New Rules of Marketing and PR, David Meerman Scott, write-up pg. 176-192

New Rules of Marketing and PR, David Meerman Scott

How to Use News Releases to Reach Buyers Directly & The Online Media Room: Your Front Door for Much More Than the Media

Meerman Scott talks about the importance of writing news releases often and of having a frequently updated news portion of a Web site. I was surprised at the finding that the "news" pages of Web sites are some of the frequently visited. I think these pages are usually set up in a very boring way. Bleh. But Meerman Scott does talk about the importance of setting up an interesting and interactive Online Media Rooms:

• Control the content (rather than letting an IT department do it)
• Analyze the needs of consumers first
• Optimize news releases for search engines, using keywords 
• Avoid technical jargon — speak in the language of your site's visitors
• Use multimedia content
• Have something for everyone, for every level of understanding
• Utilize RSS