Leading In Your Market May Involve Challenging Convention
September 20th, 2010Successful companies often do things differently.
Google is perhaps the best modern example of this. They rely on science, not on PR. I wholly admire them for this. They have always kept search as their core business and they have distinguished themselves from other search companies by keeping search and advertising apart. That clean, Google home page is the very best tribute to what they do. Their success is founded on search and they have not been distracted from this.
At PRfriend, we like to think that we understand the modern press release. However, we understand the press release differently to other organizations. As we see it, journalists are now largely irrelevant to the press release. We see the modern press release as targeted at your customers directly.
We have a network of press release sites but we believe that your strategy should not be to post your same press release in every corner of The Web. Why? Because we believe that this is a poor strategy and that it will not enhance your reputation. So we try to only approve unique press releases.
This runs counter to conventional wisdom and our customers are having difficulty getting their heads round this idea. They have been taught differently. They have been taught to distribute the same press release everywhere! We have looked at the success of websites like Ezinarticles.com, who have also refused to accept duplicate content with articles. This is a wholly honorable company that has made a name for itself by sticking to its principles – no duplicate content.
If you wish to contribute a unique press release, you can do so without charge at:
(You can also post your unique article at www.fylko.com)
Two other tips in passing:
- Try to tell a story.
- Try not to use hard sell tactics. Hard sell tactics may work for advertising, but are wholly inappropriate for press releases.
It can be a lonely business swimming against the tide in your market. But I would advise you to do just this, where you can identify something that is being done badly in your industry. In the end, you will be perceived as the leader and admired for doing what you believe to be right.
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