Press releases 'are becoming a marketing tool'

25/11/2008

An expert has suggested that press releases (PRs) are becoming a too for marketing purposes, rather than a method to provide information - news that may be of interest to those involved in search marketing.

Mihaela Vorvreanu, assistant professor of communication studies at Clemson University, said PRs are now being used for search engine optimisation (SEO).

She noted that they are being used to "drive click-throughs" to company websites and reach customers directly, reports BtoBOnline.com.

Shel Hotlz, principle of Holtz Communications, added that getting releases onto wire services could enhance the SEO potential of PRs.

Ms Vorvreanu said: "Of course marketers also want to announce news, but increasingly they use news releases for SEO."

In related news, experts at BigNewsz.biz said companies can increase traffic to their websites through pay-per-click, affiliate marketing and link building.

It noted that online marketing is the biggest industry on the internet because every business represented online needs to have an optimised website.