why I love press releases – so straightforward. It’s much easier to write one document than an entire book. But I want to have this for my own reference and for clients.
Feedback?
7 Responses to “Outline for my Book about Online PR”
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November 12th, 2008 at 4:36 pm
I can’t wait to buy it and read every word!
November 13th, 2008 at 3:25 pm
Janet, this is a very through outline. Since you mention our site I would like to introduce myself as the Platform Trainer at PRWeb. If you need any answers about our service I hope you will call on me to get them. I also conduct daily webinars for new users.
mario 866.640.6397 3613
November 13th, 2008 at 9:03 pm
This looks good. Do you know Peter Shankman? He says the press release will be dead in 36 months. May be something for you to tackle. I wrote about it on my blog. You should check it out.
November 17th, 2008 at 9:12 am
There are so many things that I still need to learn I can’t wait for your book. Good luck! What a great success.
November 21st, 2008 at 11:06 am
I love that you’re writing a book… and that it actually has some meaningful purpose. I think if I were to write a book it would just be about mustaches or something.
November 24th, 2008 at 1:54 pm
Awesome! I’ve been working on a couple books (one is currently neck-deep in revisions), but they’re all fiction.
Let me know if there’s anything I can do to help! Also, I’d recommend talking to Andy about getting a book published–and I’m sure MP would be interested in helping to promote your book with giveaways!
December 3rd, 2008 at 11:53 am
Sounds like exactly what I need. How will you publish it? The traditional book publishing process is so slow and the evolution of new media/online PR is so fast that the book will probably be outdated by the time it is on shelves if you to and go the dead-tree route. I’ll keep checking back for updates.